An Australian fashion designer has almost completely sold out of her latest snack-inspired collection after Aussies snapped up the fun prints and eclectic, unisex pieces.
Ashleigh Vallis, who lives in the NSW beach town of Yamba, launched Summi Summi’s “Sea Snacks” range on September 1 to rapturous applause, using the collection to kit out the ultimate holiday wardrobe with dresses, tailored linen-wear, ribbed skirts and summer tanks.
As of October 17, 80 per cent of the collection has been purchased by fashion-forward consumers.
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The young mum first started Summi Summi as a children’s clothing label before her adult friends’ began wondering if they could purchase the neon-printed looks in larger sizes.
So Ashleigh developed a range of cotton basics in bright tones in 2019 that almost immediately sold out and the current iteration of the business was born.
The brand is now worth more than $1million and earlier this month launched its first brick-and-mortar store in Byron Bay, just north of Ashleigh’s hometown.
Sea Snacks is a return to the brand’s use of signature bold colours, seen in a continuation of core pieces in linen and ribbed cotton.
The brand explores new materials in this collection, introducing its first viscose, denim prints and gradient colour blended pieces, making basics fun again.
Named after Ashleigh’s love of the sea and snacks, the collection speaks to the carefree and effortlessly playful aesthetic of the brand.
“When life gives you lemons, squish them into your duffle with your latest Summi Summi and escape seaside,” Ashleigh said.
“This collection is inspired by my love of snacks, and the outfits I’d wear for my 3pm Coles snack run. It features punchy block colour ways, bold statement prints and hand painted motifs.
“Watch the days float away as you sip on G&Ts, absently turning the pages of the #1 New York Times best seller ‘The subtle art of not giving a f*ck.’”
Ashleigh mindfully crafts seasonal ranges to suit all shapes and sizes, championing inclusivity and minimising environmental impact.
This collection is no different, with a broad range of the styles suitable for anyone and everyone to wear.
Each range is made to order to avoid mass production, and all orders are shipped in certified eco-friendly packaging.
Summi Summi is currently stocked in more than 40 boutiques across Australia, including Alterior Motif, Turquoise Lane, Girls with Gems and Better With Friends.
To see the full range, visit the website here.
