Introducing DYENASTY COLLECTIVE with NILU PERERA

We spoke to Nilu Perera to talk all things DYENASTY COLLECTIVE. From the inspiration behind the brand, the new collection and future plans, we now have a great insight into this streetwear brand born out of Melbourne's South Eastern Suburbs. With the year we've all had, supporting local is more important than ever before. We love the style and the drive of this new business. Learn more below.

What is DYENASTY, and how did it come about?

DYENASTY is what we hope to be a newer up-and-coming brand that’s based out of the South East of Melbourne. A newer alternative to Skate and Streetwear for our multi-targeted audience. The brand had come about in late 2018 as we announced it and the first drop occurred in late Feb of 2019 to our satisfaction reaching 900 followers on Instagram and selling out the drop within 4 days.

Did anything inspire the name DYENASTY?

The name DYENASTY ironically came out of my old PlayStation name “xXpuredynastyXx”. Bear in mind that I’ve had the same PlayStation name for 10 years. At the time when Daniel and myself were thinking of names, It kind of just popped up in my head. Was even better to add the “e” in the name for the aesthetic purposes. Now its hopefully grown around to the areas and throughout.

‘COLLECTION ØØ5 drops this week - how do you feel you guys have grown since your first release?

We are very excited to drop COLLECTION ØØ5. All the work from this will straight away go into COLLECTION ØØ6 (Summer #2) to which we have some heat planning. From the very first drop which was thankfully a success, we’ve had to learn about the rigours and the competitiveness of the market within Melbourne and had to create our own branch of designs to stand out for ourselves. Luckily that our Collections from 1-4 have been a result of our hard work and also the improvement of product quality. Where mainly our hoodies are our huge standouts.

COLLECTION ØØ5

How are your experiences in working in a successful partnership? Is having a business partner an entrepreneurial move you’d recommend?

Working in a partnership with my best mate in Daniel had been real effective considering that we’ve been homies for close to 14 years. We do different aspects of the brand which helps the cohesions. Where Daniel grinds through the digital side of things and where we both design our products and for myself to go out and conduct the marketing and photoshoots with our homies who are keen on joining in the gang.

How important is local support when starting up a business?

The local support has been unreal for us. We’ve been blessed to have so many of our friends get around the brand since the first drop and behind the “#Supportyourlocal” where we deeply implemented that from the very first collection. Blessed to have friends who continually support the brand 18 months laters with returning customers. Also to progressively get customers from outside the areas and overseas to purchase our goodies. Could never thank them enough for helping where we’re at today. It’s a crazy feeling when you see people you personally don't know and they’re wearing your stuff in public. To then having international buyers onto the scene too.

Where do you see DYENASTY in twelve months?

For DYENASTY, We are hoping that in twelve months time we do another 3-4 Successful COLLECTION drops and for the Instagram page to have double the amount of followers as we currently got. (7500+ Goal). Also to hopefully do a couple of Collabs on the side too. Which to say we have one already lined up for this coming summer and it's with another good homie of mine in “STUM”.

What are your five dream collaborations?

There are plenty of sick brands out there but definitely the five we would 100% be locked in on is; (In no order) 1) Chinatown Market 2) Judah Tribe - Both brands being out of the same areas. #SouthEASTMelbourne 3) StreetX - #TheyKnow 4) Purgatory - Learn a bit off Harry (Owner) and I like the stuff that he produces 5) Palace or Supreme - Both being the top brands for the Streetwear scene.

Starting a clothing brand is a dream for many, although often only remains a dream. Do you have any advice on turning that dream to a reality?

My advice to others who are keen is that you go for it because you never know what could come out of it but always start small then work your way up to bigger and better things. Because at the end of the day it's a business investment so you have to be mindful of where your money is going in terms of marketing and ensuring the quality of your products is at an ethical and top level.

INSTAGRAM - https://www.instagram.com/dyenastycollective/

FACEBOOK - https://www.facebook.com/DYENASTYCOLLECTIVE

WEBSITE - https://dyenastycollective.com/