Nautical Brand with a Designer Touch

Fremantle, Australia, April 30, 2010 --( Shock and Oar, The Australian Nautical Leisurewear Brand, is collaborating with accomplished West Australian designer Alison Cotton on a new range of men’s and women’s wear for 2010.

Alison Cotton, the woman behind the highly acclaimed Joveeba fashion label, says she is excited about working with another West Australian brand.

“Shock & Oar is all about classic styles, casual feel and comfortable fits which really appeals to me. The idea for an Australian nautical clothing brand has untapped potential, so it’s great to be along for the ride as Shock & Oar makes its place at the top of this niche market,” Alison said.

Shock & Oar Managing Director Brendon Westerhout says the collaboration is a milestone in the brand’s evolution as it looks to compete with long-standing overseas brands such as Nautica and Crew Clothing Company.

“We are very excited and confident about our first design partnership with Alison. The synergy of Shock & Oar’s unique style and brand position and Alison’s eye for design and detail is set to create an exceptional collection,” said Brendon.

Shock & Oar was launched in 2008 and offers a range of nautically-inspired casual clothing and accessories for men, women and children. Touted as "the perfect gear from boat to boardwalk," the range combines classic style, quality and comfort with a nautical edge.

Alison’s own label Joveeba has attracted international attention and critical acclaim. Her designs have been worn by celebrities such as singer Taylor Swift, Australian TV personality Natalie Bassingthwaight and model Miranda Kerr.

In 2009 Alison took out the top honour at the Mercedes-Benz WA Fashion Awards winning Innovative Designer of the Year, and her label is regularly featured in fashion magazines Harper’s Bazaar, Madison, Shop Til you Drop and Grazia.

Shock & Oar is available online and has its flagship store at 9 William St, Fremantle, Western Australia.

Shock and Oar
Brendon Westerhout
+61 (0) 414 685 640