HOW A COUPLE OF DEVIANTS BUILT AN INTERNATIONAL BRAND

WHEN Alex and Doug Hainstock launched their fashion business out of the back of a van in 2012, they dubbed themselves ‘deviants’ – a couple of boys who were hungry for the counter-culture.

Five years on and the brothers now run the aptly named DVNT, a successful international brand which designs, manufactures and sells clothing to more than 2,000 stores worldwide.

The duo began by designing and selling merchandise for bands at local gigs and ever since they have been out to defy the norms of fashion.

“It’s hard to pinpoint exactly when it kicked off – Doug was in charge of designing merch, and we got to a point where we wanted to branch out and try and make some money of our own,” says Alex.

“That’s when we got our van and went out on tour.”

Alex and Doug travelled the length and breadth of the country, peddling a box of printed samples on long trips including from Brisbane to Adelaide and to Canberra.

“It was a lot of fun, however it was two guys sleeping in a van in the middle of winter, there was a lot of condensation,” admits Alex.

After six months out on the road, DVNT got its first big run of orders which allowed the Hainstocks to seek a more permanent situation. Read more

Paris Faint – Business News Australia – 5 Sep 2017