LACK of color
the casually cool ‘utopia' collection by lack of color just dropped… ‘this is nice’ fashion director, Alejandra Garran, chats with founders tess Corvaia and Rob Tilbury about conscious designing and what inspired their latest collection
Photography by Jason Lee Parry
alejandra garran: I’ve always been a fan of Lack of Color. Need a good hat? Go to you guys. How did the brand start and where are you based?
Lack of Color: Thank you so much – that means the world. We are currently based in Burleigh Heads on the sunny Gold Coast of Australia. We wanted to make hats fun, modern, and wearable again and bring them into the modern age. But also make them affordable. Thus the LOC story was born almost ten years ago, back in 2011.
Photography by Jason Lee Parry
AG: First design memory?
LoC: My sister and I used to half make random things like skirts or bags. We’d go to the fabric store, get the fabric and start making something. But would then run into trouble and have to get our mum to finish off what we’d started (much to her dismay because she’d have to undo all of the things we did incorrectly and then basically start over).
Fashion era you relate most to?
LoC: Depends what mood I’m in but probably the 90’s as I’m a 90s kid.
AG: You always have some great classics in new season colours. What inspired this new ‘Utopia’ collection?
LoC: When the world took a turn earlier this year, we felt like everyone was feeling a little isolated and alone. So we dreamt up a really cool concept for our next campaign + collection, Utopia. It was shot on location by Jason Lee Parry in Acrosanti – an experimental and remote town in the high desert of Arizona.
We kind of wanted to create some styles that could keep you incognito, as you move about your day in this strange new world. We wanted the styles to be mysterious, but also have that signature LOC liveliness, look and feel. Still offering classic styles we know people love, whilst introducing some amazing new styles, like the new wool style, The Mirage and the new straw hat, The Cove.
FAST FAVOURITES
AG: Hat?
LoC: The new Mirage
AG: Song?
LoC: Purity by ASAP Rocky
AG: Model at the moment?
LoC: Meghan Roche
AG: Place to visit?
LoC: France
AG: Words to live by?
LoC: we all have choices…
AG: Spot in AUS?
LoC: The 4224 (shhh)
AG: Person to be around?
LoC: Rob <3
AG: Color?
LoC: Yellow
AG: Dinner Spot?
LoC: Baskk
AG: Muse ?
LoC: Buffy Summers
Lack of Color’s favourite model of the moment, Meghan Roach
Photo via @meghanroche
Lack of Color’s Favourite Hat - The New Mirage
Photography by Jason Lee Parry
AG: My hats are worn forever and ever. I swear I still have some caps from high school, do you have a hat with special significance?
LoC: I have this really cool old Rolling Stones cap that belonged to my dad. In photos of us when we are younger, my sister and I are wearing the hat. So it’s cool that it has now ended up in my possession.
if you had a uniform what would it be?
LoC: Some slides, a little white sundress, and a bucket hat.
Photography by Jasmine Dowling
I DREAM FOR YOU CAMPAIGN
Photography by Brydie Mack
AG: We also love your clothing brand, I Dream For You, what inspired your clothing line?
LoC: I DREAM FOR YOU was born out of the desire to create clothes we wish you could already buy. Clothing that tells a story or has that look or feel that you sometimes can’t put exactly into words. We wanted the brand to be suitable for guys and girls. And we also needed sustainability to be at the forefront of what we do.
AG: The pandemic has thrown our industry for a loop. How have you had to adapt in Australia?
LoC: We have been pretty lucky where we live in QLD. We have not been disrupted too much – especially compared to other places around the globe.
Once we realised people wouldn’t be traveling or going about their regular days/lifestyle – we still wanted people to feel a sense of community. We created these cute little sunshine cards to place in all orders – urging our customers to make sure they still get their daily dose of sunshine and that it increases their cognitive function, improves their immune system + it adds a little sparkle to their day.
Photography by Jason Lee Parry
What does sustainability in fashion look like to you? We love that your HQ has solar panels, your packaging is made from 100% recycled materials, and your straw is sustainably farmed.
LoC: I feel like we know more now about the state the world is in and we must do better. I think to introduce a brand or work in the fashion industry and not have this in mind would be careless. I would like to see the turn and burn framework that fashion is based around right now, reduced dramatically. For people to create more timeless designs.
It’s super important to connect with your customers now that most of our shopping is online, is there anything you’d like your customers to know?
LoC: We love & adore them, the LOC community is stronger than ever and we hope that our hats can add a little joy and sparkle to your day.
Photography by Brydie Mack