In 2010, Casa Melbourne was founded as a 100% handpicked Pima Cotton basics brand. The Ethos- from Farm to Factory (in Peru).
Priding itself on high quality, timeless and versatile wardrobe essentials designed to endure- and better still, socially and environmentally friendly.
We spoke to Tom, Co- Founder of Casa, about why he started the brand, a few challenges he's faced since the brands inception and some proud moments.
How did Casa start?
My business partner and I wanted to create a good quality, reliable product at an affordable price.
We sourced a fabric supplier in Peru that used amazing cotton. Handpicked yarn, weaved into Pima cotton. A very thorough process and the end result was fantastic, customers were really responsive to the high quality cotton.
As you know I have just launched my first collection, can you remember your first collection? What did you find challenging?
To start, we just had three T-shirts in the range. With four to five colours.
I stocked a range of samples in the back of my car and would drive around to men’s boutique stores, it was 2011 and there were plenty to visit.
I would roll in with a rack full of our range and pitch our garments to them, quickly gauging their interest- whether or not they would stock our pieces.
September of 2011 Casa launched and appeared in 33 retailers.
At time it was difficult to find the courage to approach these Retailers. We believed in what we were doing and never doubted the quality but it certainly was daunting to walk in and try to express that belief. They would either buy it on the spot or simply turn you away.
We found we were mostly accepted by the higher quality retailers.
Casa has become a well known and established brand. What are some of your proudest moments?
My proudest moment was probably coming across somebody I didn’t know wearing our top. I remember sitting outside at a café and saw a man in a maroon top walking towards me.
I said to a friend “I think he is wearing our top”.
I waited for him to pass so I could check the tag on the back was Casa. It was.
There have been many highs and like many businesses- we've had our fair share of lows. One in particular that stands out is with a supplier we met at the Clothing and Textile Expo in Melbourne. We had developed a close working relationship, invested our time and shared Casa concepts with them (future collections 6-12 months in advance). I had come into the office one morning to be faced with an email from our linen supplier saying that their doors are now closed and they have shut for business.
A lot of people don’t realise the lengthy process of launching a collection.
To take it from an idea - to product on the shop floor, can take up to 12 months. So for us, to have invested so much time with such a niche supplier - and now have nothing to show for it.. was really difficult for us.
What is more important to you when designing your collections. Versatility, Comfort or Price?
Quality first and foremost.
Our brands reputation is built on quality and durability of our garments.
We design pieces that are versatile and can be worn many times.
Our brand is a daytime brand, specialising in basics.
Most pieces can be dressed up and down, paired with various items and styled different ways.
Worn casually, or elevated into something for a more specific occasion.
What is your favourite Ninety Degree piece?
The basic short sleeve T- shirt really stuck out to me.
I love that its 100% cotton, as quality is really important. The Herrington tape stitched from the collar to the shoulder is great. This will help the t shirt keep its shape and wont scrunch like a lot of tee’s tend to do.
