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Industrie Clothing is targeted at 20-somethings with classics of cotton and denim.
Their style is effortless, casual and simple. Industrie originally presented itself as down-to-earth and masculine. Based in Sydney, the brand was first introduced in 1999 as street wear for men, but has since branched out to include women and kids’ clothing.
Their men’s range is a no-nonsense collection of plain jeans, cargos and deliberately crumpled, collared shirts. They also stock formal wear: a collection of suit jackets, waistcoats and even the rare ironed shirt or two. A recent addition is the range for women.
It has a softer feel, with a few faded florals brightening up the clothing racks and balancing out the khaki and denim.
The collection is a variety of printed tees, knit cardigans, casual skirts and of course, the hardline jeans. Men’s and women’s pants go for around $100, whilst shirts are tagged around $40 - $50, putting them on par for price with most youth brand names available in department stores. Industrie hasn’t forgotten the little ones either, stocking a kids’ range from tots to early teens, under ‘Industrie Girls’ and ‘ABCD Industrie’ for boys.
It has a similar style and price range to the adult collection, but with a tad more colour. In 2003, Industrie outlets opened across Australia and the company now has 42 stores across the country, with more to open through the year.
These stores aim to reflect the style of their clothes with a serious lack of decoration, pants stacked haphazardly on their shelves and rock music blasting through their speakers. The face of the brand is smouldering American model, tattooed Didier Cohen. Miranda Kerr, David Jones ambassador and Australian supermodel, also lent her name to the Industrie title.
In a February 2009 photo shoot she posed with a shirtless Cohen, the steamy snaps symbolising and celebrating David Jones’ signing of Industrie, previously a fashion brand of rival store, Myer. The brand has a uniquely Australian, earthy feel, with the harsh WA desert serving as a backdrop to a further Cohen-Kerr photo shoot in June 2009. Whilst the denims might be hard, the company’s heart is not.
Industrie teamed up with CanTeen in 2007 to release a range of Christmas travel packs, raising money for youths with cancer.
In October 2008 they designed a collection of bandanas, for Australia’s annual National Bandana Day. Characterised by toned-down blues, blacks and greys, the brand has you covered for those good quality, lasting basics.
Article written by A. Porritt for archfashion.com.au and edited by the archfashion team Industrie also have an Industrie Kids profile for childrens clothing. Images provided by Industrie. Copyright of Fashion Pages Pty Ltd 2009 References:
Industrie Clothing, http://www.industrie.com.au/
Hollywood Treatment, ‘Miranda Kerr & Didier Cohen: Outback Promotional Duties’, 7/6/09, http://www.hollywoodtreatment.net/blog/?cat=390
Jolly People.com, ‘Industrie Myer CanTeen Christmas Travel Kits’, 11/11/07, http://jollypeople.com/blog/2007/11/11/industrie-myer-canteen-christmas-travel-kits/
Jolly People.com, ‘CanTeen National Bandana Day’, 10/10/08, http://sydney.jollypeople.com/national-bandana-day/
The Insider ‘Celebs in Denim: Miranda Kerr & Didier Cohen in Industrie’, 5/2/09,
The Rocking Horse ‘Industrie Kids and ABCD Industrie’, http://www.therockinghorse.com.au/catalog/index.php?manufacturers_id=78