Wardrobe.NYC, The Anti-Fast Fashion Line, by Josh Goot and Christine Centenera

Wardrobe.NYC, The Anti-Fast Fashion Line, by Josh Goot and Christine Centenera

Meet the Aussie design-duo's anti-fast fashion line.

Meet the Aussie design-duo's anti-fast fashion line.

Text: Danielle Combs

The fashion industry as we know it is at a turning point—one where designers can continue to meet the high-octane demands of producing multiple collections or those who choose to break down barriers with lines that don’t exhibit fashion’s exhaustive schedule. The next line to step up to the plate is WARDROBE.NYC—the brainchild of Josh Goot and Christine Centenera who saw a need within the industry to create a direct-to-consumer label.

The radical new luxury concept, is a collection of modern essentials available in single, in-season drops for men and women who value quality and style but want an alternative to the relentless production and consumption cycle that is endemic to the fashion industry as it stands. In an exclusive interview with V, Goot and Centenera sat down with us to discuss the concept behind their groundbreaking line.

How was WARDROBE.NYC conceived?

JG: It was born from observations I had made after moving from Sydney to NYC. Watching the way people live and move around the city, it’s so different from home. There is a real uniform. I was also thinking about the state of the industry and the constant discussion around the changing landscape. We landed on this concept as a way to continue working in the industry we love, but doing something that made more sense from a business point of view.

Why do you think producing a direct-to-consumer collection is important in today’s industry?

CC: Being able to offer this level of luxury product with no retail mark-up is the reason why there have been so many DTC business’ opening in the last few years. What is unique to Wardrobe is that we can offer the customer a better, higher quality of goods at a price currently not available on the market.

It seems as though designers are beginning to stray away from showing ‘traditional’ collections. What does anti-fashion mean to you and why is it important for today?

CC: The idea is based on the essentials and that’s what feels so in line with a growing sentiment we have noticed, not just with ourselves, but among our network of friends and colleagues. Less is more approach to buying quality, long lasting non-trend items.

JG: For me, having had my own ready to wear brand, producing four seasons a year, it’s been a refreshing experience working on just eight women’s and eight men’s pieces, really refining the deigns over around five or six rounds of sampling. It’s been great to get each item to a place where, I hate to say perfect, but a really strong place that feels democratic because they fit is really flattering to most body types.

What made you decide to land on the pre-pack idea?

CC: I think we take for granted how often people find it difficult to get dressed in the morning. I think this provides a solution. As for how we landed on the eight pieces, it was Josh’s idea to provide a ‘wardrobe’. Both of us lead active lives and I think we both appreciate those pieces that we wear again and again. The items that are versatile and of great quality, and we both like to know we’re wearing items that are well made. We got it down to the eight pieces that we think form the basis of a wardrobe that can be worn together as an ensemble or mixed back with fashion pieces.

Trends will always have their place in fashion but it seems as though consumers are looking for timeless pieces that won’t go out of style over time. How does your line fit into this new type of mentality?

JG: We’re interested in “no statement”. It’s essentials, a kind of purity and minimalism, and it’s a much deeper development cycle compared to a collection business that is broader and shallower. Here we have the luxury of taking the time to source the ideal textiles and sample them in various ways, to do wear tests and wash tests and see what performs and all of that stuff, which is a really nice way to work.

As a whole the line is infused with wardrobe essentials. What was the inspiration behind the collection?

CC: We knew from the very beginning that we wanted the first collection to be based on tailoring. It’s something each of us wear a lot and really does form the foundation of our wardrobes.

As your line ultimately grows, what do you hope to achieve? Will you expand into accessories? 

CC: We will introduce a new themed collection each season, we are already thinking about our spring collection, which will be most likely focused around the idea of “urban sport”. It’s really difficult to find athleisure that’s not branded, that doesn’t have big logos all over it, but that’s still beautifully made.

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