Wesley Hartwell is Creative Director at Australia’s hot, up-and-coming fashion house, Nobody. Their amazing denim is now at HG2, and our customers and staff are loving it.

Wesley recently took some time to do a little back and forth with HG2. Here’s what transpired.

Note: For the purpose of this interview, the word `laundry`when used by Wesley, means an operation where denim is taken and treated in different ways to create a unique look.

HG2: For those unfamiliar with Nobody, can you give us a brief history of

the line?

WH: Launched in 1999, nobody grew out of a small denim customisation laundry in the backstreets of Melbourne, Australia’s Fitzroy, a suburb known for an eclectic mix of artists, students, cafes and its live music scene. Nick and John Condilis’ family had started their own laundry here in the 1980’s and had developed all their own tools and techniques for hand-customising denim. In 1999 they decided to launch their own label as an experiment into the beauty of denim and what can be achieved.

They started by taking the finest Japanese cloth and asking, “what can we do to make this really special?”

This is what we continue to do every day in our laundry.

HG2: What is it about Nobody denim that makes it unique?

WH: There’s a couple of things . Our own laundry, and 30yrs of self-taught

experience in customising, and brining out every fabric’s intricacy and

subtle characteristic. `

Also, the in-depth knowledge of the reaction of denim in shrinkage, so we can continually re-fit to get the perfect fit on every jean and every wash colour.

The ability to create super-authentic wash customisation treatments, not contrived treatments.

This originality and desire to make the best is what we call our “creative integrity,” and is core to our brand philosophies, so my creative directions are always something that’s inspiring me and our team to create fresh, new and exciting product.

This then informs the entire Nobody team, so our marketing and pr teams work together from the same creative inspiration as our design team, rather than merely showing the collection, it’s a far more creative, inclusive collaboration.

HG2: What is Nobody’s brand philosophy?

WH: It’s what we call “no designer-hero,” which is the idea that life is a collaboration around shared ideas and meanings, not individual “heroes”

authoring, designing or owning truths.

HG2: What is it about the word “philosophy,” that when used by a blogger in an interview it makes them sound pretentious? ;0

WH: Haha, your words not mine! Nobody does have a philosophy, I don’t think its pretentious, only if it is overshadowing the creation and design of the product.

If its underpinning it, I think that’s necessary as the heart of creation in any form. Maybe people tend to be cynical and presuppose that fashion – and casual fashion in particular – is not serious, and doesn’t need a philosophy.

And so if they hear about it they think it’s either marketing spin or pretension. I don’t blame them, but it’s not always the case.

HG2: What do you think Canadian customers will find enjoyable about

Nobody’s unique, Australian look?

WH: I think we have a down to earth vibe, and a way of creating a lot of

detail that you can interpret your own way. And wear in many different

outfits. There is also a quality you can rely on to last for many, many

years.

HG2: What does the future look like to Nobody with regards to denim and

fashion?

WH: We just launched our 2010 10year collection, which focussed on a very

vintage aesthetic, we called it “Australian heritage collection.”

It has been so well received that we are continuing it indefinitely. Our premium collection is more art based and inspired, and that is expanding and becoming a very exciting collection, with each piece infected by art aesthetics and inspirations, they are our main two area of focus this

season.

HG2: If people want to learn more about Nobody, where can they go?

WH: www.nobody.com.au <http://www.nobody.com.au>  (check out my blog on that site too)

www.twitter.com/thecultofnobody <http://www.twitter.com/thecultofnobody>

http://www.facebook.com/pages/The-Cult-of-Nobody/172903410238?ref=ts

<http://www.facebook.com/pages/The-Cult-of-Nobody/172903410238?ref=ts>

HG2: Surfing or snowboarding?

WH: Our director john sometimes surfs, the rest of us are bar-hounds.

HG2: Rap, indie rock or House?

WH: Well for nobody, it’s a clash of incongruous music. At any nobody party

or in our office you will hear track after track that doesn’t go together. Think the knife, followed by ac/dc, followed by Ya kid k,

followed by  obscure canto pop covers, then Laurie Anderson, guns and roses, yeah yeah yeahs, hot chip, some old italio house like numero

uno,and probably some Nas (we worked with him last year and he is very amazing) and maybe finish up with chicks on speed, yoko ono and Neil

diamond.

HG2: Any blogs or websites that are all the rage in Australia right now

that you think our readers may enjoy?

WH: The blogs I look at are always changing, I get bored easily, but always

there is:

Showstudio.com

And then now and again someone new and fresh with a new perspective and

I’ll get obsessed for a while.

At the moment its Mikkel Radicke from Sweden http://boohyouwhore.com/

<http://boohyouwhore.com/>

Here are a few pics of some Nobody items stocked at HG2.