hile the liquid beauty of the ocean has long taken pride of place in Australia’s collective identity, surf culture has largely remained a boy’s club. One label though that is recasting girls front and center is Muther of All Things.
No longer content to relegate girls as beach-lounging-towel-minders, this progressive new label encourages women to take on the ocean by fusing fashion, functionality and feminine design.
Based in Byron Bay and partial to an early-morning surf, designers Joceline Godfrey and Marisa Sidoti, have a genuine passion for injecting something new into the market.
“What we have aimed to do is invite women to be themselves and be brave,” says Sidoti. “To have attitude without being masculine. To be feminine, even sexy, and get involved in a mostly male dominated arena.”
“We believe that women feel more confident if they can set their look, forget about adjustments and just get out there and have a great time,” adds Godfrey. “For us, this is when a women’s inner beauty can really shine.”
Muther of All Things debut collection features leotard rash vests, a cat-suit style wetsuit with striking cut outs and impeccably cut swimwear that fuses sporty performance with vintage 50’s lines. But the piece de resistance is the Frankie Wetjacket. It’s 007 vibe, wet-to-dry function and kick-ass attitude goes beyond the ocean and is just as at home on dry land.
To herald their launch, Muther of All Things have collaborated with one of Australia’s most creative emerging directors, Melbourne-based Gemma Lee, to shoot a short film. One part skate video and two parts surf movie, it evokes an endless summer and features three street-cast Byron Bay gals.
“Combining a rock ‘n’ roll attitude and retro flair, the film isn’t just a catalogue for the collection,” says Lee. “It captures the practicality of the brand by showing it in action.”
Muther of All Things will soon be rolling into town with several Melbourne stockists in the pipeline. In the meantime you can shop online at Surf Stitch.