WORKING LUNCH WITH ROS
Jono Alder – Bassike
Bassike has long been a darling of the Australian fashion set. But unlike many brands and designers in the nineties and naughties, this iconic label has maintained local manufacturing here in Australia for more than 15 years. Now, it’s the Aussie made credentials that are helping the hip label expand globally.
Whenever the perfect work/life balance is discussed, high flying fashion executive, Jono Alder must smile to himself.
He appears to already have it sewn up. The setting for today’s working lunch is ‘Sydney’s far Northern Beaches,’ which is almost in a separate time zone to the CBD. It’s one where the inhabitants rarely glance at the clocks.
Alder, who is Bassike’s General Manager Sales & Marketing, spends less than 25 minutes commuting from his family home on Sydney’s Upper North Shore – to the brand’s gleaming, light filled architectural edifice in Warriewood in the heart of the Harbour City’s authentic beach culture.
Most mornings, he heads straight to his favourite gym and then frequently cools off in the surf before work. The lifestyle clearly suits him as he would not look out of place on the set of ‘Home and Away (which is incidentally shot close by at Palm Beach) even though Alder’s rounding 40.
Bassike also started out operations in ‘Palmie’ back in 2006, from a 1950’s beach cottage. Talk about an idyllic start in a manufacturing industry. Alder has worked with the chilled fashion brand, which provides collections for the whole family, for 15 years. It’s almost part of his DNA.
This is only his second fashion placement after heading up Marketing & Special Projects for hip clothing label, Ksubi.
Bassike, which was started by Deborah Sams and Mary Lou Ryan, has always stood out from other brands because its collections are entirely Australian made, in sustainable, organic fabrics. Back in 2006, they were way ahead of the curve.
“At the time, this wasn’t such a major factor when it came to getting customers over the line,” Alder comments. “But sustainability and supporting the Australian economy with a brand that’s made here is becoming much more important to everyone,” he says.
Perhaps we can thank the pandemic for that?
“It’s an exciting brand,” he continues. “We’re always evolving and trying new things while maintaining the brand’s handwriting. I think that is what people find so appealing.
“We set up a US business and it’s been fantastic to take a piece of Bassike and a piece of Australia in our marketing strategy over there.
“There’s a real appetite for Aussie brands in the US. Our lifestyle and the way we live has definitely strengthened the appeal,” he says.
Back in Warriewood, the Bassike employees are a ‘tight knit crew.’ So, grabbing a quick bite to eat at their desks is considered taboo when there’s a stream-lined kitchen and a magnificent light filled atrium to enjoy. Everyone tends to eat together.
Today, Alder is ducking out to his favourite local Japanese to bring it back to the office to eat.
“I’m a sucker for really good Japanese food,” admits the health-conscious executive.
Bassike also holds regular team lunches with most people turning up dressed head-to-toe in the label. It’s what they usually wear to work, almost as if it’s a uniform.
“I mean, why wouldn’t you?”
“Sometimes several of us might turn up wearing the same outfit, particularly when there’s been a new collection, which is pretty funny,” he laughs.
However, they’re far too chilled to play Who Wore It Best? This isn’t the bitchy world of fashion as represented in the movies.
Alder describes the Bassike brand as “luxury every day staples” with the emphasis on jersey, which is comfortable and woven in Australia.
“You can dress up in Bassike and wear it to work,” he explains. “But you can also wear it out later to look cool and casual. I think our range is all about versatility.”
Recently, Bassike partnered with three artists including Bartolomeo Celestino, Quinn Carmicheal and Kitty Callaghan, who were asked to interpret the brand’s logo in a Bassike X capsule collection of signature organic double fleece jerseys in entrancing hoodies, sweat shirts and more.
“It was fun to collaborate with Australian artists and we launched it with a great party. So, now we want to do more things like that and shake it up a little,” he explains.
Taking the brand to the USA has also been an interesting exercise. The team was advised by their agent not to bother sending their famous drop crotch pants over because Americans would not be interested. Alder disagreed.
“I was quite passionate about it because it’s something that’s iconic to us,” he comments. “I wondered how we could have our brand there and not take over our signature piece?”
“In the end it was the hook that gave us the edge and made us identifiable in that market,” he says. “There was a lot of desirability over there for the drop crotch.”
So, the lesson to be learnt is always trust your instinct?
“It’s about being true to who you are,” he replies. “Going into a new market and changing your identity can be a big mistake.”
Jono Alder has another rule that he lives by: everyone should also should set boundaries and stay true to their own values.
His number one priority is his family, he says, including his two children, seven and nine years old.
“I don’t miss a moment with them when it comes to a special school assembly, a presentation or a sports day,” he says. “I’m there without hesitation and I’m so lucky because I have always been well supported in this by Bassike.
“Getting your work/life balance right is the best way to have longevity in everything that you do,” he says, “and to achieve the success that’s waiting for you.”
