Secret Squirrel-Secret South, best shopping Sydney & fashion business, Interview

on . Posted in Sydney

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BRI CHEESEMAN
CO-FOUNDER SECRET SQUIRREL 
SYDNEY

What Carey Mulligan loves about the label and why Bri gets fixated on The Royal 
Tenenbaumswe discover
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When Carey Mulligan discovered local fashion label Secret Squirrel whi
le filming The Great Gatsby in Sydney, the Oscar-nominated actress became the latest in a long list of women to fall for the brand.

What once started out under a canvas umbrella at Sydney's Glebe markets, now has 
earned its reputation as ‘one to watch’. The force behind the fashion label, with a unique sense of quiet luxury, are Sydney-based creative couple Bri Cheeseman and Andrew Prince.

For Secret Squirrel’s forthcoming winter 2012 collection, Art Class, the team has collaborated with Melbourne-based artist Ainslie Fletcher, who was employed to create the striking yardage prints. 

We were lucky enough to pick Bri's brain about entrepreneurship, style and beauty. Enjoy this little sneak peek into her world!

DID YOU ALWAYS WANT TO WORK IN FASHION AND START YOUR OWN LABEL OR WHAT DID YOU WANT TO BE GROWING UP? artclass e

I always wanted to work for myself and always had a keen interest in clothes and dressing up, so I guess it was inevitable I would end up doing this.

ARE YOU ALREADY WORKING ON THE NEXT COLLECTION AND CAN YOU ALREADY TALK ABOUT WHAT’S IN STORE FOR NEXT SEASON?

We’ve just wrapped up Spring Summer 12/13.  It’s a lovely progression on from our current winter collection – lots of print, colour and texture on beautiful, minimal, and easy to wear silhouettes.

WHAT DO YOU FIND MOST CHALLENGING IN RUNNING YOUR OWN BUSINESS?

Getting everything done! There’s always lots to do and never seems to be quite enough time to do it in. 

WHAT’S YOUR LITTLE PIECE OF ADVICE FOR WOMEN WANTING TO START THEIR OWN BUSINESS?

Do it!  It’s wonderful working for yourself and there is never a dull moment. Starting your own business is an 
excellent way find out a lot about yourself as a person as well.
 
IN WHAT WAY DOES THE BRAND REFLECT YOUR OWN PERSONALITY AND HOW WAS THE NAME SECRET SQUIRREL BORN? 

The brand is all about beautiful, simple, classic clothing that is perfect for going to work and then out with friends afterwards.  This feels like a real reflection of who I am as a person and how I like to dress. 
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The name came out of a phrase we used say – Secret Squirrel meant you knew something cool that was not generally known; a secret.  It had a nostalgic feeling about it as well which suited the style of clothes we were making when we first started out. The label has really evolved over the years and grown up with us in a way, and next season sees us exploring this with the name…stay tuned!

THE BEST THING ABOUT YOUR JOB IS:

The flexibility that comes with working for yourself.artclass4 e

WHO DO YOU ADMIRE?


Jason Pearce from Spiritualized for making such incredible music, Matt Amsden for living life raw and my mum for bringing up three kids when she was so young herself.

WHAT MAKES YOU LAUGH?

My dogs, friends and family.

WHERE DID YOU SPEND YOUR LAST HOLIDAY?

In Bundanoon, a tiny town in the Southern Highlands.

WHAT DOES STYLE MEAN TO YOU?

Someone who is stylish has an eye for fashion, music and design without necessarily trying to.

YOUR FAVOURITE MOVIE IS…

I get fixated on a movie and love to watch it over and over until I’m sick of it. At the moment it’s The Royal Tenenbaums!

MOST FAVOURITE PLACE TO HANG OUT AT THE MOMENT?

We’ve been working hard on the front garden at our studio and at the moment it is in full bloom. It’s so beautiful and relaxing to sit in it and take a break with the birds and butterflies, it’s one of my favourite places to hang out in at the moment.

collection IF YOUR BEST FRIEND CAME TO TOWN WHERE WOULD YOU TAKE HER SHOPPING?

Oxford Street Paddington around Glenmore Rd, there are some great spots to shop there.

MY EVERYDAY BEAUTY ESSENTIALS ARE…

Sunscreen, mascara and Aesop’s damascan rose facial treatment.

I CAN’T LIVE WITHOUT…

My fiancée Andrew and our two dogs, Boo and Pip.

A QUOTE TO LIVE BY:

If you have a problem and can do something about it, there’s no need to worry. If you have a problem and can’t do anything about it, don’t worry about it either because you can’t do anything about it. A lengthy quote, but a good one to live by!

IF YOU COULD HAVE DINNER WITH THREE PEOPLE, ANYONE, WHO WOULD YOU PICK?

Gillian Welch, Johnny Greenwood and Hope Sandoval.  Now that would be an intense dinner!

THANK YOU, BRI.

The collection can be found at cult destination store, Pigeon Ground Clothing & Records and other stores across Australia as well as in the label's own online store.

Find them on Facebook or connect on Twitter


UPDATE: In August 2012 Secret Squirrel re-launched under the new name Secret South.


-by LOCALSPOTTER

Photos: Courtesy of Secret Squirrel 

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