Agenda-setting intelligence, analysis and advice for the global fashion community.
The fashion industry veteran joined DrizaBone last Spring in a bid to revitalise the renowned-yet-sleepy Australian heritage label founded in 1898, known for its signature wax jackets and oilskin coats.
It’s an opportune time to relaunch the brand. The pandemic sent demand for outdoor clothing soaring as socialising and exercising was largely driven al fresco. The “Gorpcore” outdoor wear trend that was gaining momentum before Covid-19 hit has continued to flourish during the crisis.
Under O’Shea’s leadership, DrizaBone — a play on “dry as a bone” — will move to a near-monthly drops model, with styles designed to suit the seasonal needs of consumers throughout the year. The first drop, available on the brand’s newly launched e-commerce site, consists of eight key styles, going beyond DrizaBone’s flagship raincoat to include technical bombers and trucker jackets.
In addition to expanding the outerwear offering, O’Shea plans to upgrade the technical credentials of fabrications to better compete in the market today. He has already relocated product manufacturing back to Australia, and last week launched a new brand campaign starring two of the biggest names in Australian football, Jonathan Thurston and Buddy Franklin, as Outback cowboys.
ADVERTISEMENT
Formerly buying director at Mytheresa, O’Shea, who himself hails from rural Queensland, served a brief stint as creative director of the Italian menswear label Brioni before starting his own label, SSS World Corp, in 2017. He cashed out of SSS World Corp shortly after the pandemic hit, exiting to focus on his new role at DrizaBone. The new job was also chance for him to step away from the limelight, he said.
“I don’t want to be the centre focus, I don’t want to design or create for my own intentions...I just want to be a custodian for an Australian icon,” he said. “I don’t want to be ‘creative director,’ I’ve just got the keys to the estate, and I just want to look after it and make sure it grows and expands and lives for another generation.”
