How Outcast Clothing Is Going Beyond Selling Bikinis on Instagram

In this episode of WWD Voices, host Arthur Zaczkiewicz interviews Lawrence Lees, cofounder of the Australian fashion brand Outcast Clothing — a name penned by Lees’ wife and cofounder, Paris Merchant. The fashion label initially launched in 2014 with bikinis sold on Instagram, and quickly added party, occasion and festival wear, and has now expanded into swimwear, casualwear, shoes, accessories, loungewear and lingerie. The brand, operating in Australia and the U.S. with a team in Los Angeles, curates clothing for versatile occasions — from beachwear to clubbing outfits.

To listen to the podcast, click here.

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Lees talks about the obstacles of starting with limited funds and business acumen at a young age, stressing how these challenges played a role in their success. Social media remains a central marketing strategy, particularly leveraging the distinct styles of engagement on Instagram and TikTok.

For future plans, Lees highlights intentions to open physical stores in the U.S., expand Outcast’s presence deeper into the market and noted upcoming collaborations — potentially involving celebrities and other brands. The culture at Outcast is described as vibrant, creative and predominantly female-driven, with a corporate atmosphere that fosters freedom and creativity. In three words, Lees describes Outcast Clothing as “edgy, sexy and fun.”

To listen to the podcast, click here.

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