A perfectly timed collaboration between two iconic Australian accessories brands is making waves this week, after Oroton and July announced a gorgeous limited edition collection.
Combining innovative Aussie design with timeless craftsmanship, the collaboration features a July Matte Carry On Trunk in Crema with a matching Oroton Ellis Canvas Tote, bringing together the Sydney style stalwart (established 1938) with the fast-rolling Melbourne upstart — and former Smart50 Awards winners — (founded in 2018).
Explaining how the collaboration came together, July co-founder Athan Didaskalou told SmartCompany it was six months in the making.
“I met Jenny Child [Oroton CEO] for a lovely lunch in Sydney in November last year, and as we talked ideas it was immediately clear that we were both keen to do something together.”
“I want to do cool shit, Oroton wanted to do cool stuff, and so we decided to go for it.”
“Oroton is true Australian fashion luxury,” says Didaskalou, emphasising the appeal of collaborating with the Aussie icon.
“Everyone has an Oroton story. Their product under creative director Sophie Holt has just gone off. Every time my wife wears something fantastic and I ask her where it’s from she says: ‘Oroton’.”
“It’s a pinch-me moment, in fashion it’s sometimes tough to be accepted. But not only did they want to collaborate, but we haven’t seen a negative comment. That really says something.”
Oroton’s senior leadership agree. “Australians are known for their love of travel and infectious sense of adventure,” said Jenny Child, Oroton CEO. “Collaborating with Athan and the July team provided us with an opportunity to blend the design ethos of both brands to offer a new interpretation of ‘go-to’ travel pieces.”
As the thousands of fans responding positively on social media show, two iconic Australian brands collaborating in such a way that makes perfect sense — from brand and consumer perspectives.
“The product looks really sick,” said a very excited Didaskalou. “Everyone is really happy. It’s a really nice platform to get started with.”
The Oroton x July collaboration is available for purchase exclusively at select Oroton and July stores, and across both July and Oroton online.
And this isn’t even the most exciting thing happening for July this month, with the Australian Olympic team about to roll off to Paris with official partner July’s luggage.
“Oroton and the Olympics happening in one month, and that month being July, you really couldn’t write that marketing plan better,” said Didaskalou.
“With Oroton’s timeless design and July’s perfected carry-on, this collection aims to elevate one’s travel experience, offering both elegance and functionality to travellers worldwide. Bring on Euro Summer.”
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Simon Crerar is the managing director of Impact&ble, a sustainable impact advisory firm. He was editor-in-chief of SmartCo Media from 2022-24, and before that the founding editor and then GM of BuzzFeed Australia. Simon began his career on Fleet Street at The Times, and has also worked for the SMH and News Corp Australia. He champions businesses having a positive impact on LinkedIn.
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