What goes on in a backyard garage doesn’t always extend to something entirely legal nor something that your mother can use despite the time wasted by your father to construct it. Fortunately, Sam and Jono Cottee of the label Vanguard have had a little more success when it comes to garage production. A mere six years back these two brothers began a small run of printed tees in the family garage, a project that was initially an aside to their Uni degrees. According to Sam, it was spawned by the need to have a creative outlet and the fact that they wanted their own line of tees to wear. What has since transpired is a label that now produces a range of menswear stocked not only in Australia but also New Zealand, the UK and the USA.
The label’s recent success has seen the likes of US retail giant Urban Outfitters, and department store Bloomingdale’s, added to their growing wardrobe of global stockists. “I’m not sure if we realised it would come this far at the very beginning but we have had our eyes fixed on the US market for the last two years and have taken a number of steps (tradeshows, distributors etc) to get an order from retailers such as Urban Outfitters and Bloomingdale’s,” says Sam.
With US retail heavyweights clamoring to get on board, the duo are clearly onto a good thing, which begs the question; what is it of the Vanguard style that has everyone in a tail spin? Do your research and it seems that the label pioneers what is known as ‘drift style’ and has become a beacon for youth spirit. Sam however, likes to think it’s the laid back feel that the label embodies, “the Vanguard male is an easy going fella whose style is a little rugged and edgy. He is big on comfort and has a keen sense of adventure.” Adventure, it seems, is at the heart of what the Vanguard label embodies with its style heavily linked to the nomadic life of a traveler, someone who is largely spirited and impassioned.
Whilst the Cottee brothers are the first to advocate the life of the roaming traveler, they currently have their heads firmly ensconced in showcasing Vanguard’s latest collection – Born Ruffians, a collection that draws inspiration from the ruffian spirit of ancient explorations of tribal warriors. It features chunky knit sweaters in oatmeals and navy blues, tees and hoodies imprinted with exotic Indian headpieces, tribal printed elastic waist shorts and organic, lightweight cotton shirting. “The heavier part of the collection will keep you warm in standout Australian made knitwear, detailed fleece and vintage inspired leather jackets, as well as some of Summer’s favourite styles like the slub yarn scoop tees, engineered tees and printed basics from some of Australia’s best graphic artists,” says Sam.
Looking beyond the latest collection (including the largely acclaimed ‘rucksack wanderers’) it is clear to see that the Cottee brothers aren’t just asking you to wear their product. They are in fact inviting you on the Vanguard journey, a journey that entices you to explore life, ignore the clock and bend the rules every now and then…or at least this Autumn/Winter 2011.
Whether you wish to take the journey is unlikely to make a difference to the duo as their winning formula doesn’t look set to slow down anytime soon. Despite the hectic life they now lead, it is clear the boys still have time for the important things in life – music, ride and art – which are funnily enough the three pillars of the Vanguard label. So whilst it seems fashion is their forte, the boys are keen to tell me that I should be listening out for Brisbane based indie disco four-piece Mitzi and watching clips from Riley Blakeway – a young gun filmmaker who is making big waves in the surf, skate and fashion sectors. Given the Cottee brothers have a penchant for turning everything they touch into gold I am inclined to jot these names down and wouldn’t be surprised if Mitzi and Blakeway were soon household names.
Happy to dish out advice on all things music, skate and art, the Cottee brothers are clearly having fun, all the while focusing on ensuring a capsule of styles from the AW11 range is soundly delivered to Urban Outfitters’ headquarters. Not bad for a duo intent on making homemade printed tees in the family garage.
