Jono and Sam Cottee - Vanguard – StreetLab 7
“An escape to a world where we are what we want to be,” reads the blurb on Vanguard’s website. Mere puff? Don’t be deceived. Jono Cottee, 27 (pictured on right) and his brother Sam, 24, are the talents behind the ultra cool Brisbane street label. From arresting graphics to edgy shapes, they design everything – women’s as well as men’s collections - and are definitely where they want to be.
“I’m an architect and was still practicing when we started the label at the end of 2004, so for a while I led a double life,” says Jono. “Sam was studying business at uni and hating it. He needed a creative release.” What began as a hobby in the print shop of the family garage five years ago, is now a potent presence across Australia and New Zealand, and being distributed in the US and Japan.
In January, Vanguard will be one of 12 labels showcased in G’day USA, the high-profile Australia Week promotion in New York that draws top buyers and media. “We’ll use the opportunity to also show at (fashion fair) Capsule in New York and Las Vegas,” says Jono.
“In February 2009 we exhibited at Magic, Las Vegas. It’s pretty overwhelming – about as big as 10 football fields, with major brands showing in 20ft-high stands that look like entire villages – but we did okay.”
As kids, the Cottee brothers made miniature balsawood surfboards, complete with glassing and intricate artwork, for their action dolls. It was the start of a formidable creative partnership now poised to blitz.