Song for the Mute fashion label makes a splash on international stage
With almost 100 global stockists, a collaboration with designer juggernaut Adidas and a brand new flagship store, this Aussie label is rocking the fashion world.
Confidential
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With almost 100 global stockists, a collaboration with designer juggernaut Adidas and a brand new flagship store, Song for the Mute has become one of Australia’s most successful brands
And despite this, their cool and coveted brand is yet to become a household name Down Under - and that’s exactly how founders Melvin Tanaya and Lyna Ty like it.
Branded ‘the quiet achievers’ and ‘most humble duo’ of the Australian fashion industry, Tanaya says both he an Ty have focused on the product, not the success they have achieved or the “noise” around them.
“It is a conscious thing and it is a personality thing,” Tanaya told Saturday Confidential.
“I feel like we have been brought up to be humble and modest.
“We always say to the internal team, ‘don’t be distracted by the noise. At the end of the day product is king and we have to nurture what is important and everything else is noise.’”
“It is the way we have been brought up. We prefer it this way otherwise there is more pressure. It allows us to concentrate on what drives the business.”
“Our focus is always what we can do better.”
Having met when they were both just ten years old, and realising they shared a common interest, what was a fun side hustle fast turned into a multimillion-dollar business with Song for the Mute being officially created in 2010.
The brand, described as being elevated textile-driven streetwear, is a favourite among footballers, doctors, architects, artists and fashion lovers. So much so that seven customers have their brand name tattooed on their bodies.
Song for the Mute is stocked by some of the world’s top high-fashion retailers, including Leclaireur in Paris, Selfridges in London and online luxury emporium SSENSE.
Then in 2021, the pair was scouted by sportswear manufacturer Adidas to collaborate on a footwear and clothing range.
“This was completely out of the blue,” Tanaya said.
“They were looking for a designer who has a big reach in the Asia Pacific specifically. They did their research and a lot of the buyers and department stores and high fashion stores kept mentioning our name.
“The first season we released, which was last year, we sold 3000 pairs in ten minutes.
“They have said that this has been the most successful launch they have had in recent years.
“It was an Australia only release and has since become global. We were able to attract different generations and a whole new market.
“We are the first Australian brand that has signed a global contract like this so being a part of that is incredible.
However their career highlight to date took place this week when the duo opened the doors to their first Sydney flagship store on George St.
Located in the heart of Sydney’s CBD, the store is positioned within the premiere shopping district among premium luxury retailers and next door to Burberry.
“We do better with bricks and mortar compared to online because we are so tactile and we put a lot of resources and time and quality into our fabrics and this can only be felt in person,” Tanaya said.
“We are such a small team and we like it like that. It is a tight knit family.
“It is important to sometimes look up and celebrate our wins and opening this store is a huge win.”
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