Source: WWD
Summary
WeWearAustralian is opening its first U.S. store on Mercer Street, with three more locations planned within the next five years. The brand aims to promote Australian fashion globally. The store will feature a curated selection of Australian designers and brands. WeWearAustralian’s U.S. expansion is part of its efforts to increase its international presence.
Our Reading
The trend returns with a new name.
WeWearAustralian’s entry into the U.S. market feels like a reprise of the early 2000s Aussie invasion, when brands like Akubra and Blundstone gained popularity. The store’s curated selection of Australian designers and brands will likely appeal to fans of laid-back, coastal style. The brand’s global expansion is reminiscent of other international fashion initiatives. WeWearAustralian’s U.S. debut is a reboot of the “Australian cool” trend. The brand’s efforts to promote Australian fashion abroad feel like a rehashing of the “Australian fashion moment” from the early 2000s.
Author: Evan Null
