But, of course, behind every successful business be it music, fashion, beauty or wellness, there is always a team of people backing them along the way. The brands behind the brands.
Be it Sarah from @sarahs_day who launched a collaborative activewear collection with White Fox Boutique to Natasha Oakley (@abikiniaday) who now runs her own global bikini line Monday Swimwear, the influencers successfully monetising their personal brand with bespoke fashion, beauty and food lines, all have an unspoken team of qualified people behind them helping build, brand and manufacture their labels.
Cue—Slyletica, currently one of the fastest growing Australian fashion start-ups (as named by Australian Financial Review), a brand you’ve probably never heard of but who are responsible for designing, branding and manufacturing over 100 activewear brands owned by influencers and wellness companies across the globe.
In just over three years they’ve turned over $16.9 million for their clients and hit triple-digit growth in the last financial year alone, yet because they are the ‘brand behind your favourite brands’ you’ve likely never heard of them.
Yet they aren’t just a little side hustle, they essentially run the show. With an end-to-end business model, Slyletica works with brands and influencers behind the scenes to handle everything from designing activewear to producing it, marketing it, setting up the e-commerce site, stocking orders, shipping and fulfilling customer service.
Founded four years ago by Melbourne based couple Simon and Yetta Rawadi, initially the business was based around creating their own line (which they did), but once word got out that they knew how the process worked from the inside, they were inundated with requests by brands and influencers to help them with their labels and just like that, the Slyletica concept was born.
They are now responsible for producing brands such as Flextt Apparel, founded by Aussie influencer Taya Brooks, along with launching a fashion line for Body Fit Training in Melbourne, alongside the 100+ brands they work under the radar for.
As a duo making a name for themselves in the fitness fashion scene, Sporteluxe spoke with Simon and Yetta to find out more about the secrets behind the couples career success.
“New labels starting out often have to outsource any of the work they can’t do themselves (which is a large majority of it) so we found this process to be tough. When we had our own line, we kept thinking “there has to be a better way”—from faulty stock, late deliveries, negotiating with suppliers, and anything else that could go wrong did,” explains Simon.
“At the time, we couldn’t find an end-to-end solution to solve the problem for us so finally in December 2015 when we started Slyletica we realised it was exactly what we wanted to do as it uses our strengths and we get to help people realise their vision and make it easier for them.”
“We’re lucky to be a husband/wife duo as the dynamic between us has really helped drive the growth in our business forward,” says Simon. “Being best friends for 12 years before going into business, we’re lucky in that we’ve always had an equal relationship, so that same partnership is how we run Slyletica,” says Yetta.
“I am the big-picture vision whilst Yetta makes it happen on a daily basis so while our official titles are CEO (Simon) and COO (Yetta), we just show up every day and do whatever it takes to see our customers succeed, their success is our success.”