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How this t-shirt brand achieved success: Sydney label 2000


With a name like 2000 it's not hard to guess where this t-shirt label hails from. In what seems like an ever-growing offering of online t-shirt design brands, designers Sean and Jamie felt the need to diversify by taking notes from the inspiring Sydney lifestyle that surrounds them. Described as a "visual representation of the culture, origin and heritage of Sydney through creative art forms", 2000 is a true keepsake of this generation and a love note to the city we live in. We chat to Sean to find out how his appreciation for Sydney translated into a label.

What made you launch your label?
Spur of the moment type of thing. Basically I approached one of my best friends, Jamie about potentially starting a label, and we’ve pretty much gone on from there. 

Where did you learn your craft?
I always try to stay creatively active across different art forms, from music, fine arts to martial arts but fashion was definitely the one I’ve always had a passion about. I’m constantly learning my “craft” throughout random moments of my day, as I’m the type of person who would go out of their way to Shazam a song I hear and like, or take a photograph of a font type or colour combination I see in public.

What is the most exciting moment for your label so far?
Creating a local following as well as gaining recognition from brands and personalities we’ve always looked up to.

What is the most unexpected thing to come out of running your own label?
I always find it surreal seeing complete strangers wearing our stuff. It’s crazy to think that “wow, that was once an idea in my head,” now people are wearing it.

What is your favourite fashion trend or colour at the moment and why?
My favourite trend is not following trends.

Who is the most inspirational person in your life? 
Lil’ B (The Based God) 

Where do you see yourself in 5 and 10 years?
Being happy

The reason I love Sydney is..
The diversity. There’s a little bit of everything in this lovely city, and we definitely take it for granted. 

Best spot for brunch in Sydney is..
Acai Brothers in Neutral Bay or Acre Eatery in Camperdown.

On Sundays I like to..
Go to an art gallery and zone out.

Visit 2000 at the first edition of New Form, on Sunday 8 October at 3 Gladstone Street in Enmore.
New Form is a curated market and hangout space for lovers of fashion and culture.

More on 2000:

Caitlin Clark