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Melbourne fashion agency Styletica, which specialises in creating collections for influencers eager to capitalise on their social media following, is helping Simpson takes his first steps toward runway domination.
The range is promoted as environmentally conscious, with a focus on organic cottons, recycled polyesters and compostable packaging as well as working with ethical factories.
“Due to COVID-19 and the approach we’ve taken, it’s been slow to get going. We have taken a pretty sustainable route and considered every facet of the process, trying to make it as conscious as we can,” he said.
“In comparison to the fast fashion stuff. You’d call this slow.”
With coming collections, Simpson plans to shave more than seconds from his production times as he inches closer toward Ralph Lauren-style domination. Polo shirts don’t rate a mention but not surprisingly, swimwear is part of the next wave.
“I do have ambitions to diversify,” he says. “I want to do swimwear. I really love higher-end clothing, luxury and formal wear.”
Style evolution. Cody Simpson attends the Forever 21 Times Square opening, New York, 2010; the iHeartRadio Music Awards in California, 2016; In Tribeca, New York, 2019.Credit:Getty, Wireimage
Part of the reason that tailored jackets, and the printed shirts Simpson created for former pro surfer Luke Stedman’s label Insted We Smile in 2016 are absent from the collection is the new laid-back approach to life he has adopted alongside girlfriend and champion swimmer Emma McKeon.
“I wanted to have things I could wear in my life and currently, for six days a week, I am in the pool and gym,” he says. “I wear these pieces to the gym a lot, hanging out at home, or on the couch taking naps and stuff.”
Naps are essential to keep up with Simpson’s workload, which he says is no different from other swimmers who don’t have 4.6 million followers on Instagram or paparazzi documenting their love life.
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“Other swimmers are studying university, starting businesses or have other jobs. This is mine. I like to stay busy. I like to have other things going outside the pool. Even if they stress me out occasionally.”
“If my shoulder blew out tomorrow and I couldn’t swim again I would like to know that I wouldn’t go into a deep dark hole of feeling lost. It’s not my complete identity.”
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