DI$COUNT UNIVERSE

DI$COUNT UNIVER$E have always worked within the parameters of their own vision, image and identity. Launched in Melbourne in 2010 by designers Nadia Napreychikov and Cami James after their blog attracted a cult following for bold ideas and fashion forward theories, ‘DI$COUNT UNIVER$E’ attributes one of their original quotes as the backbone for their brand that has become an ‘international phenomenon’ (Vogue.com): DI$COUNT UNIVER$E is a brand, an idea, an image, a dialogue, a strategy, a transformation, a design, a blog, a motion picture, a label, a personality, a website, a quote, a garment, an emotion and an evolution. DI$COUNT UNIVER$E is whatever we are doing at the time.’ DU 2009 DI$COUNT UNIVER$E does not align itself with the traditional fashion seasons rather it takes itself as seriously as the fashion system takes its consumer. DI$COUNT UNIVER$E mirrors how the web operates as a system, releasing small, erratic collections, sometimes even of one, or no garments. The evolution of the online consumer has superseded the industries pace; with the evolution of the web and democratisation of citizen journalism, in the form of the blog and social media, the system is outdated. DI$COUNT UNIVER$Erecognises that the virtual consumer greatly differs to the traditional fashion consumer, and provides an outlet to satisfy these buying trends. DU pieces are produced to align with consumer spending patterns rather than a superfluous system that doesn’t make sense for the new breed of consumer.