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Meet the brand: Dominique from Sunday Soldiers

Meet Dominique Perri, Sales and Marketing Director for Sunday Soldiers. Before Dominique got married and moved to Sydney with her Swedish husband, they lived together in Stockholm, Sweden. We had a chat with Dominique about the brand Sunday Soldiers, what she loves about her job and what us Scandinavians can learn from the Aussie lifestyle.

How would you describe Sunday Soldiers to someone who never heard of the brand?
Sunday Soldiers is an Australian surf/skate brand for
kids. Our clothes are what kids wear in vacation photos, when they learn to ride a bike or finally nail that first kickflip.

 

Why did you choose to showcase at CIFF KIDS for the FW18-19 fair?
We have lots of retail customers in Scandinavia who have found us through social media, and we would like for them to be able to buy Sunday Soldiers locally instead of waiting for their goods to arrive all the way from Australia.
With limited opportunity to surf locally, most Scandinavian surfers don’t start surfing until they are about 16 years old, and we feel that there aren’t any brands that offer on-trend designs for younger kids that admire the surf/skate lifestyle. We are exhibiting at CIFF Kids to refresh the surf/skate aesthetic and put it back on the map by partnering with some really cool stockists, so that youths in Scandinavia can be a part of our culture too.


What can we expect to see at your booth?
We will be showing our new Milkbar ’63 collection, which is inspired by an era where kids spent their weekends riding bikes, fishing with whatever they could find, and their feet being sandy. No videogames, no social media, just good vibes and good music. Our range has been designed as transeasonal- to suit both the Australian and Scandinavian climates.


Sunday Soldiers started as a little t-shirt pressing business. How did it evolve into the brand it is today?
Sunday Soldiers started as a husband and wife team in Perth, Australia 4 years ago. When the volume of orders became too much and stockist enquiries got out of hand, owners Matt and Elise Doohan knew something had to change. I became friends with Elise through Snapchat and after many discussions, my husband and I decided to invest into Sunday Soldiers as partners. By allocating roles and responsibilities, Elise can now focus on design and production, I take care of sales and marketing with Matt’s support and my husband Magnus does what he loves – finance and strategy. We really are the dream team and love working with each other!


How does a day in the office look like for you?

I always start my day by catching up on emails and helping with customer service. My days are filled with organizing photoshoots, preparing our stands for trade fairs, bookings meetings with stockists, visiting existing stockists and making sure their sales are strong throughout the season. I work very closely with our designer, Elise – to ensure her vision is being brought to life with our marketing and providing feedback to designs to ensure they are ‘sellable’.


What do you love about your job?

I love being part of something from start to finish. Seeing an initial concept being turned into a design, then a sample, photographed for our lookbook and finally into production. No 2 days are alike and it feels like a hobby more than a job.


What about the Australian lifestyle do you think is appealing to the Scandinavian customer?
Aussies love their beaches. There is something so refreshing and relaxing about the beach, that feeling of salt on your skin and sand between your toes. Time just slows down and kids can spend hours jumping through waves and building sand castles. I think most people aspire to things that are foreign to them and that is the appeal for Scandinavian kids who haven’t experienced our lifestyle.

 

Last question, what are your expectations of Copenhagen?
It will be my first time in Copenhagen and I’m expecting it to look similar to Stockholm - very beautiful with lots of snow. It never snows in Sydney so it’s a novelty for me!

 

Meet Dominique at the Sunday Soldier booth at CIFF KIDS
Booth 087B





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