Wednesday, January 24, 2018

Dustin Martin Bonds AW18

BONDS have teamed up with elite sportsman and AFL superstar Dustin Martin, headlining as the new underwear ambassador in a powerful stills and video campaign that launches this month.
Dustin champions BONDS’ latest mens underwear range showcasing his athletic physique and signature ink against the iconic BONDS underwear silhouette. The new fashion and sports underwear collection features a palette of cool toned patterns, camo prints and textured waist bands.

Complementing the campaign, Dustin stars in a fun digital video campaign; the 30 second clip “Killer Undies” captures Dustin sprinting through the suburban streets of Melbourne in his Bonds undies chasing his puppy ‘Killer’. Showcasing Dusty’s athletic prowess, the clip sees the explosive Richmond mid elder leaping over fences and fending-off garbage men in only his Bonds undies while in pursuit of his runaway dog.

“Dustin is not only a star athlete but a real originator, he does things his way and people relate to that. We’ve had fun creating our content collaboratively and are delighted to be working together”, said Emily Small, Bonds Head of Marketing.

“I’ve grown up with Bonds and when they approached me it felt a natural fit; it’s an iconic and authentic brand which I relate to as they wanted to collaborate on the campaign. It ended up with me running around Melbourne streets in my underwear, which was a first!!”, said Dustin Martin.

Arguably AFL’s biggest star, 2017 saw the 26-year old achieve more than any other player in AFL history, including the Brownlow Medal with a record 36 votes, Norm Smith Medal, Leigh Matthews Trophy, AFL Coaches Association Player of the Year, AFLCA Champion Player of the Year and the Gary Ayres Award, the Bonds association is Dustin’s rst national fashion and underwear association.

The men’s underwear and apparel collection is available for purchase in-store and online on from January 22.

Check out the video here


Wednesday, December 13, 2017


Fashion + Music Collaborate with Australian cultural creatives 

G-Star Raw presents RAW RADIO in association with Sony.

Raw Radio bring togeter local fashion and music creatives to showcase 25 playlists and visual interpretations of their chosen, unique G-Star Elwood X25 drop II prints. The series of photographs and playlists will be exhibited at 78 Campbell St in Surry Hills on Thursday 2nd November.

The exhibitions celebrates unrestrained self-expression, creativity and G-Star's enduring relationships with distinctive artists, each talent putting a personal and original spin on their selected print and playlist.


G-Star, alongside Head of Imagination Pharrell Williams, has introduced a fresh array of 25 designs. The pants, each with a sole and unique story, come this season in various fabrics and different qualities: Lux prints-featuring detailed embroideries and top-notch printing techniques such as laser and discharge prints-, digital animal prints, and the classic prints in the new and unexpected interpretations. The series represents a new take on the notion of self-expression. 



“The 25 prints are an expression of true creativity”, says Pharrell. “They give the wearer the freedom to choose for themselves, and by doing so, empower them to decide who they want to be and what they want to wear.” This is Pharrell’s second G-Star Elwood X25 curation.

Leading the exhibition is a portrait shoot with model Louise van de Vorst shot by Australian photographer Emily Abay and styled by Suzannah Snow. Shot on location in Sydney, Louise wears X03 Arts and Crafts, X10 Fleur De Lys, X11 Toil The Jouy, X13 Indian Paisley and X14 Chinoiserie prints. 

G-Star Elwood X25 jeans are now available both in-store and online.





Founded in 1989, G-Star RAW remains driven by a philosophy of ‘Just the Product’. With this dedication to quality and progress, the brand represents the forefront of the denim industry, producing pioneering products and rapidly growing into a global brand. Since inventing the ‘3D Denim’ approach to jeans construction in 1996, with the creation of the G-Star Elwood, G-Star now offers a wide range of apparel, accessories, footwear, and eyewear, alongside its jeans core.



Wednesday, November 29, 2017


Iconic Australian homewares and lifestyle brand Sheridan has teamed up with Hugh Sheridan this season as the face of their luxurious towel collection.

In it’s 50th year, Sheridan are bringing back their iconic ‘Towel Man’, a head-turning campaign first launched in 1986. Fast forward to this summer season, Sheridan has reinvigorated the Towel Man with a modern twist.

Adelaide born Hugh Sheridan was a natural fit for the brand, in addition to his namesake, the multi-talented Australian best known for his role in ‘Packed to the Rafters’ reflects the modern, Australian man.

The campaign, flaunting Hugh’s killer physique, championed Sheridan’s classic bath and beach towels designed to provide an instant touch of unrivalled luxury to any bathroom space or summer beach bag. “It’s such an iconic Australian brand,” says Hugh “I’m stoked to follow in the footsteps of its impressive history.”

Comprising the very best in quality weaves and textures, Sheridan’s beautifully soft towels are crafted using premium materials from around the world. All product featured in the campaign is available online and in-stores nationally.


Sheridan was founded in Australia by visionary entrepreneur Claudio Alcorso in 1967. With a vision to “introduce creative thought and beauty into the everyday things of life”, Sheridan designs quality products for the home. In its 50th year, Sheridan is known and trusted for its superior quality, bringing beautiful Australian living to the world, with a global retail footprint.



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