Ocray44 is a Naarm-based brand created by local designer Zoe Crow, that centres around creativity and androgyny. Ocray44 prides itself on localised production and its pursuit to create a lighthearted and thoughtful environment for anyone to participate in.
Your caps became iconic very quickly, being worn by the likes of influencers and local creatives within the first month. What has been the most successful marketing outlet for Ocray?
I was definitely shocked by how quickly the caps grew in popularity, it still feels surreal every time I see people wearing them out and about. The initial growth was definitely from the support of friends wearing them out and posting about them on social media. From there it organically spread through word of mouth and instagram. The hat itself, being so distinct and easily recognised, definitely played a huge part in it’s success.
Which creators have inspired you and do you see the brand being aligned to?
It’s hard to pinpoint specifically which creators have inspired me. In terms of colour I have always looked towards designers such as Fiona O’neil and Kiko Kostadinov, who combine and manipulate colour in such an interesting way. I find the most inspiration for my brand comes in my everyday life and from those around me.
As my brand develops, I aspire to create something distinct that can’t be categorised.
You’ve made a few comments about being a completely gender-neutral (androgynous) brand, which is super dope. Although it looks like androgynous fashion is set to dominate the high fashion scene in coming years, it’s still not done enough by smaller, affordable brands.
What made you choose this and why do you think this is type of inclusivity is important for contemporary fashion?
Ocray44 is a brand for everyone and anyone who chooses to participate in it. My brand was created without an intention of creating a brand. I started designing things I personally wanted to wear, without any influence of trying to create items that would ‘sell well’. That concept is, and always will be, the foundation of Ocray.
My personal style has always been a blend of masculine and feminine clothing. I try not to look at clothes through the lens of gender, rather, see it for what it is. By categorising your label to a specific gender/ archetype, you create unnecessary exclusivity and divide
It is important moving forward in contemporary fashion, that we see labels pursing inclusivity within their brands, this not only promotes more acceptance, but allows people to wear whatever they want without feeling excluded or shamed.
You’ve got some sick and exciting new lines coming up, including sleek blazer-style jackets and lots of darker tones, definitely a shift in the brands aesthetic from pastel, floral caps. Are your personal fashion choices shaping this evolution?
Thank you! I’m very excited for the future of Ocray moving into apparel. The crux of my brand has always been designing clothing and accessories that I want to wear myself. As my style evolves, my brand will evolve with it.
As Ocray continues to upscale, how will you manage keeping up with the demand and continuing sustainable practises? This is definitely an issue that most small scale designers worry about.
And so they should! The fashion industry produces the most waste worldwide, and being sustainable should be at the forefront of every designers mind. I will continue with producing all my items locally, and in the future I am looking to do a line of up-cycled clothing.
As I move into apparel, I plan on sourcing recycled fabrics and keeping production local. This can always be hard for smaller designers, as it is more costly, but always worth it. I strive to make pieces that are unique and create an emotional attachment to the garment, by doing so, the consumer is less likely to throw it away and cause more waste than is necessary.
I know this isn’t a job interview, but where do you see yourself in five years?
Honestly no idea. By then I will have finished my fashion design degree, and possibly move overseas to do a masters. I may still be doing Ocray44, or create a new label, or be working for someone else. If you asked me a year ago what I would be doing today, I definitely wouldn’t have predicted that I would start a brand and put my degree on hold for a year.
Life’s pretty turbulent, so it’s hard to know what the future might hold, but as long as I’m happy and love what I’m doing I’ll be just fine.
