The story behind Sydney swimwear brand Venroy is an absolute cracker. We’ve been following Theo and Sean intently since the brand launched and last week we sat down with the gents to share some stories and have a chat about the evolution of the brand.
Since the launch of the brand in 2010 Venroy has redefined the concept of ‘blown up’. From humble beginnings with only three stockists in Sydney (Mint, Above the Clouds and Alfies Friend Rolfe) the boys have expanded to a worldwide operation with Sean based 6 months of the year at their LA office and have since secured big name stockists like Fred Segal, Kitson (USA), Simons (Canada), Oshmans (Japan) and David Jones. Venroy has also captured the luxury resort wear market very literally with their products now available at Bellagio and Aria in Vegas, Four Seasons in Hawaii and across W Hotels in California and Florida.
Whilst the list above may appear a little pretentious, Theo and Sean couldn’t be further from it – to be honest I think they’re a little overwhelmed by the world’s new found love for Venroy. Since the first release, which was gobbled up by close friends, the gents have focused on perfecting the quality of their products, making adjustments to the design, stitching and materials to ensure durability and accentuate detail. Venroy grew organically, and as their mates demanded more Theo and Sean realised the potential of the brand and really got the ball rolling.
The coolest thing about the brand is the story behind each of the designs, something I think has been relatively unrealised until now. Each design captures a moment of their journey, manipulated by Theo and transferred to their shorts through an intricate digital printing process called sublimation. Images are printed onto specialised papers and subjected to a heat transfer process. The ink is converted to gas then bound straight to polyester enabling the gents to create photorealistic in-house designed prints which tell the unique story of Venroy and NEVER fade.
We got Sean and Theo to pick out a couple of shots that have inspired past and current designs.
Free standing bar finished with Stingray hides which was photographed to produce the ‘Stingray Steve’ short.
During the gents first stay in LA at The Standard the gents photographed this pink doughnut while lounging around the pool eating fish tacos. It found its way onto their ‘The Standard’ short from their 2nd collection.
Finally we got the boys to pick out a teaser shot for next summers collection which was accompanied with a great story from Theo who ended up with a lovely Colombian girl who shared a very cosy one bedroom apartment with her mother in Miami. This shot was taken with a surreal hangover from the balcony of said female’s home so watch out for it next summer!
There’s no doubt the boys have had quite an adventure and have learnt a lot along the way. We all had a laugh as they told us the story of their first trade show in the US where they didn’t realise they had to book appointments to showcase their range and sat twiddling their thumbs wondering if they’d made a big mistake – thankfully the postion of their stall and their products (which spoke for themselves) ensured the show was still a success and Venroy kicked off its dominance of the US market.
At the end of the day Venroy is brand impossible to dislike and easy to get attached to. It’s hard not to respect two guys doing what they love and dominating the market they’re in after such a short period of time. You can now find their new ‘Divide and Conquer’ range in over 75 stores across the US, Canada, Japan, Spain, Qatar and of course Australia, recently celebrating their arrival in David Jones. Venroy are also offering free express postage at their online store.
To celebrate the summer of Venroy. TVG and Venroy are giving away a combo pack of Venroy shorts through our Facebook page, be sure to head over and get involved!