Value

READ THIS OR YOU WON’T UNDERSTAND WHAT DI$COUNT’S ABOUT.

Perhaps it’s time to tell y’all what we’re really doing here. We’ve been putting this post off – for reasons we’re not really sure of – maybe to give us time to try and thrash out exactly how we could ‘package our vision’ (lol) – in a way that makes it easier for both you and us to understand. Things are moving and changing, and it’s clear to us that now is the time to divulge our motivations for this blog, our desires for the near future and basically about what this whole DI$COUNT thing is all about… The blog thus far has felt as if it is simply scratching the surface of something that is about to be much, much, much more…

We only met at the beginning of 4th year – the final year of the fashion design degree at RMIT University. The course is pretty much a total mind-fuck for all involved, but even more so for those that don’t necessarily want to sit and ‘suck the RMIT teat’. Both us found we had begun to create things that had no ‘typical’ “contextualization” as outlined in the brief, and the fashion system that was being preached was something that as much as we tried, we both couldn’t seem to relate to. The kind of work we were producing was generally pigeon-holed – gallery floor or editorial (so nothing in particular, and especially no financial stability), and the job prospects circulated around internships, and working for other people – climb the ladder style shit – which of course is absolutely brilliant for some, but simply not what excited either of us.

Both of us have been, for quite some time, pretty hard into technology and online communication. In fact, we both wrote our thesis last year on topics that revolved around the future of online creativity, dissemination, showcasing and communication. This probably has a lot to do with how limiting it can feel to be in the Australian market, not only feeling isolated on a geographical scale, but also having inverted seasons to the rest of the world (obviously with climate change, amongst many other things, seasons are becoming increasingly irrelevant). Through use of the Internet, we gain access to rest of the world instantly, it closes the gap between trends in what are considered the ‘fashion mecca’s’ of the world and our own local trends. We’re  increasingly moving towards larger scale global trends because information is so instantly passed through channels around the world. Through online retail, and the ability to buy from anywhere in the world, we’re now able to choose season/trend/culture/style – irrespective of location. The fashion market has been cut up the guts, and the playing field is much vaster and more diverse than ever before, though simultaneously, it has created even ground. Money is not nearly as huge of an advantage where it used to be. To start up a conventional label you need capital (for maintaining retail space, stock etc), whilst by using the net, anyone can enter the market and gain interest and momentum through the use of various online communication systems. (Although we have to note here, that of course, there are many well known celebrities, blogs and labels etc that have succeeded from cash and access not talent… it just gives a better voice and platform to the little guy)

All these things were going through our heads during the course of our graduate year, and we were increasingly under the realization that our work and outcomes didn’t really fit within the traditional Australian fashion market. Another thing we know is that we are really lucky to be doing this at this very time, because some years ago we wouldn’t be in such a position. The current fashion system is outdated – NOW IS THE TIME TO CHALLENGE IT and recreate the framework.

The evolution of the online consumer has superseded the industry’s pace. In essence, we recognize that the traditional fashion system lags even in comparison to the counterfeit one. If you acknowledge that collections are designed (give or take) 6 months before the images of them are released and then available for purchase a further 6 months later, it becomes transparent that with the evolution of the web and democratization of citizen journalism, in the form of the blog, this system is outdated.

If you compare this to how these images were originally distributed in the form of magazines and certain authoritative websites, it is important to acknowledge that the amount of outlets that have now become available for this dissemination has multiplied beyond belief, resulting in infinite saturation of the trend. It is not uncommon that imitation products are released even before the initial design. We all know what happened to the infamous Balmain jacket, the images were released months before the physical jacket was available, and then Zara and Topshop copies were retailed even before the original. The internet is propelling the organic, traditional flow of fashion, and it’s eclipsing the system it exists in.

We came up with DI$COUNT because we refused to change our ideals to fit into the system.
Our idea of fashion stretches beyond just clothing.
We don’t want to focus on just our love of clothing. It’s kind of irrelevant nowadays because of the democratization of media and advertising, and also how autodidactic learning through the internet has provided the means for people to teach themselves the skills they need without necessarily studying it specifically – meaning you can create your own brand without the cost, limitations on genre/field – cross disciplinary work is becoming easier and more expected, to be a ‘jack of all trade’s’ etc. Fashion is becoming an ambiguous term; it was never exclusively applicable to just clothing, yet was popularized by the clothing system to the point where most of us seem to have a hard time remembering what the word actually means.

We were taught a way of designing clothing and a way of existing as a designer in today’s society, which in most cases, other than if you were to enter at a really high level, don’t offer much opportunity. The fashion education system (at least what we were exposed to), didn’t show us all the options – it was closed minded and traditional and taught a specific way to be a designer, through forcing concepts and fitting in to certain systems. The web has created new channels, we’ve seen it change the music industry and print journalism, and of course it is therefore inevitable that it is changing fashion.

DI$COUNT allows us freedom. We’re designing our own place in the system. It’s through the subversion of, the fucking with the fashion framework, that DI$COUNT was developed, and the output is steeped in humour and irony, cliché and imitation.
DI$COUNT is a brand, an idea, an image, a dialogue, a strategy, a transformation, a design, this blog, a motion picture, a label, a personality, a website, a quote, a garment, an emotion and an evolution.

22 Responses to “READ THIS OR YOU WON’T UNDERSTAND WHAT DI$COUNT’S ABOUT.”

  1. G says:

    Was waiting for this!

    Utterly awe inspiring…… biting my nails for the next bit!

  2. TASH says:

    WORDS CANT DESCRIBE HOW I FEEL RIGHT NOW! PERFECT INSPIRATION!

  3. Beautifully written, thought provoking article. You really hit a lot of issues right on the head. It’s exciting to see such talent really embrace new media beyond live-streaming fashion shows. Can’t wait to see where you go from here! xo

  4. Steve says:

    Right on!
    That was a pretty killer chunk o’ words there, you two might just be on to something……
    Tear the fashion world a new one (and then sew it up again with some sort of black stringy leather thing).

  5. You guys rule. I just can’t affirm that enought.

    Coming from the same educational institution I could not agree more with what you’ve described (despite having a completely different style to you guys, I don’t fit into their all-too-specific vision of ‘fashion designer of the future’, and feel that I’ve learnt very little of value to the real world) and it shits me to think that both of your striking & innovative work had to be a product of rebellion rather than an open discourse, because really, if they don’t want to produce people like you, what the hell are they trying to produce??

  6. Jocelyne says:

    So TRUE!!! I’m glad to hear that you are trying to change the archaic system, good luck to you!!

  7. Joy D. says:

    This inspires me. I am happy you can write such a thorough synopsis of what your blog means.

    JD
    iplayfaves.blogspot.com

  8. Julia says:

    Let me first of all state that in my two years or more of reading blogs, this is the first comment i have ever felt the need to leave… i too coming from a similar educational institute, completely agree.

    while reading this i got shivers, the two of you are an inspiration and i’m sure your endless talents will lead very far. x

  9. Emma says:

    Great article. I’ve just come from the other fashion degree out at RMIT’s brunswick campus, which wasn’t a bad course really but they were on the opposite end of the spectrum where any sort of creativity was shut down with gusto. Everything had to have a reason and if you were to be serious about getting any kind of job in the industry, you couldn’t get your hopes higher than QA at Pac Brands… if your lucky.
    I came out of that course all chewed up and spat out and wasn’t lucky enough to meet someone that was on the same page as me. I’m your very lucky to have come across each other being on the same page.
    I really hope you guys kill it when you get everything together. There is so much out there beyond anything Australia has to offer. We just don’t have the population to sustain such talent but I have every faith that if there’s anyone that can turn this industry on it’s head it’s you guys

  10. DI$COUNT is a brand, an idea, an image, a dialogue, a strategy, a transformation, a design, this blog, a motion picture, a label, a personality, a website, a quote, a garment, an emotion and an evolution…. and we are all for it.

  11. james says:

    wow.. this is really exciting! can’t wait to see what di$count comes up with next.. i’m starting 1st year fashion at rmit university (city campus) this year. very interesting to briefly hear what the degree is like from an insider.

  12. Queen Michelle says:

    This is really refreshing to read. I like that you are both not only clearly kindred spirits working in tandem, but you are fearless enough to take on a mammoth task with guts and gusto. Bravo girls!

  13. camille says:

    So glad I read this….now I am definetly going to continue reading the blog..can’t wait to see what more you have to offer.

  14. Avarine says:

    wow, you guys rule!

    that is all.

  15. LADIVASOSA says:

    Wonderful and raw. I love this and thought I was the only looking at my teachers in design school with absolute confusion when they explained to us how to carve out the ideal fashion career. I find it incredibly ironic that most art and design schools demand that you prove your creativity to them when applying, only to be accepted and forced into a “tried and true” box.

    The world is changing faster than we can even fuckin think and I find it laughable that the fashion industry focuses so much on the future while moving at a snail”s pace. I mean, how the fuck does that result in success?

    We need to go back (but not in THAT way) where fashion, as well as life really was about artisanship and pure expression and not hype and making on time fuckin deliveries 30x a year, no a SEASON.

  16. Carmen says:

    Well said, best of luck! So far: fucking great! Look forward to seeing whats next.

  17. Elyse says:

    I want in on this shit.

  18. Jones says:

    How funny that many design students entering the industry in the conventional sense..say a designer/product developer working in the established way could be assumed to have been part of this ‘lag’ or traditional system yet for a major retail store such as Zara they are the fuckers that have soley and collectively mutilated the industry; munching up all new trends before the intellectual property owners even realised they had it. And all the while they have really just added to the new system and helped to make a new framework essential and more readily encouraged. hmf

  19. Kim says:

    the mooz. sorry it’s taken me so long to get on here. incredibly thought provoking and inspiring… pleasure to read. i see so much of you in this… the rebelious teenager i knew and loved in high school has in no way been quashed by her tertiary institution! congrats for not being afraid of chasing after something that’s unconventional… but i guess you never have been. obviously not well versed to comment on the fashion side of things but you web-fuckers with all your emo spin are what us traditional journalists are afraid of. turf war?

  20. Arlene says:

    inspiring… but im still confused as to where to buy there jackets!

  21. Chrisst says:

    I read the words, now lets see the fashion.

  22. pilar says:

    ummm, FUCK YEAH! just saw a photo of katy perry in one of your re-donk-u-lous outfits and went what the… came to your site and just had my head blown off. AWESOME, radical, edgy, hot, funkadelic. can’t wait to wear some of your killer garb – that 2014 collection is off the charts. stoked and inspired, thank you! and keep it up! my new fave fashion folks, i salute you!

    love and glitter FOREVAH,

    pstarr in cali

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