“I think obviously coming from Quay Australia, we wanted to do something that was completely different and unexpected for us,” said Linda Hammond, who started the sunglass brand — known for its edgy frames at attainable price points — with her husband Allen.
The Hammonds’ new line, Dream Bandits, certainly takes the couple and its team to a new realm with lingerie that’s being pitched as daywear. It’s lacy bralettes and bodysuit styles in lace and velvet. The range retails from $49.99 to $59.99 and had been in development for about six months.
Dream Bandits launches with a curated assortment but for pre-fall and winter the brand will see the incorporation of mesh and other laces, plus a boost in colorway offerings. The Melbourne-based team will continue to build on that as the seasons pass.
“Definitely moving forward in the future, as the brand grows and the brand awareness also grows, we definitely want to go into the space of tops, cut and sew,” said global brand director Thu Nguyen. “We’re definitely going to be expanding the assortment.”
The brand is also already looking ahead at sustainability and how to factor that into the brand. At least initially, that will translate into more conscious packing, Hammond said. So no tissue paper or other filler.
“In the long term, where I’d like to see the brand is sourcing from factories that are all about sustainability in regards to also using fabrications such as organic cotton and [thinking about] basically how we construct the product,” Nguyen said.
Dream Bandits takes a page out of the Quay handbook, launching direct to consumer. It will eventually build out a wholesale business once the team has identified the retailers that would be right for the brand.
As for whether Hammond sees more brand launches in the future, that’s not likely in the near term, with the team of five now fully focused on getting Dream Bandits off the ground, this time with the knowledge and learnings gleaned from building Quay.
“We’re taking baby steps this time,” Hammond said. “I think when we built the last brand, we didn’t realize the success it would be. We really were busy beyond what we could cope with. So this time we’ve built the back-end systems and we’re ready to go.”