FAT: Store Profile
FAT in Melbourne, Australia is a denim institute. The lovely people behind the stores scattered throughout Melbourne are Bianca Wiegard, Rachael Cotra, Sarah Hamilton and Kym Purtell. Their love for all things offbeat and intrinsically original in design had their beginnings in 1998. Carrying some of the best denim brands going around at the moment we were lucky enough to catch up with Bianca Wiegard to get a FAT insight into the world of denim.
1) Why do you think is it that after 200 years jeans are still one of the most popular items of clothing?
Because they're always current. Jeans have a unique ability to evolve and inspire. We identify them with music, art and cultural movements which means everyone connects. Even today, there is something classic yet rebellious in jeans which means the youth are always re-inventing and developing they're own connections, hence they are ageless, genderless, classless, and malleable to infinity.
2) Denim retail is a competitive business, how do you ensure that your shop stands apart from the rest?
We have a refined and unique offering. Together with our other fashion, home wares, and accessories labels we hold a very unique and individual brand mix that stands us apart.
3) What is the story, if any, behind the name FAT?
It's a base line in music, Fat. Our first store was Fat 52 it had a great ring to it. As we grew we dropped the numbers and kept the Fat.
4) How many stores do you have?
Four in Melbourne, GPO, Chapel St Prahran, Chadstone, and Brunswick St Fitzroy
5) Who is your typical customer?
Socially aware and culturally interested. Interested in fashion, popular culture and the arts, they have a unique fashion outlook. Someone who steers away from the mainstream and commercial in fashion and almost everything else in life. People like us.
6) With hundreds of denim brands to choose from how do you decide which to stock?
It's like picking any of our brands, it's based on what we love, what the customers are looking for, what inspires us and we are wanting to wear and see ourselves.
7) What are your top 3 best selling brands/styles?
Nudie, Otto, Cheap Monday.
8) Which are your favorite pair of jeans that you are selling right now?
The Otto High in the Storm.
9) Which style(s) of jeans are a must for every persons wardrobe?
Skinny High Wasted - they're so versatile as a slick casual offering or dressed up evening style.
Slouchy relaxed - summers calling and sometimes we need to be able to breath in our jeans... Just sometimes.
10) How does your shop best help the customer find their perfect pair of jeans?
We have the perfect range offering for most people, really helpful staff, with great product knowledge and a love of denim.
11) Any tips for how to best look after your favorite pair of jeans?
All in all just wear them to death, that's what there meant for.
12) How long has the company been running and what made you get into fashion retail?
11 Years. We felt that retail fashion was just not as good as it could be - Not when it came to the selections of products, and most importantly the feeling of retail spaces.
13) 2009 is a difficult time for everyone involved retail what do you think you biggest challenges will be this year and also 2010?
I think people just have to stay on top of their business, you have to be involved, changing and evolving to the machinations of people and business.
14) What are your thoughts on the increasing number of celebrities designing their own lines of denim?
None really, it's fine celebrities will put their name to anything, Pasta Sauce, Shampoo, Mobile phones.
15) Who's denim style inspires you the most?
The people on the street, taking a old style, and making it new.
16) What is the worst denim crime?
Spandex Leggings fashioned as a pair of jeans, I don't get it, just wear the real thing.
17) Which trend is going to be big for 2010?
A slouchy relaxed style, although we have been stocking it for a while, the style has taken a while for punters to click onto, so I think we will see them jump onto it summer 2010.
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