There are so many brands selling an impossible dream. So I decided to sell it like it is, and design a range of clothes that are exactly what they appear to be. It’s fashion, but not as you know it.
It was particularly interesting to learn all about setting up a business, from top to toe. I’m quite chuffed with the end result. I've sold a bunch of merch at a range of local maker's markets, and it's brilliant actually seeing people laugh at the idea and then buy something so laden with irony.
If you want to buy some of the range just go to www.itiswhatitismelbourne.com.au and spend up big. That way I will make some money. And I really hope you wear it, so other people ask you where you got it, and then they buy some too. That way, I’ll make more money. After all, it is what it is.