A boutique label inspired by 80’s fashion
By Katie Boyd and Tania Rickards
View recent The Cassette Society Collections on Australian Fashion Review Blog.
Introduction to The Cassette Society Fashion Label
‘The Cassette Society’ was founded by Katie and Tania in late 2006, starting with a small grant from a sportswear company, a host of party pictures and a stint at the Broadway Dance Headquarters. The label soon evolved into a line of music inspired pieces, as a legacy to the duo’s love of 80’s music and pop culture, and their first full collection ‘Technicolour Love’ was launched. The brand’s debut collection was immediately well received, with The Cassette Society securing stockists both nationally and worldwide.
Just a few months after the label’s inception, The Cassette Society were invited to show their second collection at the 2007 Rosemount Australian Fashion Week and the rest, as they say, is history. Collaborators began lining up to work with the brand, with LA-based eyewear brand, Sabre, UGG Australia, retail giant Sportsgirl and home grown cosmetics brand, Bloom, all teaming up The Cassette Society.
The streetwear label has gained a cult following, both in Australia and worldwide with their rebellious and sexy collections, further expanding their customer base with the recent addition of swimwear line. The label seems set to continue growing, with Katie handling the creative and design side of the brand, and Tania handling the sales and business aspect of the operation.
As of 2012, The Cassette Society brand continues to grow, with over 100 boutique stockist globally, as well as enjoying continued success in General Pants their 50 plus stores across Australia. Additionally, The Cassette Society added the international online giant shopbop.com to their growing number of stockists. A full list of stockists can be found on the label’s official website.
The Cassette Society: Key Dates
- 2006: Katie Boyd and Tania Rickards launch their womenswear fashion label ‘The Cassette Society’ with their debut collection ‘Technicolour Love’.
- 2007: Just a few months after the brand’s inception, The Cassette Society shows at Rosemount Australian Fashion Week for the first time, with their second collection.
- 2010: It is a year of collaborations for The Cassette Society with the streetwear brand teaming up with Australian retail giant Sportsgirl, and home-grown cosmetics brand Bloom.
- 2011: The Cassette Society launches a pop up store in Sydney’s Darlinghurst.
The Aesthetic of The Cassette Society Brand
Aimed at girls aged between 15 and 24, who are after something a little quirky, The Cassette Society, produce fun streetwear collections that are inspired by the twin paradoxes of strong versus pretty. The Cassette Society girl is:‘A lil bit confident, quirky, tomboyish and utterly sexy. She is unpredictable, daring at times, youthful. She’s got sex and is feminine yet she’s also androgynous. She’s also got a little grunge.’
Recent Collaborations of The Cassette Society
In 2010, The Cassette Society teamed up with ‘Sportsgirl’ to create a capsule collection entitled, ‘Halcyon Days’. The capsule line brings the 1980’s inspired fashion that The Cassette Society are renowned for, with a fusion of retro styling, acid-wash denim and chic accessories. In joining forces with Sportsgirl, The Cassette Society joins the likes of Alpha 60 and Ellery.
The Cassette Society x Sportsgirl Collaboration
Also in 2010, The Cassette Society collaborate with Australian cosmetics brand ‘Bloom’ to design two shades of nail varnish to accompany the Winter 2010 collection, entitled ‘Why Can’t I Be You’ – an ode to the It-Girl, to her alternative posh-for-a-punk styling. Doing their bit for charity, $2 from every shade is donated to the Children’s Hospital Foundation.
The Cassette Society have also collaborated with LA based Eyewear label Sabre, creating a limited edition The Cassette Society x Sabre sunglasses, which were inspired by the 1970’s British Punk movement.
Visit the official The Cassette Society website, here.