According to Threds director Nat Webb, the company is set to “shatter the monotony” of the current Australian street wear clothing scene.
“Our aim is to offer an alternative to the storefront stereotypes that currently dominate the Australian street wear clothing market,” Webb says.
He says the company, which started about a year ago, was conceived because street wear clothing in Australia was “pretty average”.
“All of the big brands pedal the same old designs on the same old threads.
“So I started purchasing clothes online from overseas locations.
“But I got sick of paying exorbitant amounts of money for postage, so I decided to offer the people of the street wear/casual wear demographic an alternative.”
Webb says while Threds clothing is designed for anyone who is a part of, or who relates to, the “street wear/casual wear demographic”, he feels his company speaks to anyone who wants to wear something that is “a little different and unique”, as well as to anyone who wants to “forge their own identity”.
He says Threds is unique as it is the only Australian stockist of brands such as Civil Clothing, Acropolis Apparel, To Die For Clothing, Paper Wallet, and Swallows & Daggers.
While Webb admits he is a huge fan of exclusive US, UK and European brands, he says the company also believes in the importance of supporting local brands and talent.
“Basically we try to support anyone who’s in the local streetwear industry,” he says.
“We have been fortunate enough to align with many local talents, such as [Brisbane MCs] Fundamental Elements, The Sweet Apes from Sydney, as well as Hands Down, who is a Melbourne DJ, all of whom played at our official launch party earlier this year.”
You can check out the full Threds range at http://www.threds.com.au.