Assembly Label was born from a desire to create well-made products that embody the relaxed, Australian coastal lifestyle. Reflecting an appreciation for minimalist design, our collections are clean and considered, favouring high-quality materials and refined detail over adornment.
Established in 2011 by cofounders Damien Horan and Daniel Oliver, Assembly Label was created to provide purposeful wardrobe essentials for men and women. Through carefully curated design principles with a minimalist influence, each and every touch point of the Assembly Label brand reflects a simplified approach to clothing and lifestyle pieces for coastal living.
We take pride in creating practical products made from quality materials that exude a sense of effortless luxury. Our items are offered at an attainable price point and designed in classic silhouettes with pared-back colour palettes to carry you from day to night with ease. Marrying highly considered form and function, our collections are built for a life lived between the city and the sea.
The Assembly Label community and connection to our environment is core to our brand. Since our inception, we have sought to explore, collaborate with and support local designers, photographers, architects and artists with a shared appreciation for minimalist design and relaxed coastal living. In an effort to inspire, innovate and communicate we hope to provide insight into their individual craftsmanship and celebrate their creative contribution to local communities.
What are some of the highlights and challenges you have experienced in creating your own business?
Where do we begin? We have experienced so many highlights and challenges, but you need to experience the challenges to really appreciate the high points. A key challenge that we have been faced with is the rapid growth we experienced with the launch of our woven styles. Keeping up with the demand was quite difficult in terms of production, space and staffing. To add, being in the midst of all of this rapid change has made it challenging remaining true to our core values while managing everything else, however we remain focused on this as a priority. In regards to the highlights we have experienced, a major one is the numerous relationships we have formed through St. Agni. We have been blessed with the honour of having worked alongside so many incredibly talented individuals.
What do you miss about living in Australia?
Being close to the ocean and my beloved family and friends. Also, there is a different, more calming frequency over here that I feel when I come back.