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“The Loungewear range is not just

has amassed an impressive list of celebrity devotees such

another Instagram brand; it’s built

as Kim Kardashian, Kylie Jenner, Bella Hadid, Rihanna and

on quality and is responsible with an

Hailey Bieber to name a few. Then came Coronavirus and the

ethical standpoint.”

immobilising pressures that followed; it’s the recipe for an

Constructed using only 100 per cent recycled lycra made from repurposed fabrications and ocean-waste, the yarn

Aussie success story as the label thrives and survives despite the hurdles faced in its relatively young lifespan. “The pandemic came at a time when we had just changed

is derived from pre- and post-industrial

our name, however, evidently this timing was perfect. All

waste such as discarded fishing nets,

brands were being forced to take a seat and pause–some not

carpet fluff (the top part of nylon

standing the test of time, which has been heartbreaking to

carpets which have got to the end of

see. At IIXIIST we were able to collect ourselves and manage

their useful life) and tulle. Instead of

the rebrand slowly and patiently.

being disposed of in landfill, they’re recovered and regenerated. A bittersweet transition, the label

“We immediately adjusted our marketing and brand plans, changing the way we spoke to our customers and not being in their face trying to sell. Everyone around the globe has been affected by Covid-19–now more than ever is the time to band together and support each other. “At IIXIIST our brand tone adopted a human element by default and for the first time in a long time we were speaking directly to our audience and not just selling to them,” she adds. IIXIIST was launched in 2013 when Klodinsky was in her early-20s, a full-time university student and used her savings at the time. The idea was coined from seeing a gap in the swim market, which at the time was flooded with a mix of overpriced swim labels and low-quality brands that weren’t designed to actually last one summer in the water. “It was never my goal to take over the world or grow the business to where it was now, however, as soon as I launched

34  giftguideonline.com.au

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Profile for The Intermedia Group

Giftguide ECO November 2020  

Giftguide magazine is an award-winning bi-annual publication that is regarded by retailers as the ‘Bible’ of the gift and homewares industry...

Giftguide ECO November 2020  

Giftguide magazine is an award-winning bi-annual publication that is regarded by retailers as the ‘Bible’ of the gift and homewares industry...