For most businesses, COVID-19 has meant financial backlash and struggle through a crippling economy. Consumer spending has shifted and even halted for some, and navigating through this time has been a matter of a sink or swim with brands few and far shutting their doors due to outdated methodologies, distribution channels, unhealthy balance sheets and more. However, for one young Aussie designer, it was an opportunity to reset, shifting her $7M a year bikini brand manufacturing from offshore to Australia, saying goodbye to fast fashion with a new standard.
Rebecca Klodinsky, 32, designer and director of IIXIIST took this time of uncertainty to completely audit the production line of her global swimwear brand, relaunching with a collection that is 100% sustainable, ethically sourced and produced in child-free environments, just in time for summer. The relaunch has also welcomed adding new product categories to her range in response to the demand for loungewear.
Rebecca has built her multimillion-dollar swimwear brand from the ground up – twice – having to first change from Frankie to Frankii Swim, and then from Frankii Swim to IIXIIST, a dual-relaunch that came down to an overly saturated market filled with businesses that all sound the same. A bittersweet transition, the label has amassed an impressive list of celebrity devotees such as Kim Kardashian, Kylie Jenner, Bella Hadid, Rihanna and Hailey Bieber, to name a few.
We chat with Rebecca about surviving and thriving in business.
Tell us about IIXIIST.
IIXIIST (pronounced ‘exist’) is my sweetheart, girl next door brand, all grown up. A recent rebrand (we were previously called Frankii) after watching the name become too trendy in an overly-saturated market. IIXIIST signifies growth: we are strong, we are bold and we have kickass style.
What inspired you to start IIXIIST?
Growing up on the Gold Coast, I was very much inspired by the Aussie beach culture. However, it was logic as much as it was passion. It all began when I discovered a big gap in the women’s swimwear market. I was at home with my sister, watching as she tried on a swimsuit she had just picked up off lay-by after weeks of saving up. That’s when it hit me. Surely my sister wasn’t alone; there must have been thousands of other girls who were faced with a hefty price tag when shopping for quality. And I was right. From here I coined up my $2000 savings and invested them to launching my own brand, then Frankie Swim. Fasttrack six or so years, two rebrands, countless sleepless nights and endless passion that has gotten me from win-to-won and here we are today.
Tell us about your career and background.
I launched IIXIIST in December 2013. I was 24 years old and working in retail full-time. I had just deferred my university studies – a double degree in forensic psychology – and was in a stage of my life most young adults are familiar with. I’d say my professional career started the day I pooled together my savings of $2000 and invested it into creating a line of bikinis that were built on quality at great prices. Fast-track seven years and I have since transformed my business baby from a side hustle to a global fashion powerhouse that earns $7M a year venture. I am extremely proud of where the brand is at today.
I eat, sleep and breath work, which I think is imperative if you’re a business owner. Being so young when I started and growing it to where we are today wouldn’t have been possible if my approach was any different.
Describe a typical work day for you (if there is such a thing).
I’m really fortunate in the freedom my job allows me to have however it’s safe to say there is no be-all-and-end-all typical day. I am an early riser and always get a work out in, usually before sunrise. Reformer Pilates is my go-to at the moment. I have a toddler so mornings are our time – we have breakfast and hang out. He’s my world. Then it’s work time – I have a fantastic team which is imperative to days that are smooth-sailing. From meetings with stakeholders, managing photoshoots to reviewing web analytics; I am very hands-on in all aspects of my business.
Has COVID-19 affected your business? How are you navigating that?
COVID-19 absolutely affected IIXIIST; both from a commercial point of view and also from a personal perspective. The past six or so months have been tough on the mind and soul for everyone. As business owner I made the strategic decision to use lockdown as down-time, temporarily relieving IIXIIST of many moving parts; some employees went on annual leave, digital advertising campaigns cancelled and plans were put on hold. Being an early adopter in making the adjustments prepared me for when it really hit. We’ve been lucky in the fact that our business is 100% online with no brick and mortar doorways, so while our web sales somewhat slowed, the COVID crisis remained manageable.
This situation has been completely unique and I understood that once the tide turned, our audience would resume business as normal. Shoppers will shop when they are ready to shop again. I think it’s imperative to be mindful of how we, as brands, communicate to our customers; we are all in this together. I was able to completely audit my production lines and recently relaunch my brand with a completely sustainable footprint. IIXIIST is made using only 100% recycled ocean-waste and produced in child-labour free conditions.
What advice do you have for those wanting to start a business?
Stay in your lane, you don’t need to conquer everything. Whatever it is you choose to do, make sure you do it well. Have drive, passion and determination. Your success is dependent on what you put into your business.
What’s next for you, and IIXIIST?
I have just launched a brand extension, which I worked on while locked-down inside an AFL isolation hub with my partner, Lachie Henderson, who plays for the Geelong Cats. IIXIIST Loungewear is produced in responsible quantities with 100% sustainable materials, we’re also manufacturing locally right here in Australia in child-free labour conditions…all of the IMPORTANT THINGS. The Loungewear range is not just another Instagram brand; it’s built on quality and is responsible with an ethical standpoint. You can check the range out here.
