The local online shopping landscape can seem pretty bleak at times. While overseas sites like Net-A-Porter and La Garconne have the market cornered with their slick design and magazine-like content, there are few Australian-based sites that are able to compete. With their brand new online store concept, 2-Times, siblings Luke and Alex Anton are about to change all that.

For these identical twin brothers, 2-Times isn’t just about flogging designer clothes to willing shoppers. Instead, it’s an exercise in precision and perfection and, most importantly, crafting a brand. Together with Projects of Imagination, who have directed the brand and website development and womenswear manager Jes Shoppee, the Antons have created a high-end product with an intriguing mix of local and international fashion talent.

The team brings an interesting variety of experiences to the project, each having worked in different areas of the fashion industry. Luke was previously the commercial manager for local label Trimapee, Alex has worked in sales and online research for both emerging UK brands and big brands like Diesel and Shoppee in trend forecasting for WGSN.

Identifying the current sense of stagnation in retail, the Anton brothers are looking to bring some excitement back to this struggling sector. Everything about 2-Times reflects this and their want to approach online shopping from a cutting-edge angle to deliver a product that even the most seasoned internet shoppers haven’t seen before. To this end, they explain, they didn’t want to have just straight body shots, with headless models displaying clothes, but something with a bit more character.

The brand mix also conveys this sense of going their own way, with an approach that aims to present Australian and international labels, both up and coming and established. In this way, local legends Dion Lee and Josh Goot are presented alongside directional labels Alistair Trung and Materialbyproduct. Both ladies and gentlemen will be catered for and there will be clothes, footwear and accessories on offer. In the coming months, international superstars Martin Margiela, Raf Simons and Christopher Kane will be introduced to the mix and the team are planning London and Paris trips to seek out new and exciting talent.

At the core of 2-Times is a concern with the brand. Something many in the online Australian market lack, the Anton brothers’ preoccupation with their branding will undoubtedly serve them in good stead. Everything from the look of the site, their marketing and press to their packaging (specially printed canvas bag and speciality boxes for special orders) is considered and chosen carefully by the small team. Even the choice of labels for the site is influenced by the impact those labels will have on the 2-Times brand. How a designer represents themselves online is just as important as their product – the power of the brand is not one to be taken lightly.

Years of research, including the expensive approach of purchasing something from every online store they could think of multiple times to see how the experience changed and evolved, helped shape the site, and it shows. 2-Times is a slick, engrossing experience, presenting clothes in a clean, interesting way. Although they’re starting small, with a handful of brands available, big things look to be on the horizon for the Antons and their 2-Times baby.