Major international fashion brands launch in Australia: this is what you can expect from the exclusive range
- International fashion brand launches in Australia
- The brand is known for styles that “sell in seconds”
Australian trendsetters can now get their hands on exclusive yarns from Cider – a brand known for items that ‘sell out in seconds’.
The US-based brand originated in Las Angeles in September 2020 – and became an overnight success – has now officially launched in Australia.
Co-founders and friends Fenco Lin and Yu Oppe told FEMAIL that their brand’s success is linked to their sustainability model.
Each style is made in a very limited edition – meaning if Cider fans love it, they must buy it immediately – or they’re missing out.
Australian trendsetters can now get their hands on exclusive yarn from Cider – a brand known for items ‘selling out in seconds’
“We never want to make excessive clothes that just don’t sell,” they explained.
The brand is also taking the use of “real people” to the next level – something that seems to be popular with fans.
“We cast community members in campaigns, name clothes after them and invite them to test new collections,” they said.
And it works – Cider has 4.5 million followers on Instagram – waiting for the next product drop.
Co-founders and friends Fenco Lin and Yu Oppe told FEMAIL that their brand’s success is linked to their sustainability model
The team said clothing has been sold to 130 countries, but an official launch and base in Australia “made sense”.
‘We experienced organic growth in Australia. We believe that our variety of styles, combined with a mood-driven approach and personalized shopping experience, really resonates with the Australian market,” explains Fenco.
And Apple agreed.
“We prioritize inclusion and diversity by creating items that suit different body types and personal styles. By focusing on customer satisfaction and inclusiveness, we believe we can have a positive impact on the fashion industry as a whole,” said Yu.
Cider’s founders wanted their clothing to be as cheerful and easy to wear as apple cider is to drink
Thousands of people comment and like every post from the brand and dozens more tag them in outfits every day.
According to comments, the brand’s “get in or miss out” approach seems to keep them relevant.
“Got to get this today, if you know you know,” one woman wrote.
“If you don’t have money but can’t afford to miss something, I need to stop stalking this page,” said another.
“I asked a girl about a top and was heartbroken when she said Cider because I knew it would be gone,” a third wrote.
Well-known fans of the brand include the musicians of the Korean group Blackpink.
They were spotted wearing pieces from the brand’s collection on the Sydney leg of the Born Pink World Tour.
The K-Pop group has become fast fans of the brand and post about it on their social media.