There’s a new girl next door. Her name is Ryder and she’s been in the neighbourhood for a couple of seasons now, originating as Arabella Ramsay’s diffusion line and steadily growing a devoted following of girls wanting the Arabella style – with a more affordable price tag.

“We started Ryder as a platform for basics, leather and denim and were blown away by the reaction,” says design director Penny Brown. “Ryder has a casual vibe and we’ve worked really hard to bring our price points down and appeal to a broader market. Our focus is capturing Australian laid-back culture and making this accessible.”

The concept certainly is enriched with a homegrown aesthetic, embracing all things country Australian. It’s about yabby-filled dams, crunchy gum leaves and quiet sunsets on the weathered verandah. Think cosy knits, faded vintage prints, sun hats and overalls.

Spring/Summer 2013/14 is Ryder’s first stand-alone collection and it sure has charm. Taking the Ryder girl to the surf, the range hones in on the sandy line between beach and bush. Endearing fish prints are scattered throughout a collection centered on slouchy knits, flannel shirts and A-line skirts, waffle textured shifts and lace detail. The collection has a youthful and feminine feel, with a slightly tomboy edge in its loose cuts and boyish silhouettes. It’s also all about sustainability of design – clothing that will withstand time and fleeting fashions, rather than having to be replaced every season.

ryderlabel.com