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Melbourne fashion agency Styletica, which specializes in creating collections for influencers keen to capitalize on their social media following, is helping Simpson take his first steps towards runway dominance.
The range is promoted as environmentally conscious, with a focus on organic cotton, recycled polyesters and compostable packaging, as well as working with ethical factories.
“Because of COVID-19 and the approach we’ve taken, it’s been slow to get going. We’ve taken a pretty steady path and looked at every aspect of the process, trying to make it as conscious as we can,” he said.
“Compared to fast fashion stuff. You would call that slow.”
With future collections, Simpson plans to shave more than seconds off his production time as he approaches Ralph Lauren style dominance. Sleeveless tops are not appreciated, but not surprisingly, swimwear is part of the next wave.
“I have ambitions to diversify,” he says. “I want to make swimwear. I really like haute couture, luxury and formal wear.”
The evolution of style. Cody Simpson attends the opening of Forever 21 Times Square, New York, 2010; iHeartRadio Music Awards in California, 2016; In Tribeca, New York, 2019.Credit:Getty, Wireimage
Part of the reason the tailored jackets and printed shirts Simpson created for ex-pro surfer Luke Stedman’s label in 2016 are missing from the collection is the relaxed new approach to life he’s adopted with his girlfriend and swimmer champion Emma McKeon. .
“I wanted to have things I could wear in my life and currently, for six days a week, I’m in the pool and the gym,” he says. “I often wear these pieces to the gym, hanging out at home or on the couch napping and stuff.”
Sleep is essential to keep up with Simpson’s workload, which he says is no different than other swimmers who don’t have 4.6 million Instagram followers or paparazzi documenting their love lives.
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“Other swimmers are studying at university, starting businesses or have other jobs. This is mine. I like to stay busy. I like to have other things outside of the pool. Even if they stress me out from time to time.”
“If my shoulder blew out tomorrow and I couldn’t swim again, I’d like to know that I wouldn’t go into a deep dark pit of feeling lost. It’s not my full identity.”
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