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.
Assembly Label take pride in creating practical products made from quality materials that exude a sense of effortless luxury. Their 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, their collections are built for a life lived between the city and the sea.
The Assembly Label community and connection to the environment is core to their brand. The brand has 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 the brand hopes to provide insight into their individual craftsmanship and celebrate their creative contribution to local communities.
As we see our customers adapting to new ways of working and living in their homes, we are definitely seeing a surge in popularity for our Kin Fleece sets – a true comfort essential. In line with the seasonal shift to cooler weather, we are also experiencing a greater demanding for our cosy knits in merino wool and cotton.
Q&A with the owners of Assembly Label
What's the most popular item in-store right now?
What makes your brand unique/ different?
We truly value quality and functionality at the core of our business. Our minimal approach to dressing and living is anchored around this concept and runs throughout every aspect of the brand, from our social media presence to our retail doors. Less is definitely more, and our customer appreciates that our offering is curated to the best possible products for them.
What product are you currently loving in your collection?
A highlight product from our current offering – particularly during the cooler months – is our Coastal Blend Tea, in collaboration with Mayde Tea. It has a smooth blend of citrus and peppermint notes, perfect for cosy Winter afternoons.
Assembly Label is open daily with heightened health and safety measures to protect the wellbeing of staff and customers. Just in time for the cool weather shift, a number of new knitwear essentials have launched in store, in a soft palette of seasonal hues. Other new product highlights include a capsule range of soft-touch fine corduroy pieces, perfect for transitioning through the seasons, and pure cotton essentials in a new Thyme colourway, inspired by the rich tones of evergreen trees and forests.
Embodying a modern coastal lifestyle, Assembly Label also stocks an offering of minimal homeware must-haves, including ceramics, candles and tea, perfect for nesting and enjoying your space throughout the Winter months.