What do you think of when you hear the word milk? Well, probably that which comes from the cow and packaged in yellow, green, blue or red packaging. In Australia (of all places) you can find – for the moment – the Scandinavian fashion brand Milk.
Milk was founded in Sweden in 2003 by Lars impact and John Clarke. Lars has studied at design school in Denmark and worked in Japan. John from Birmingham and has its strongest fashion memory from a local market outside of Birmingham; he stole pirated Armani Jeans and got caught. Time has passed and the milk has had its creative workshops in many different places on the globe. Our site has corresponded a little with the duo, which thus currently located in Melbourne.
You are a Scandinavian brand, why did you choose to have your base in Australia?
-It’s A fact that milk has been based in New York and Japan and now in Melbourne, Australia. But Australia is no permanent place – when your main customer, or the main market, is on the other side of the globe, it is a great sacrifice which can not remain permanently. Temporarily, it is a perfect place to work from. I spend much time on the plane and I miss my football, but it is a unique lifestyle. The insulation requires real confidence that create total focus on your independent technology, talent and ability. It also means that you have to look inside for inspiration and ideas. Australia is a good place to isolate themselves from the rest of the industry and concentrate on the aesthetics you want – not what customers expect. It is also about renewal. It is the constant diversity that inspires and that is why we seem to have a hard time staying in one place for too long.
How is Australia fashion nation?
-Very, Very frustrating – but we are not here for them, we are here for us. The average Australian retailer runs always on the safe side – ensures that there is a market instead of taking time to get to their customers and then create a market. But it’s probably the same thing all over the world, not only in Australia. You can not really blame them, but you can decide if you want to fit into that template. The average Australian man is quite conservative. The majority of Australian men are doing everything in their power to look like the majority of Australian men.
In which country do you have the most customers?
You work with a slim silhouette and bold colors, what is your main inspiration?
I do not think there is a single inspiration. I hate formulations: “My design approach is purely instinctive.” There I design can be conservative or poetic, raw or romantic. Our men’s clothing is often referred to as “feminine”, and I believe it is in your mind. Who cares if a woman or a man wearing the garments? This feminine / masculine does not interest me – in my head, we are a bit of both. Also, what is more masculine than to be comfortable with your style? Shoulder lines, collars, proportions of all our tailored garments are designed to accentuate the male forms, not hide them.
I have heard that Franz Ferdinand, Pete Doherty and David Bowie are big fans Milk, what does it mean for your publicity?
They are professional, talented artists. People can do what they want of it, but the fact that successful, nice people wearing our garments are meaningful to us.
Autumn / winter collection this year was your first. What is your vision for the
future? -This Is nothing new for us. We have been doing tailoring for a few years now. Making all the collections are an extension of it. We will expand our customer base and find talented new distributors worldwide.
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