Consequence of Change is a new fashion designer brand that champions the rich illuminating work of talented artists from around Australia on quality canvas bags – proving that art can be taken out of the galleries, off the screen and proudly showcased on people’s arms as moving canvases to be admired on the street.
Utilising premium fabrics and textile printing techniques onto 550-gsm cotton canvas, Consequence of Change effortlessly translates print designs and illustrations onto canvas totes, that feature inside zip pocket and fastener. The range also includes bags that can be used for almost any occasion from overnight bags to bigger adventures. There is also a stylish drawstring pocket bag and a range of quirky printed belt bags.
Inspired by the notion that ‘art should be taken everywhere’, Consequence of Change is driven by the unique concept of the ‘moving canvas’ allowing people to proudly wear an artwork of their choice on their shoulders.
We chat with founder, Beverley Johnston.
Tell us about Consequence of Change.
Consequence of Change is a bag brand that collaborates with artists to create unique, limited edition bags. It has just recently launched with 17 styles and we are already stocked in Design A Space in Windsor which is really exciting.
What inspired you to start Consequence of Change?
I have been involved in the retail industry for many years working for lifestyle brands and decided to take all of my experience and turn it into my own brand.
In the last two years I have lost three people who meant the world to me; this caused me to step back and realise that working for someone else wasn’t making me happy and it was time to do my own thing. I realised that change can be good and it can be bad. I am most inspired when I am surrounded by art. I want use that inspiration to bring happiness and joy by sharing this passion. I curate all of the artwork by connecting with artists from all around the globe.
Tell us about your career and background.
I have worked in senior marketing roles for many years both here and also in London. Companies I have worked for include Jeanswest, Coles, K-mart and Warehouse in the UK. I love creative and strategy so working in marketing was a perfect fit to use those skills. I have been lucky to work on relaunching existing brands and launching new brands into the market.
Describe a typical (if there is such a thing) work day for you.
Well each day is generally different. There is a lot of work that gets done on a daily basis in the design and production and working with my bag designer on new ranges. Marketing is also something that is done everyday – social and email. There are also photo shoots that need to be organised for upcoming ranges and producing content for social. I am also always looking on Instagram for new artists to work with. There is also the financial side, making sure that my book work is up to date, luckily I don’t mind working with figures! I also have a mentor so there is a lot of work that goes into my business plan and looking at where I want Consequence of Change to go mid and long term.
What advice do you have for those wanting to start a business?
Make sure that you have a business plan and also that your idea has something unique about it, if possible. Understanding your customer is critical to make sure that you have something they actually want. I also think that having money to invest is critical. I have had advice to just start but you can’t just start if you don’t have the budget required to invest in product and marketing. I think it is also good to make sure that you set yourself up from the beginning with a good financial partner, whether that be an Accountant or Bookkeeper to keep you on the straight and narrow. If you can afford a mentor/coach then I would also highly recommend that.
What’s next for you, and Consequence of Change?
We are still very much in launch stage and this will continue for the next 6 months or so. I am excited to be doing some designer markets to be able to talk to customers and also have customers interact with the products rather than just view online. I have just been on an overseas trip and got lots of inspiration that I will now work up into a creative brief for my bag designer so we make sure that we have new styles to take to market each season. There are also some very exciting collaborations coming up with a couple of global artists…so I guess watch this space!
To view the Consequence of Change range, please visit www.consequenceofchange.com.
