Calling all minimalists, you need to check out The UNDONE…
Founded by friends Sara Donaldson (of blog Harper & Harley) and Georgia Martin, the website is the online shopping destination for fans of modern day minimalism: clean lines, chic and sharp silhouettes and all things black, white and grey.
The online store launched in July with brands including Ellery, Georgia Alice, Dion Lee, Frame Denim and Toni Maticevski (to name a few), and will continue to add labels and styles that suit The UNDONE aesthetic.
We caught up with Georgia and Sara to find out more about The UNDONE and the women behind the brand.
FQ: How do you two know each other and what inspired you to collaborate together on The UNDONE?
Georgia: We actually lived together when we both first moved to Sydney. We didn’t know each other at all, but a friendship quickly formed and we both worked in the same field. Over the past six years since meeting we have been both friends and colleagues. Starting The UNDONE made sense and it was the right time for us both to enter a new phase. We were ready to create something of our own and move forward together.
Can you describe the style aesthetic behind the website and how this came about?
Georgia: We didn’t set out to be everything to everyone. The idea is to create a refined and curated selection of pieces that are minimalistic, timeless and cool. It’s an aesthetic that both Sara and I share and we know there are lots of women out there who also share that same approach to style. The UNDONE is about directly speaking to them.
What sets your website apart from other e-tailers?
Sara: You will NEVER find colour on our site. We’ve edited our favourite designer’s collections so that The UNDONE strictly stocks black, white, grey and the neutrals, for example, denim, khaki, navy and beige.
Can you describe what’s involved in the buying process for choosing what you stock?
Sara: I’ve developed great relationships with brands over the years with my blog so was lucky to be able to become retail partners with top tier designers from our launch. As The UNDONE was developed from the success of Harper & Harley, I already know what my followers like so can be quite decisive when choosing styles for the store. It also helps when you can eliminate colourful garments straight off the bat.
You have some exclusive The Undone clothing on your website. What was the vision behind that line?
Sara: Bringing the label Double Trouble Gang on for our launch was perfect, as it’s a relatively under-the-radar brand in Australia and they allow for customised embroidery on T-shirts and jumpers. Having ‘undone’ written on these pieces (1.) is a double win for us, firstly its great PR with our customers being our number one advocates, and secondly it enables us to have an exclusive that can’t be found anywhere else.
Are there any new shapes or silhouettes that you think will be wardrobe staples for spring?
Sara: A key shape for us is the cropped flare. You’ll find this in an array of exaggerations from a subtle take from our denim labels to the cult flare expert Ellery.
What three things can always be found in each of your handbags?
• Phone (if it’s not in my bag – it’s attached to my hand) (3.)
• Lanolips Multipurpose Superbalm (7.)
• Byredo Parfums La Tulipe roll on perfume (6.)
• Elizabeth Arden Eight Hour Cream (5.)
• My UNDONE notebook (2.)
Can you reveal anything exciting you’ve got coming up with The UNDONE?
Georgia: Having just launched we have new brands and stock arriving every week which is exciting. One brand in particular about to arrive is Charlie May, a London based designer that The UNDONE will be the exclusive Australian stockist for this season.