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Melbourne fashion agency Statistica, which specializes in creating collections for influencers looking to maximize their social media presence, is helping Simpson take the lead to the runway.
The range is environmentally conscious with a focus on organic cottons, recycled polyesters and compostable packaging as well as working with ethical factories.
“It was slow to move because of Covid-19 and the approach we took. We’ve taken a pretty sustainable route and we’re trying to make it as intuitive as possible by considering all aspects of the process,” he said.
“Compared to the fast fashion stuff. You call this slow.”
In the coming collections, Simpson plans to shave seconds off his production time as he approaches Ralph Lauren-style dominance. Polo shirts don’t rank for mention, but not surprisingly, swimwear is part of the next wave.
“I wish to separate,” he says. “I want to make swimwear. I really love high quality clothes, luxury and formal clothes.
The evolution of style. Cody Simpson attends the opening of Forever 21 in Times Square, New York, 2010. iHeartRadio Music Awards in California, 2016; In Tribeca, New York, 2019Credit:Getty, Wireimage
One of the reasons Simpson, who created customized jackets and printed shirts for the ex-professional who created the Simpsons Make Us Smile label in 2016, is absent from the collection is his new lifestyle with girlfriend and champion swimmer Emma McKeon. .
“I wanted to have things that I could wear in my life and now I’m in the pool and in the gym six days a week,” he says. “I wear these pieces to the gym most of the time, when I’m out at home or laying on the couch and picking things up.”
Sleep is essential to keeping up with Simpson’s workload, which he says is no different than swimmers who don’t have their love lives on Instagram or the paparazzi’s 4.6 million followers.
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“Other swimmers are going to university, they’ve started a business or have other jobs. This is mine. I like to be busy. I like to have other things outside of the pool. Even if they bother me sometimes,” he said.
“I want to know that if my shoulder blows out tomorrow and I can’t swim again, I won’t go down a deep dark hole of feeling lost. It’s not my whole identity.”
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