Q&A with STR8 UP fashion label founder Gabby Waller
Gabby Waller is the founder of the online basics label STR8 UP threads, which are a mix between Australian and LA labels that are based on high quality basics with a unique edge. Gabby started STR8 UP on her own in 2014 and since then has become a success with the label gaining more popularity around the world. Since starting STR8 UP, Gabby has also become a freelance stylist and working with many brands.
Q1. Tell me what were your motivations and how did you come to start STR8 UP threads? Did you have any struggles? If so what were they and how did you deal with them?
A: My motivation for starting STR8 UP was that I felt there was a need for one stop shop online for good, quality basics. I was over spending all my hard earned dollars on expensive intricate items that I would wear once and they’d be hidden forever. I’ve realised that over the years the basic pieces are where it’s at – noting beats investing in high quality basics. I relocated to Sydney back to Brisbane to focus 100% on the business, so that helped out a lot in terms of struggles that I faced. As it was purely online business, I felt everything fell into place quite easily so I did not face many, if any, struggles to kick it into gear.
Q2. Did you find it intimidating starting your own label and the dedication that follows?
A: STR8 UP was only an online boutique that stocked a variety of different brands and labels, so I never had my own label as such. Still with creating your own boutique, as there is so many out there, it was super important for me to create a unique spin on what I was bringing to the market. I needed to give our customers a reason to shop with us, and not the 100 of other boutiques that they have the option to shop with.
STR8 UP founder Gabby Waller wearing basics at the Sydney pop up store.
Q3. Were there any ups and downs when you started the label? If so what were they and how did you over come those obstacles?
A: I originally had a couple of struggles with the website, it wasn’t functioning the way I wanted it to by the original launch date I had planned, so I had to push that back slightly. I guess rather than seeing anything else as a downer, I looked more at is as a learning curve as it was all fresh and new to me.
Q4. What were your expectations when you decided to start STR8 UP and were they what you expected in the end? If so what did you expect starting and running your own label?
A: I always wanted to stay very true to the unique aesthetic that I created throughout the boutique, and really let them speak for itself in terms of it as that one stop shop for quality basics and still to this day, it’s so refreshing to see that it still stands. I sold the business in January 2016 and its great to see the path it’s continuing on.
Q5. How successful has the label been since it was first launched and has it been moved from online to also retail stores?
A: I did a pop up store in December 2015, so that was very exciting to see the transition from online to a physical bricks and mortar store. It was a great opportunity to meet our customers in person and discuss enough to be able to sell it in January 2016, as I am relocating over to LA to focus on my freelance styling, so that was definitely a very exciting moment for me.
Today
A photo posted by GABBY WALLER (@gabwaller) on
STR8 UP pop up store in Sydney, December 2015.
How was starting STR8 UP help you with your career being a stylist and have you learned a lot about the fashion industry over the years?
A: It has helped me in terms of knowing what pieces sell, what doesn’t sell, and mot importantly, why that is the case. It has also taught me a lot about fit – how pieces fit on the body which is vital when it coming to my styling work. I originally started as a blogger within the fashion industry so from that day forward, I’ve been like a sponge soaking in every single aspect of this crazy wonderful industry. The biggest thing I’ve learnt is that it’s forever changing, it’s not an industry you can get comfy in the click of your fingers, it can change – I guess that’s why I love it so much.
[Photo credit: Instagram and Facebook]
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