The Digest | New Jersey Magazine
Issue link: https://magazines.vuenj.com/i/1126069
ABOUT THE DESIGNER Pennefather and Abegg were raised in Australia, but it was not until they moved to the small beach town of Byron Bay that they attempted to recapture their childhood through the creation of a playful, collaborative fashion brand. e sisters' journey began in a small room above a warehouse, where they attempted to fill a void in the local fashion market. Inspired by a free- spirited upbringing, the sisters craved clothing styles that were both unique and vintage. When they could not find pieces that lived up to their expectations, they decided to create their own line of clothing and accessories to capture the essence of the independent female spirit with a nod to the nostalgia of their past. Spell caught on quickly in the beach town of Byron Bay, where, like most brands, it took off through word of mouth. Pennefather and Abegg sold their products at local markets, and when people would purchase them and wear them out around town, others would ask about the unique items and brand. While this is part of the story of how Spell emerged as a cult phenomenon, what truly sets the brand apart from others is the way that Pennefather and Abegg told their story. Today, it is common practice for brands to create editorial to accompany their new products and collections. But when Spell was getting started, only a small handful of companies were doing this. Pennefather and Abegg capitalized on the strength and intrigue of their story, communicating with followers on social media before most other brands had a social media presence. As the story of Spell caught on, so did their wares. Since 2009, Spell has created successful clothing campaigns including "Wild ing" and "Lady Amethyst," a full line of accessories, swimwear, and even a bridal collection. All of Spell's merchandise is romantic, wearable, playful, nostalgic, and best of all, sustainable. Since their beginnings, Pennefather and Abegg have made sustainability, ethical work practices, and environmental consciousness a cornerstone of their brand. Spell devotees can find an entire section of the Spell website dedicated to the planet and the ways in which Spell remains conscious of their global footprint and the practices through which their products are produced. Fortunately, fans of Spell can feel as good about wearing the brand's products as they will look wearing them. V U E N J . C O M 42