How Commas’ Richard Jarman built a men’s resort wear brand and found success overseas

Not like many fledgling designers who enrol in style programs and attempt to find out about enterprise later, Jarman studied economics and had nearly accomplished a grasp’s in property improvement when he determined to launch Commas as an alternative. He didn’t see a lot of the seaside for the primary couple of years.

“I used to be doing the design, creative-directing the model, heading up manufacturing and doing the advertising and marketing,” he says. Then the enterprise gained momentum.

Jarman was in a position to rent workers, which allowed him to reconnect with the ocean and “unencumber headspace” for inventive considering. “That reference to nature every single day is so essential,” he says now.

Jarman says he obtained no exterior funding and has maintained full possession of the corporate, though that will quickly change. “We’ve received actually huge goals, and to scale to that stage correctly goes to take different folks,” he says, including: “Now we have collaborations within the pipeline, working with sturdy names out there.”

Though he’s coy concerning the actual nature of these collaborations, Jarman speaks enthusiastically concerning the rising variety of ladies who’ve begun to purchase the label’s considerably androgynous resort put on. There can be equipment, too, and a footwear vary due for launch in June.

Jarman is fast to credit score Emma, who just lately assumed duty for world gross sales, for a lot of the model’s success. “She’s at all times been indispensable,” he says. “The boundaries are tremendous blurred, however we don’t attempt to battle it.”

The 36-year-old is upfront about his plan to prioritise abroad markets within the years forward. He’s conscious that the model’s Australian identification is especially resonant in sun-starved Europe and aspirational North America.

“We haven’t achieved that by means of advertising and marketing, both,” he says. As a substitute, he has spent a major period of time within the northern hemisphere, constructing relationships with the consumers who’ve develop into his largest champions.

In opposition to this backdrop, Jarman characterises domestic-market success as a bonus. “It was a shock after we began connecting on one other stage right here at residence, though very welcome,” he says.

He describes Commas as a “relationship-driven enterprise” and sounds nearly wistful when he says: “From a inventive standpoint, you typically must do issues the place you’re not centered on return.”

However his outlook is comfortably Zen. “Generally, you don’t land the place you thought you’d. And typically, issues far exceed your expectations.” When the strain does mount, he retains issues easy.

“I’m going for a swim.”

The April Style challenge of AFR Magazine is out on Friday, March 25 inside The Australian Financial Review. Observe AFR Magazine on Twitter and Instagram.