Australian fashion and lifestyle brand Assembly Label has arrived in the East End, opening its doors to forge meaningful connections with the local community.

As far as store openings go, Assembly Label’s was more a gentle slide into Rundle Street’s fashion district than a thumping arrival.

Assembly Label is known for its beautiful, minimalist women’s, men’s and children’s fashions inspired by the Australian coastal lifestyle.

Brand manager Harriet Fearnley says when opening each new store, they look to foster connections within the neighbourhood rather than elbow their way in.

Our city’s thriving design and art community has already caught their attention. In preparation for the opening, Assembly Label selected two hand-made pieces by emerging local sculptor-ceramicist Eloise White to reflect the label’s considered design ethos.

The first is displayed in-store, while the second will be the prize in an Instagram giveaway to celebrate the Rundle Street store’s launch.

Local furniture maker James Howe’s J7 Day Bed is also a focal point within the store, and the plan is for the Rundle Street frontage to eventually introduce an artist-in-residence program, which Assembly Label has established across stores in Australia and New Zealand.

The James Howe J7 Day Bed (not for sleeping)

Last Christmas, Assembly Label worked with Australian makers on bespoke pieces for gifting in their stores interstate.

“It felt really intimate and personal, as we weren’t trying to sell volumes – it was a considered choice from our end,” Harriet says.

The addition of the store is helping to build the street’s reputation for Australian fashion. Rundle Street East & Maras Group brand manager Sara Della Verde said the group was “thrilled to be bringing such a modern and progressive label” to the East End’s growing offering.

“We want visitors and locals alike to enjoy all that Rundle Street East has to offer year-round, it’s a lifestyle hub that has an incredibly diverse mix of fashion boutiques and hospitality venues, with community at it’s centre,” Sara said.

“Having such an approachable and experience driven label join the East End adds to the precinct’s vibrancy and unique culture.”

The serene, minimal aesthetic of the store reflects the brand’s designs, which she says are crafted to stand the test of time.

“Not just in terms of trends and fashions, but also in quality,” she explains. “We want our customers to have pieces they’ll love and treasure… something that’s really beautiful, functional and high quality, at a price that is really respectful.”

Established in 2011 by Damien Horan and Daniel Oliver as a menswear label offering a fresh take on clothing for an outdoor and surfing lifestyle, Assembly Label is a considered offering on all fronts.

“The way that we define minimalism is in removing things, so the clothing becomes its most essential form,” Harriet says.

“It means that its true integrity relies on the hand feel, shape, colour and quality of the fabric.

“We’re designing for the lifestyle of our consumer, thinking of what’s functional for them.”

The naturally luxurious fabrics include pure wool, cashmere and alpaca for winter, alongside silk and organic cotton. Recycled yarns are also incorporated into some knits.

This winter’s range includes bold colours, such as canary yellow, petrol blue and scarlet to pop against the neutral mainstays.

Harriet says there are deliberately few adornments to the clothing, enabling easier recycling at end of life. However, she stresses that the garments are designed as “forever pieces”.

“There’s a timelessness to our designs. Each piece is something that can be in the wardrobe for many years, and we see every season not so much as a standalone moment, but how it would fit in with what people already have in their wardrobe,” she says.

Sustainability is important to the brand, but they are keen to avoid any association with greenwashing.

“We see it as a journey, rather than ticking a box,” Harriet says.

“We’re open with the fact that any fashion isn’t sustainable in some sort of way, no matter what you’re doing, if you’re [producing] a virgin piece of clothing.

“But there are little things that you can do [as a fashion label] to either inform the customer or give them a choice.

“For us that is our Re-Worn program, where we accept people’s old Assembly Label clothing and repair and launder it, so someone else can buy it and give it a new life.”

Harriet says it’s a goal of the business to help consumers avoid sending their clothing to landfill.

“For customers who don’t want to buy something that is brand new, they’ve got the option to buy second-hand and extend it’s the clothing’s lifecycle that way,” she says.

Assembly Label’s range includes swimwear made from Italian ECONYL regenerated nylon – an innovative, recyclable material that comes from nylon waste.

They also stock a curated selection of Australian brands, including Hay tableware and perfumes from Mihan Aromatics, plus homewares from Danish maker Ferm Living.

“We’re really particular in sourcing and finding the right products that our customers love that fit their lifestyle,” Harriet says.

“Assembly Label is about freedom, being outside and living your life, not being beholden to trends or styles.”

Assembly Label invite you to discover the new season collection at 257 Rundle Street, or via their website.