Two good mates, Damien Horan and Daniel Oliver, launched Assembly Label in 2009 with a focus on creating an aspirational line of high quality basics at an accessible price point for the everyday consumer. Clean and modern design aesthetics are applied to the laid-back coastal lifestyle of Australia and have resulted in some of our favourite basics and wardrobe staples.
Damien and Daniel gained experience working for large scale commercial fashion companies and shared a like-minded appreciation for fine design and well made clothing. The two mates lived together and shared many common interests such as music, surfing architecture and design, so it was a natural progression to launch their own clothing company in 2009. Assembly Label began as a menswear line offering core staples and tailored garments. It has since expanded into denim, outerwear, swimwear, accessories and homewares, and in 2014 they debuted their first women’s collection which was an instant success.
The collections are designed in Sydney and are inspired by their coastal surroundings, nature, and their travels. Mood boards and themes evolve into line drawings and designs which then get sent off to their suppliers and factories to be made. Authenticity, a love of simplicity and timeless sophistication are amongst the brands most fundamental values. Quality and functionality are at the core of their designs and empower their customer to go about their everyday life in comfort and style.
The same values can be seen in their retail stores. Designed together with Mr and Mrs White, their retail locations create a memorable experience for the customer, sharing the simplicity and clean aesthetic of their designs. They opened their first concept store in 2015 in Bondi, Sydney where both the boys have lived. They have since also opened stores in Melbourne and Brisbane.