How This Australian Hat Label Turned Into a Global Brand

Amanda Stavropoulos

Australian hat label Lack of Color launched back in 2011, and has since been spotted on more celebrities than we can count—including Vanessa Hudgens, Rosie Huntington-Whiteley, Gigi Hadid, and Chiara Ferragni. For an Aussie label, having your wares worn by an international celeb can help crack the notoriously tough U.S. market. Usually what happens is a label has representation via a publicity firm or in-house marketing team, and their job is to get big names to wear and support the brand. For Lack of Color, the process turned out to be quite simple. Vanessa Hudgens actually contacted the brand first about wearing some pieces to Coachella, and the rest is history.

Surprisingly, having Hudgens rep the brand wasn’t the breakthrough moment. It actually came a little closer to home, via the help of a then little-known photo sharing app called Instagram. Keep scrolling to discover who helped propel LOC into a global brand, and find out what the brands co-founders (and partners IRL) Tess Corvaia and Robert Tilbury, are cooking up next.

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