Virr a high end luxury leather bag and shoe label has boomed from Sydney. With high quality and intricate detailing, it is believed to be almost the younger sibling of our all time famous Hermès. These timeless pieces will last you almost a lifetime! I would totally grab one if I was you! Because I would!
Click Here for Q&A
Virr will be showcasing at the Fashion Forward Festival Sydney on the 7th - 9th May 2010.
To check out more of Virr's , find out more about Australia's emerging & independent fashion designers & to support AIDS research & awareness head on down to the free fashion cultural event. For more info log onto www.fashionforwardfestival.com.au
To check out more of Virr's , find out more about Australia's emerging & independent fashion designers & to support AIDS research & awareness head on down to the free fashion cultural event. For more info log onto www.fashionforwardfestival.com.au
Click Here for Q&A
Designer
J Neate
Name of label and why it is called that?
VIRR - the label has an old European influence. The word virr comes from the latin word vir meaning 'man' or 'man of courage' Apparently the word Virr may be a variant of the medieval French given name "Ver" from the Latin "Verus", meaning true. Personally I like the sound of it like 'virtue'.
Age
26
Where are you based?
Sydney
When and how did you decide design as your career?
My father always taught us to appreciate quality and style. This appreciation stayed with me and when I couldn't find any bags I liked on a world trip I looked into making my own!
Were you always a fashionable person?
That depends on through whose eyes you look. Through my own? not really. Was I comfortable with who I am, perhaps.
What was the process/ how did you start beginning your label?
I started drawing. Lots of designs. Some concepts I just drew in my head. I also studied business, so I started writing a business plan.
Why bags and shoes?
Every second person is starting a t-shirt label. I found bags shoes and accessories more interesting & undeveloped in regards to the style I wanted to portray.
Did you have any education in fashion? if so, where? if not, how did you learn the technical aspects?
Apart from the fathers education, I have been helped immensely by friends in the industry. Friends that work for large fashion houses and who already own their own labels.
How did your friends/family react to you turning to design?
Very positively, I'm sure they have had their own reservations, but with lots of encouragement. Either way it wouldn't have mattered if they were against it.
How do you approach your designs each season?
Well I'm only offering the first range now, so cant really speak for each season. The accessories are by range not season, meaning the team can afford a less stressful agenda. And we are not pushing out pieces just to meet seasonal demands.
What are your aesthetics/inspirations?
Inspirations are drawn from many sources. The environment, poetry, the ancients, illustrations, black and white movies, symbology, esoteric subjects, gentlemen and ladies. The list is always growing
What's the underlying message of this collection/ themes?
Well the first assemblage is influenced by the poem by Samuel Johnson 'The Vanity of Human Wishes'. The first 10 lines are about observing humanity around the world, looking at human frailties (hope, fear, desire, hate, pride). It looks at how people are 'shunning ills' or 'chasing airy good'. I could go right into this a lot further, but I'll say that the pieces in the collection are to invoke appreciation not cheap pride (or 'airy good').
The fashion industry is so competitive, how do you keep you label sustainable?
VIRR is not trying to follow trends, we just want to make great pieces, that are timeless. We believe this philosophy will sustain us.
Are you working internationally with stocking,etc?
Not yet, but plan to.
How is your label unique from others in Australia and abroad ?
There are few that focus on quality and individuality, fewer that carry such archaic appreciation and not a lot of purely accessory labels.
Who is your target market? What/why do you think your products appeals to them?
Consumers with a timeless sense of style, those that appreciate individuality, raw lines, and have an archaic appreciation.
I believe good models help a lot in selling. What kind of models' outlook/style do you choose for your label and shooting?
We are running a luxury label, our models are classic looking, to suit the labels personality. We have just used a lovely lady Barbara Di Creddo, who is on the brink of huge things in europe and New York.
What will the public expect to see next, coming from your label?
There are ladies shoes and boots on the way, new shoes for lads and some one-off pieces to be released.
What's your favourite piece from your label?
The laptop envelopes or the Repository bag.
What the most popular piece customers like?
All varied, so far no favourites which we see as a good sign.
Why should we choose VIRR?
A unique style, distinguishes you from the others, states a person of conviction, quality and control.
For people who don't know your label, how would you describe it in a sentence?
VIRR, a distinct and luxurious accessory label, an attestation to days that were.
J Neate
Name of label and why it is called that?
VIRR - the label has an old European influence. The word virr comes from the latin word vir meaning 'man' or 'man of courage' Apparently the word Virr may be a variant of the medieval French given name "Ver" from the Latin "Verus", meaning true. Personally I like the sound of it like 'virtue'.
Age
26
Where are you based?
Sydney
When and how did you decide design as your career?
My father always taught us to appreciate quality and style. This appreciation stayed with me and when I couldn't find any bags I liked on a world trip I looked into making my own!
Were you always a fashionable person?
That depends on through whose eyes you look. Through my own? not really. Was I comfortable with who I am, perhaps.
What was the process/ how did you start beginning your label?
I started drawing. Lots of designs. Some concepts I just drew in my head. I also studied business, so I started writing a business plan.
Why bags and shoes?
Every second person is starting a t-shirt label. I found bags shoes and accessories more interesting & undeveloped in regards to the style I wanted to portray.
Did you have any education in fashion? if so, where? if not, how did you learn the technical aspects?
Apart from the fathers education, I have been helped immensely by friends in the industry. Friends that work for large fashion houses and who already own their own labels.
How did your friends/family react to you turning to design?
Very positively, I'm sure they have had their own reservations, but with lots of encouragement. Either way it wouldn't have mattered if they were against it.
How do you approach your designs each season?
Well I'm only offering the first range now, so cant really speak for each season. The accessories are by range not season, meaning the team can afford a less stressful agenda. And we are not pushing out pieces just to meet seasonal demands.
What are your aesthetics/inspirations?
Inspirations are drawn from many sources. The environment, poetry, the ancients, illustrations, black and white movies, symbology, esoteric subjects, gentlemen and ladies. The list is always growing
What's the underlying message of this collection/ themes?
Well the first assemblage is influenced by the poem by Samuel Johnson 'The Vanity of Human Wishes'. The first 10 lines are about observing humanity around the world, looking at human frailties (hope, fear, desire, hate, pride). It looks at how people are 'shunning ills' or 'chasing airy good'. I could go right into this a lot further, but I'll say that the pieces in the collection are to invoke appreciation not cheap pride (or 'airy good').
The fashion industry is so competitive, how do you keep you label sustainable?
VIRR is not trying to follow trends, we just want to make great pieces, that are timeless. We believe this philosophy will sustain us.
Are you working internationally with stocking,etc?
Not yet, but plan to.
How is your label unique from others in Australia and abroad ?
There are few that focus on quality and individuality, fewer that carry such archaic appreciation and not a lot of purely accessory labels.
Who is your target market? What/why do you think your products appeals to them?
Consumers with a timeless sense of style, those that appreciate individuality, raw lines, and have an archaic appreciation.
I believe good models help a lot in selling. What kind of models' outlook/style do you choose for your label and shooting?
We are running a luxury label, our models are classic looking, to suit the labels personality. We have just used a lovely lady Barbara Di Creddo, who is on the brink of huge things in europe and New York.
What will the public expect to see next, coming from your label?
There are ladies shoes and boots on the way, new shoes for lads and some one-off pieces to be released.
What's your favourite piece from your label?
The laptop envelopes or the Repository bag.
What the most popular piece customers like?
All varied, so far no favourites which we see as a good sign.
Why should we choose VIRR?
A unique style, distinguishes you from the others, states a person of conviction, quality and control.
For people who don't know your label, how would you describe it in a sentence?
VIRR, a distinct and luxurious accessory label, an attestation to days that were.