Parading the Edge
 
To date, the fashion-astute have been enthused by the work of Melbourne-based label, Vicious Threads. Renowned for its leading edge designs and high quality workmanship, this streetwear label which is owned by designer, Ivan Gomez and Vicious Vinyl, has been selected to showcase their Volume 3 collection at Mercedes Australian Fashion Week, on November 11th at Melbourne’s Federation Square.

Working in conjunction with this stage performance will be globally acclaimed digital artist, Steve Danzig. Steve, who will utilise his artistic designs in Vicious Threads’ showcase, uses emotionally stimulating sounds from daily social activities then renders these sounds into visual images, creating intriguing and moving works of art. The images selected for Vicious Threads come from Steve’s Visual Noise Transgression (VNT) series. VNT depicts the day to day activities from New York City after 911.

Stock is currently gracing the shelves in boutiques around Australia, including the prominent ‘Corner Shop’ in Paddington; being Australia’s elite fashion boutique where every label dreams of being seen.

Vicious Threads has already established itself at the influential H. Lorenzo, in Los Angeles, as well as having just delivered its first line of orders to the fashion-fanatic boutiques in Tokyo. UK agent, ‘The Library’ is now the official alliance to Vicious Threads for business relations across the UK and Europe, where several key accounts were secured even during the closing stages of the region’s purchasing period. Interest was so enthusiastic that The Library anticipates even greater sales success for the next season.

Vicious Threads is among the first “new” labels to be accepted to do an individual runway show at Mercedes Australian Fashion Week. Designs still utilise the same hand ink treatments, printing and embroidery applications as previously, however the label has now ventured out into new musical realms to create a fresh range with innovative ideas.
In maintaining their aggressive edge, Vicious Threads is planning a must-see runway event bringing to life the music/fashion philosophy the label is built on.

Being the only company to utilise an international model, Vicious Threads is importing Michael Dean, one of New York’s hottest new male talents to represent their label at this year’s Mercedes Australian Fashion Week.

Michael, who is set to appear in the next Calvin Klein advertising campaign, has the same manager as pop sensation Marky Mark and will be promoting Vicious Threads around Melbourne and throughout the mass media during his stay. The Vicious Threads team are strategically planning their US media launch featuring Michael Dean as the “face of” the label in the US.

Along with this US sensation, Vicious Threads is to deploy six female starlets from Vivien’s Model Management as well as Jonathan Kovac, the label’s long-standing local model.

The hype behind Vicious Threads’ parade is also due to the label’s close ties with the music industry. Personalities from the Australian Music Industry will strut the runway including, music artists who will transform the parade into a high energy stage show!

Artists include: Disco Montego, Katie Underwood, Andy Van (Madison Ave), Rogue Traders’ James Ash, Jeremy Gregory, Ultra Sun (Ministry of Sound), with more Acts in our hat still to be confirmed.

Following the Vicious Threads runway parade will be the label’s official After Party. Like the parade itself, this is an event not to be missed!! Held at the architecturally glitzy ‘F Four’ in Melbourne’s Little Collins Street, this slick evening is to comprise of a dazzling lineup of dance acts, including Disco Montego, Andy Van, Rogue Traders, John Course and mystery acts ...

An exclusive VIP Lounge will also be available, where the select few will be able to rub shoulders with names that have inspired the label’s parade. VIP passes will secure the After Party privileges and are complimentary to selected media and buyers.

Of course a star-studded gig like this needs a team of dedicated people to ensure an exceptional evening will take place. The talented team supporting Ivan at Vicious Threads is made up of Product Developer/Producer Andrea Hermon who joined Ivan on a freelance basis in February, coming on full time after helping to exhibit the range at MAFW in May. Brooke Harward first joined the Vicious Threads team on a temporary basis in preparation for the labels July World tour. She now heads PR, marketing and events for the label on a full time basis. In response to the rapid growth of the label Vincent Rosato was employed as production assistant.

The Vicious Threads team will be supported by Rachel Hudson, Vicious Threads’ parade stylist, whose talent is highly sought after in the industry. Incognito Workshop on Commercial Rd, South Yarra, who are noted as being ‘hairdressers to the stars’, are the official Hair and Make Up outfit for the label’s showing. This amazing support network is as much a part of the parade’s style direction as Vicious Threads.

Orders for Vicious Threads gear will be taken for approximately one month, starting from their showings during Mercedes Australian Fashion Week, through to December 16.
Visit www.viciousthreads.com