A few weeks ago we wrote about our favourite Australian label, SOSUME, who are revolutionizing the way consumers view and wear eco-friendly clothing.
We had such great feedback from this post that we thought it best to get up close and personal with SOSUME designer Alex Trimmer and find out what goes on behind the scenes of this cult label:
Tell us about SOSUME, how the label was formed and the values of your brand?SOSUME is designed for the modern, sophisticated, educated woman. It provides a product that allows them to feel completely guilt free in terms of the impact their consumer decisions have on the environment. The underpinning philosophy of the brand is to show that eco-friendly clothing doesn’t have to come in the form of hemp potato sacks and hippy sunflower dresses. You can look and feel absolutely stunning, intelligent, strong, and needless to say beautiful in an outfit that feels buttery soft, is breathable, warm and comes with the guarantee that you have significantly reduced your carbon footprint without even looking like a hippy.
Were did the name SOSUME come from?
SOSUME began as a fairly fun label, consisting of basics such as tees, tanks, dresses, tops, and pants. It is actually a play on words- “So Sue Me!”- which was my response to another company having naming rights for the original name in a particular country. It also adds a little humour to the label which prides itself on its eco-friendly credentials.
What was the inspiration behind your latest collection?
I guess you could say the Amish. There are a few styles such as the Long Coat and Shirt Dress that are reminiscent of this lifestyle. I also wanted to experiment using contrasting fabrics and materials in the same design such as using Emu leather as detailing for the panel pockets on the Long Coat which is made from 100% certified organic wool. The other piece which utilises an array of materials is the Cowl Vest which has emu leather, micro modal and a beautifully soft 100% raw silk woven which is actually certified by PETA.
What are the biggest challenges of creating an eco minded label?
Sourcing. I have to be extremely careful in how and where I source my fabrics and materials. I spent a lot of time in the beginning, and still do for that matter, researching fibre technology. I also try and attend seminars on this topic and have found some amazing products out there. One of the most interesting discoveries has been what scientists are developing when it comes to man-made cellulose based fibres- these take into account not only chemical usage, but also water usage, product care and end use. Most consumers are not even aware of these issues when it comes to the environmental impact their clothes make on the environment.
What have been the highlights of your career and what are you most proud of?
It’s funny you ask because you never really have time to look back at what you have achieved as you’re always thinking of the next season and the season after that and how to grow the brand. I would say just having a good number of stockists in Australia and a small number overseas is a fantastic achievement. A big highlight that is coming up is my inclusion in No Home, a film revolution which is being premiered at the Australian Centre for the Moving Image (ACMI) with filmmaker Chase Burns and is part of the L’Oreal Melbourne Fashion Festival. Along with that, I have been nominated for the Spirit of the Black Dress Award which I’m completely over the moon about! I’m humbled by the nomination.
What changes have you personally made to live a more Eco friendly lifestyle?
I got rid of my car! I now rent cars when I need to see pattern makers, factories, run errands, etc. I also use recycled paper in all of my printing and I actually really dislike printing line sheets and look books- I would actually prefer to offer all buyers and press USB sticks to display collections! It’s much cleaner and neater too.
Where would you like to see SOSUME in 5x years time?
I would like to see an increased stockist list in all current territories, namely Australia, New Zealand and the US and perhaps moving into Europe, Japan and South East Asia. I also want to collaborate with a like-minded company, not necessarily in the fashion industry- I have a few in mind. I also really want to team up with a brand ambassador, someone who embodies all of SOSUME’s principles in their personal core values.
What advice would you give to those aspiring to work in the fashion industry?
Go for it! Just listen to your gut- you’re going to hear a lot of opinions but I found the more I listen to myself, the more I get done and I’m prouder of the outcome and it also actually turns out for the better!
Who are your go-to designers / stores?
I love classics and structure so I’m a fan of Max Mara, Chloe, Celine, Hermes, Rick Owens, basically a lot of the French based designers. But I find a lot of the time it varies season to season so my opinion changes all the time. Regarding stores, I really like minimalist interiors that have those beautiful one-off items and that goes for the interiors themselves. So you could say Assin is fantastic, as is Left, both in Melbourne. I also really like cute, small, directional stores that are off the beaten track.
Describe an average day in the life of 'Alex'.
Haha. I’m up at 6am and in bed by midnight. It’s spent most of the time staying in contact with stores, factories, the pattern maker, and various other suppliers. I also dedicate an hour a day to developing long lead plans such as potential projects, a collaboration for example. But basically I just seem to run errands all day and design collections at night with the music turned up!
What music is playing in the SOSUME office?
Three artists- Kanye West, The Heavy and The Black Keys
Favourite quote?
That’s a tough one. I want to say something from Churchill but I would have to say “Cash is the life blood of a business” – Anonymous from Year 10 Business Class Textbook.
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