Australia is slowly establishing its own identity and gaining global recognition in street fashion through the physical and social media presence of stores such as LoFi and DOOMSDAY. This week we were introduced to Australian brand Butter Goods. Their latest SS14 (Australian summer) collection is promising and focuses on subversive youth culture.
Going by the lookbook here the brand’s roots and ideals stem from skateboarding. Over the past five years many young brands have taken the message originally sparked by Erik Brunetti’s FUCT and carried it over for a new generation of discontented youth to interpret. Major players such as Stray Rats have been leaders of that DIY, punk and subversive aesthetic. Butter Goods looks set to establish its own identity in that realm through similar means, with its heavy use of symbolic graphics, hostile tag lines, tattoo referencing and designs featuring hot women.
This particular collection feels pretty complete for a young brand, with t-shirts, long sleeves and a mix of headwear available. It’s cool to see a brand born out skateboarding and all of the attitude that comes with it. Though nothing new, it’s a point of view and lifestyle that at least has meaning and substance for the people behind Butter Goods. That’s a really strong place to communicate from and no doubt a lot of people with similar ideals will respond to that message.
Available from Fifty Fifty now.