Assembly Label 10 Years Ago Is Just As Fresh Today

The only place to find re-released archival designs from the local brand we’ve all loved for years.

To celebrate Assembly Label’s 10th anniversary (and ours!) we’re releasing an exclusive capsule of archival logo tees and sweats so you can give your old faithfuls a little update. Since 2011, the Australian label has made itself known for its timeless and versatile essentials – never straying too far from a minimalist aesthetic that pays homage to a relaxed, coastal lifestyle. Wondering how the brand had got it so right from the very beginning, we took a walk down memory lane with cofounder Damien Horan.

First of all, congratulations on 10 years! Was it always the plan to keep Assembly Label running a decade later?
“Thank you. We set out to create products with timeless appeal, we didn’t think too much about milestones, though we’ve always been mindful of how day to day decisions frame the Assembly Label brand. It’s incredible to reach 10 years, testament to a talented team with a shared brand vision.”

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What’s one thing about the brand that has stayed true since day one?
“A modus operandi ensuring everything we do aims to connect with many people.”

Are there any areas of the brand you are looking to evolve?
“Always, we’re currently looking into new product expansion, new categories that nod to the brand lifestyle and design values.”

Has there ever been a time when you’ve wanted to stray from the minimalist aesthetic?
“I’d be lying if I said no, human nature aside though, we have a team aligned on a clear vision, working collaboratively to progress the brand in ways that nod to the unique aesthetic.”

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To celebrate THE ICONIC’s 10th birthday, you’re re-releasing an exclusive capsule of archival logo tees and sweats – what memories does this collection bring back?
“Many, the long hours, the high caffeine consumption, the overlapping warehouse studio, an unwavering appreciation for typography design and a lifetime of laughs!”

And finally, if you could only wear one outfit for the rest of your life, what would it be?
“A t-shirt and jeans, forever classic, and when cared for well, they get better by the wash.”