Get ready to embrace Australia’s newest ath-street brand, FIRST EVER, as it launches with impact later this month with a VIP event for 300 industry influencers. The FIRST EVER fashion house is the brainchild of Justin Kestelman, co-founder of the National Basketball League (NBL), who identified a gap in the market for an innovative Australian ath-street brand.
“International markets do this category well, and we saw an opportunity to launch a truly ‘glocal’ brand that celebrates athletic street style with an emphasis on high quality finishes at an accessible price point,” Kestelman said. “Our aim for First Ever is to inspire, style, create and collaborate with iconic fashion and sporting brands including the NBL. We want to bring the best of sport to fashion, by drawing inspiration from athletes in the game and on the street, using fans as our motivation”. As the original co-creators and curators of uniquely ath-street style, FIRST EVER aims to inspire and encourage consumers to embrace their individuality with a ‘You Do You’ motto.
Offering trend focussed designs for millennial women, men and youth (sizes 8-16), FIRST EVER’s debut collection draws inspiration from the basketball court with a range of off court fashion to take them from the game to the street. Attention to detail is at the core of this brands DNA. Finishes include graphic logo treatments, debossed prints, sport mesh, custom FIRST EVER zippers and laser cut details. All products across the range are constructed from high quality, premium fabric in an array of textures and trend driven cuts.
FIRST EVER will launch exclusively online on September 21, 2018.