Style Cheat

Assembly Label is a fine contemporary fashion brand established in Sydney, Australia in 2011 by co-founders Damien Horan and Daniel Oliver. The brand was inspired by the relaxed, Australian coastal lifestyle and operates on the concept of a capsule wardrobe with timeless, versatile essentials. Starting as a menswear line, Assembly Label expanded to womenswear in 2014 and opened its first physical store in Bondi, Sydney in 2015. The brand now operates 26 stores across Australia and New Zealand. Assembly Label is led by minimalist design principles, creating modern clothing and lifestyle products made from high-quality materials that feel naturally luxurious. Each collection features clean, considered designs with classic silhouettes and signature neutral color palettes emphasizing effortless luxury and refined detail over adornment. The brand prioritizes purposeful wardrobe essentials that are designed to endure through careful use of premium fabrics and thoughtful construction. With annual revenue exceeding 44 million dollars and considered for acquisition opportunities, Assembly Label has established itself as a notable contemporary fashion brand celebrated for its minimalist aesthetic, quality craftsmanship, and coastal living inspiration.

Salt Gypsy is an Australian fashion and lifestyle brand founded by Danielle Clayton in Byron Bay in 2012 that focuses on bohemian-inspired clothing and accessories designed for relaxed, everyday wear with a coastal feel. The brand creates dresses, tops, skirts, knitwear, and beach-ready pieces that feel easy, free, and comfortable. Salt Gypsy’s designs often use soft fabrics, gentle colours, and relaxed silhouettes that reflect a laid-back lifestyle rooted in beach culture and travel. The clothing is made to be wearable in many settings — from casual outings to holiday days and everyday routines. Salt Gypsy appeals to people who enjoy fashion that feels natural and expressive without heavy structure or formality. It is ideal for customers who want wardrobe pieces that feel effortless, relaxed, and suited to warm, sun-soaked moments as well as everyday life.

Soleil Soleil is an Australian fashion brand founded by Anna Graham in 2020 that focuses on relaxed, sun-ready clothing inspired by coastal living. The brand creates garments such as dresses, tops, skirts, linen sets, and casual resort wear that feel breezy and easy to wear in warm weather. Soleil Soleil often uses lightweight fabrics, airy silhouettes, and warm, earthy colours that reflect leisurely days by the beach, travel, and summer routines. The designs favour comfort and effortless style over heavy tailoring, making them easy to dress up or down. The brand appeals to people who want clothing that feels calm, natural, and suited to relaxed lifestyles. Soleil Soleil is ideal for customers who enjoy garments that feel light and wearable — perfect for vacations, weekends, casual gatherings, and everyday summer life where comfort and simple style matter.