Best, formerly known as Best Jumpers, refines its identity and expands its offerings to better cater to the evolving fashion needs of women in Australia.
A significant brand evolution is unfolding in the Australian fashion landscape as Best, formerly known as Best Jumpers, has officially restructured its identity and product offerings to better cater to an evolving customer base. Based in Melbourne, Best has long been recognized for its commitment to Australian-inspired design, emphasizing quality, technique, and fabrication for both men and women.
In an interview with Inside Retail, the brand’s representative expressed that the transition from Best Jumpers to simply Best is not primarily a rebrand, but rather an evolution. “We haven’t been calling it sort of a rebrand, more a sort of brand evolution,” said Best. Acknowledging his initial apprehension about changing the established name, Best noted that the decision to proceed with the shift has proven to be positive.
In response to increasing customer feedback and demand, the brand has introduced an additional women’s capsule collection alongside its existing unisex offerings. This move reflects a growing commitment to addressing the needs of its female clientele while remaining true to the brand’s core identity, which celebrates a culture of dynamic design. “We’ve gradually developed our aesthetic for women over time, and this season we’re offering something more cohesive – something that still feels distinctly Best,” stated Best.
Historically, Best’s unisex collections have drawn inspiration from traditional menswear. However, the brand’s new women’s offerings seek to refine these elements to better accommodate a diverse range of female body types. “The unisex garment isn’t going to fit all shapes and sizes,” Best explained. The introduction of the Daisy double-pleated pant, noted as Best’s first ladies’ trouser, presents a wide-leg style that aims to blend traditional tailoring with designs that flatter the female silhouette.
Recognizing the competitive nature of the Australian womenswear market, Best believes that leveraging his expertise in menswear tailoring presents a distinct advantage for the brand. “I think it’s very hard just to have a pure menswear brand and grow – you’re sort of missing out on half the market,” he admitted. The brand’s strategic pivot to include a women’s capsule is seen as a way to significantly broaden its customer base, a consideration that has influenced the timing of this new direction.
Currently, Best operates two storefronts in Melbourne, located in Fitzroy and Prahran. The brand aims to deepen its connection with female consumers, which it hopes will catalyze further growth in both retail and wholesale avenues. “With the introduction of a women’s capsule and an overall more refined collection, it felt like the right time to step into a new era as Best,” concluded Best. The evolution of Best marks a notable chapter in the Australian fashion industry as brands increasingly pivot to meet the diverse needs of their customer demographics.
Source: Noah Wire Services
