After languishing in sweatpants, the designers assured us that the dopamine band-aid would satisfy fashion’s big pullbacks, but for younger customers, millennial pink and Bottega green barely scratch the lingering itch to smack. Express.
The search for something louder to wear at revived festivals and reopened nightclubs, instead of dancing at home with no one watching, has spurred strong sales of sinister coats and psychedelic print T-shirts.
In the first half of the year, at clubwear specialists Tibbs & Bones on Melbourne’s nightclub-laden Chapel St strip, sales were up 300% on previous years, including pre-Covid -19. Sydney’s Double Rainbouu in Paddington also attracts those who start the night early in the morning with clothes for every color craving.
“After a few years without parties, there was an influx of sales,” says Jade Matthews, co-founder of Tibbs & Bones. “There have been lots of parties and doofs this summer and sales have remained strong as people plan their outfits for the next wave of events.”
Doofs are outdoor dance events, requiring doof coats, plush, multi-pocketed items that can cover metallic vinyl bikini tops or gold hot pants in early morning Uber queues. Imagine the sound you hear standing next to a speaker playing psytrance music at deafening levels as you swing under the gum trees and the doof description starts to make sense.
“They’re our most popular item,” Matthews says. “You can’t go out without a doof coat at night or you’ll freeze. You need the pockets, the hoods, the works.
For Matthews, the renewed retail optimism aligns with the store’s mission to make people feel comfortable expressing themselves in a way that gray hoodies and sensible pants won’t. will not allow. As they compete with other club specialists in the digital marketplace, the in-store experience encourages personal growth alongside sales.
“Ours is a very safe space,” says Matthews. “It’s a place where people come and experience. We get young people to try a different way of dressing for the first time, it’s more niche than traditional retail chains can offer.”