SAY HELLO TO HEW
Slipping into a HEW garment is a bold and fresh move, like basking in the sun while sipping your favourite cocktail. Established in 2014, the Melbourne label lifts wardrobes through soft florals, playful patterns, stirring colour palettes and modern graphics.
Founder and designer, Ema Hewitt, created the independent brand after graduating from RMIT University and honing her skills internationally. Her talents stretched from the glitzy heights of a fashion internship in Paris, to sunny Los Angeles where a placement with Mad Men introduced her to the decadent world of Hollywood period costume.
Brimming with newfound experiences and inspirations, she returned from her travels only to notice a gap in the Australian market. While sourcing costumes for a television series, Ema found it difficult to locate menswear that truly popped off the screen. This need for both refreshing and colourful designs became the perfect foundation for HEW to emerge as a label that filled that exact space.
The attraction to design menswear was a natural step for Ema, who grew up surrounded by a family of boys. This sharpened her attention towards the details of shirts and tailoring and led her to create a label that is an expression of both her upbringing and experiences. What sets HEW apart is Ema’s background in colour exploration, considered design and technical expertise. She believes it’s important to inject a sense of fun into her pieces and consistently calls on local artists for creative collaborations that drive a uniquely Australian aesthetic.
The outcome? Dynamic and vibrant collections that make you feel like you’re donning your Sunday best, every day.