They started They All Hate Us site ten years ago and now have a new Foxtel show
THEIR website TheyAllHateUs gets eight million hits from around the world annually and now they’re moving to TV. One half of the duo, Tash Sefton from the northern beaches, talks about their rise.
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The women behind the website TheyAllHateUs, Tash Sefton and Elle Ferguson, have now got their own TV show.
Tash, who grew up on the northern beaches and lived in Manly and Mona Vale, said it’s something they think’s been missing from screens.
So when they were approached by a producer to make Style Squad for Foxtel, they got on board.
“The thing that is different, is when we do a make over it’s not just about the clothes it’s about what’s going on inside,” she said.
“Every person that we’ve met has some sort of hiccup in their journey which has stopped them from thinking about themselves.”
And while Tash is rarely snapped without a Chanel on her arm — and designer store Splice features in the TV show, she said it’s not always about spending a lot.
“There’s one woman that’s a foster mom and she doesn’t have money,” she said.
“Another girl was a fashion editor who has money but still needs help — it’s teaching you the tricks.
“I’ve got $2000 sandals on and a $20 t shirt — it’s not all about having the money.”
Ten years ago the pair combined their years of working in fashion — they met at General Pants — to launch the site.
It’s a cross between a moodboard with shots of the girls in the clothes — and a boutique, which allows shoppers to buy them.
This month’s picks include Anine Bing gold boots for $680, a Lioness bodysuit for $59 and Maurie and Eve jeans for $179.
“We edit everything in the market and have our online store. It’s like a boutique — we’re the buyers,” said Sefton.
“Most people buy all ten every month — our audience is really loyal — 80 per cent of out readers read every single day
“We ship 40 per cent to America — we launch an edit once a month and on the first day we launch we have 30,000 customers click on.
“We have a customer in Russia. We send to a woman in Aspen, Romania, literally everywhere.”
Sefton, who has two children, Mac, four, and Jay, 10, with husband Mark who created the website.
And unlike many female bloggers, who merely post pretty pictures, she say they’ve got the fashion experience behind them — and they don’t accept freebies either
“We are happy to buy things. We’ve come from behind the scenes. It doesn’t sit well with us,” said Tash, whose parents, Maurice and Suzie live in Mona Vale.
“We’re both really tall so we don’t fit into samples.”
And they say their beaches style — Elle lives at Bondi while Tash has just moved to Mosman — is a big hit when they travel, especially denim shorts.
“At New York Fashion week everyone was stopping us saying ‘what are you wearing?’.
“We were like, ‘this is what we wear to the shops’.”
The name for the blog came about as the pair used to communicate fashion ideas when they worked together at General Pants and used to get into trouble.
Details:
Style Squad. Style Channel, Monday 8.30pm
HOW TO MAKE IT AS A FASHION-PRENEUR
“Our biggest thing we tell everybody is get a job first. I see people and they have these titles like ‘creative director’ and I’m like ‘really?’ I worked my whole career to get a title like that,” said Sefton.
“Get a job and if you want to do something do it on the side and learn as you're going.
“Our business started as a hobby. It’s not about wearing clothes and sitting front row. It’s a real business.”
WHAT TO BUY FOR SPRING/SUMMER
Invest in shoes and handbags because you can wear them over and over again and no-one notices” said Sefton.
There’s so much beautiful lace at the moment. Cotton laces and big sleeves and off the shoulder. Anyone can wear it.
“We really believe in a great blazer — you can wear it day in and day out.”
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