Q&A Henry Holland & Joshua Oldfield | Fashion Designers
Live and learn this month with Henry Holland and Josh Oldfield from Australian streetwear label Eleventh Commandment; “Thou shalt always dress with tremendous amounts of style and be furiously good-looking.”
Name: Henry Holland and Joshua Oldfield Nick names: Winkie (Henry) / Scribe (Josh)
Profession:
We are the founders of Sydney denim and apparel label Eleventh Commandment. We produce mens and womens streetwear and are 100% Made in Australia.
Location: Glebe (Henry) / Bondi (Josh)
Passion:
Henry: Fashion, music, food, vanilla milkshakes. If I drink any more vanilla milkshakes my friends and family will organise an intervention.
Josh: Art, photography, fashion, trying to be like Henry
We get our inspirations from:
Music. Everything we do with the label is inspired by music. We have featured several music icons in our designs before including the likes of David Bowie, M.I.A, Busy P, Keith Richards and Axl Rose.
How we got our break: Fell down some stairs.
Our top tricks of the trade:
Be nice to people. There are some people out there that will tell you the only thing that matters is getting what you want and it’s fine to be an asshole to get that. But you will find that even if this works the first time, the next time you need something those same people you were an asshole to are going to remember that and are unlikely to help you again.
Further to that, because we have had some really good people help us along the way, we’re always willing to help other people out when we can, even if they are our competitors. Because the Australian fashion industry is so small a lot of people try to cut their competitors down but in actual fact in the long run it is better for us and for our competitors to succeed especially overseas because that puts Australian fashion on the map globally and encourages more international stores to seek out Australian labels. And Australian designers need that because the market here is to small to make it big through relying on domestic accounts alone.
Our style in a sentence:
Eleventh Commandment is all about premium quality, well-made streetwear. We spend a lot of time deciding on fabrics and even more time perfecting the cut of each one of our pieces. This sometimes means we do up to 10 samples just to make sure things are exactly right. It can be very time consuming and occasionally frustrating but it is worth it to know that each piece is the best it can be when it gets sent out to stores and ultimately taken home by customers. We have a loyal fan-base and we want to make sure they’re 100% satisfied every time they purchase one of our garments.
Bet you didn’t know I can:
Henry: Speak Spanish. Nah I can’t really but I like to think I can. Actually after a big night I can barely speak English so maybe I should focus on getting that down pat first.
Josh: I can put both feet behind my head while standing. Sounds impressive doesn’t it? Well… that’s because it is.
Our latest project is about: to hit stores in September. Our SS10/11 collection Made in Space is our biggest range to date and we’re really excited about getting it out there. It’s 120 pieces and includes jeans, tees, singlets, dresses, shorts, bodysuits and plenty more. We’re now developing our winter 2011 collection, which is to be called Made in the Future. We are also planning some other projects including some videos and collaborations with well-known musicians.
My last purchase:
Henry: A book called The Daring Spectacle by Mark Morford.
Josh: A tent for Splendour in the Grass. Can’t wait to get up there!
My current favourite mecho item:
Henry: There is always so much gold popping up on Mecho but my favourite item recently was the piece on the Stockholm Tunnelbana.
Josh: What’s Mecho? Haha nah just kidding. The last thing I checked out was the Dulux Paint Let’s Colour video. Very cool.
Travel destination and tips:
Henry: I’ve been around Africa, Europe, Mexico, the US and Canada. San Fran is probably my favourite city outside of Sydney but I also really enjoyed London. My travel tip would be to be prepared for scams if you’re travelling to developing nations. In Zimbabwe, they made us exchange our US dollars to Zimbabwean dollars and then wouldn’t let us change them back so we were stuck with this useless currency. In Mexico the police caught my girlfriend and I in a compromising position on the beach one night and they made me wait while she went and drew money from the ATM. Corruption is really common over there and they say the only people that get arrested are the ones that can’t afford to pay bribes.
Josh: Last year I went on what you might call an inspiration tour (if you were speaking to the tax man). I spent a month in Hawaii surfing three times a day and eating nothing but fresh pineapple for dinner every night. At a buck each you couldn’t go wrong. I then spent a few months in Canada snowboarding and partying and then a couple of months running around New York. What I learned? Money is ridiculously easy to spend when you’re overseas travelling by yourself and also very hard to come by. My tip: It may sound really lame but try to plan your expenditure in advance by making a budget on how much you can afford to spend at each destination. That way, you can avoid blowing a $1,000 on booze, drugs, strippers and hotel rooms on your first night in Vancouver. Not that any of that happened, I’m just saying…
Pssst… One time we… dressed up in suits and stood in a shop window pretending to be mannequins. The double-takes of people walking past were priceless. The best thing was waiting til people got really close trying to figure out if you were real or not and then jumping at them. Ah how simple things amuse simple minds.
The mecho team invites you to continue the conversation below with Henry and Josh during August… Make it fun! Post comments with your own free personal Gravatar
NOTE: ARCHIVE ONLY from Aug-10. You may leave a comment but please note Henry & Josh are no longer actively responding to any questions post 31 Aug-10.
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17 comments
17 Comments Add your own
1.
Richard | August 2nd, 2010 at 5:04 pm
Hey, have you seen the TV series “How to make it in America” where those guys trying to set up their own denim label in NYC? Can you relate and how are you finding the competition with both local and international brands? Keep up the good stuff! RK
2.
Lee | August 2nd, 2010 at 9:42 pm
Hi Henry and Josh!
How long you’ve been doing your own label? Is it hard to keep cost down 100% Australian when many peeps are manufacturing overseas?
and Henry… abou Mexico, your gf and the cops – what happens on tour should stay on tour! Hahahaha
3.
Henry Holland | August 3rd, 2010 at 7:30 am
Hey Richard, yeah I really like How To Make It In America. And yep we can definitely relate to it, it’s funny we had some of the exact same conversations as they have when they are trying to get things going. It’s also funny because from experience you can tell what is real and what isn’t. For example they pay $1,500 for their first jeans pattern and sample. This would actually only cost about $350 max but I guess it makes a better story if they say $1,500
In terms of competition there are some really cool things being done by both Australian and international labels at the moment. To be honest we generally just focus on making our stuff as good as it can be but when you do notice another label really excelling it definitely does spur you on to take the next step and push your thing a bit further.
4.
Henry Holland | August 3rd, 2010 at 7:41 am
Hi Lee,
We launched our label at Sydney Fashion Week in Aug 2008. The 20th of Aug this year (ie 17 days away) will be our 2nd anniversary. We’ll still be the guest bloggers then so if anyone reads this on the day make sure to remember to wish us happy birthday!!
Yes it is really hard to keep the costs down and sometimes it is difficult when you know your competition is getting things made for so much cheaper. But we want to support the local industry and we’re proud of being Made in Australia. Anyone that has ever bought one of our garments will know this because on every one of our swing tags it says:
‘This garment is 100% MADE IN AUSTRALIA. If you’re looking for some poor-quality Chinese shit you’re going to have to look elsewhere
’
Hahaha Lee that is good advice and I should heed it. Don’t worry though there is plenty we don’t talk about from our trips overseas haha
5.
Henry Holland | August 3rd, 2010 at 12:23 pm
Also while I think of it for everyone reading this is really good timing because we have just launched our end of season sale. 50% off everything in our online store for one week, ending 6pm August 10th
You can find out out more by clicking through to our blog – http://eleventhcommandmentblog.blogspot.com/2010/08/sale-time.html
Or our facebook page (which we would love you to join) – http://www.facebook.com/eleventh.commandment.denim
HH x
6.
mecho team | August 3rd, 2010 at 2:31 pm
Note from Moderator to Henry & Josh:
We normally don’t allow spam advertising among our comments but you are our guests this month plus your anniversary is coming up. You are most welcome!
7.
Amos | August 3rd, 2010 at 3:08 pm
Hey Josh, how was Splendour this weekend?? Did your tent hold? Heard it was a made line up this year!
8.
Henry Holland | August 5th, 2010 at 6:26 pm
Haha no we would hate to be viewed as spammers, can’t stand that kind of thing. Just thought it would be a good opportunity to let everyone know they can pick up some cheap gear at the mo. Everyone loves a bargain
Amos Josh is away on holiday for the next few weeks and I’m not sure if he’ll have access to the net. But you can take it from me he had a rad time at Splendour. I think he said Yeasayer, Florence and the Machine and the Strokes were his highlights. He might log on if he gets the chance and elaborate on this.
Did anyone else go to Splendour? I was so shattered I couldn’t make it. The line up was alltime
9.
The Craig | August 11th, 2010 at 2:14 am
Firstly, by “Be nice to people” I think you mean “Don’t be cunts”
Secondly, I went to splendour.
Thirdly, Bondi Beach isn’t in Mexico. I have photos..
Fourthly, Winkie? Really?
Fifthly the only clothing the ladies want you to take 50% off of are the items that you’re wearing right now. You know which half to “discount”.
xox
10.
Lara | August 13th, 2010 at 10:06 am
Hi guys,
How do you get involved with Sydney Fashion Week? How long did it take for you from launch to actually make some profit? Is it hard focusing on designing but also having to think about how to promote and sell your business? This industry is scaring me a bit…
Lxxx
11.
Henry Holland | August 16th, 2010 at 7:18 am
Hahaha thanks Craig x
12.
Henry Holland | August 16th, 2010 at 7:47 am
Hi Lara,
We were lucky enough to be invited to Sydney Fashion Week after one of the organisers saw some of our samples. I think we were really lucky actually because looking back and seeing what we did then compared to what we are producing now – the original samples really weren’t that good. But we were given a chance and we made the most of it. There are lots of different ways to get involved now – I think the best way would be just to call IMG and tell them where you’re at and they will suggest the best avenue for you.
In terms of profit that’s a difficult one. It probably took about 4 months to start getting some steady income flowing in. But that being said that doesn’t necessarily translate to profit. We are now two years in and we still re-invest nearly every dollar back into expanding the business so while we are growing rapidly we aren’t really accumulating any massive ‘profits’. Running a small business is tough in any industry but doing it in the fashion industry in this economy is especially difficult.
Finally yes it can be hard juggling all the different hats you have to wear running a label. Trying to pay equal attention to design, production, PR, marketing, sales, accounts etc etc is definitely a huge challenge. But it is something you get better at over time.
All that being said you shouldn’t be scared of the industry or of giving something a go. The worst that can happen is that it doesn’t work out and if so who cares. Get back up and try again. Trying and stuffing up is much better than not trying at all. As Elliott Smith said, ‘Playing it safe is the most popular way to fail’.
Hope that helps Lara
13.
Lara | August 17th, 2010 at 12:07 pm
Hi guys, thanks so much for your reply!! Guess I need to overcome my ridiculous insecurity……… and also maybe give up some of my expensive shopping habits!!! Eeeeek…. I just feel you need to be pretty ballbusting to make it in this industry!! How nice to be noticed and sounds like you keep getting better and better. I will keep your tips in mind. Lxxx
14.
Lee | August 18th, 2010 at 4:19 pm
Cool awesome work and have a happy birthday dudes!! How did you guys start working together by the way? Im yet to find a the perfect business partner as been burnt a few times but thats the way life goes yeah.
15.
mecho team | August 20th, 2010 at 7:41 pm
Happy second anniversary, guys!
Love your style,
mecho team
16.
Henry Holland | August 22nd, 2010 at 8:03 am
Hi Lee, thanks for the comment.
Josh and I met when we worked in retail together. We both had similar style and ideas so it seemed like a natural step when we decided to launch our own project.
I think it’s probably impossible to find the perfect business partner because as in all relationships there are going to be differences of opinion and difficult times. But my advice would be to try and find someone who is reliable, equally passionate and committed to the cause and whose strengths lie in your weak areas and vice versa. Josh and I work well together because we have contrasting skill sets. We both contribute very different things to the business but it works because between us we manage to keep all bases covered.
Good luck finding someone. Let me know if you have any other questions and cheers for the b’day wishes!
17.
Henry Holland | August 22nd, 2010 at 8:05 am
Why thank you Mecho
Hope you’re having a lovely wkend x
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