Designer puts passion into action

Activewear business started in a basement and now exports worldwide

THERE is a raw passion and sense of energy in 21.15.NINE that few fitness fashion labels can match, let alone beat. The eclectic, bold and edgy pieces are as colourful as they are unique, an almost symbiotic fusion of stylish street and activewear.

After a brief chat with designer Carlz J Soderstrom it is easy to see how this label that began in a Geelong basement and now ships worldwide, is rebellious and practical at the same time.

The 31-year-old Melbourne designer’s pieces are a manifestation of her energetic and purposeful personality.

Drawing on the memories of her many adventures for inspiration, Carlz almost religiously photographs and chronicles her trips. She is determined to give a voice to Australia’s ever expanding crossfit community in an effort to help people live superlatively.

Carlz’s 21.15.Nine dream began with a promotional poster. The graphic designer created it for a gym event.

The poster designs were a viral hit and before long Carlz was inundated with requests for t-shirt and logo designs, so the seeds of 21.15.Nine were planted.

In 2013 she crowdfunded the label into existence – $10,000 in support was pledged in a fortnight, and she hasn’t looked back.

But despite the at-times rapid growth of 21.15.Nine, Carlz has been determined to ensure the label remained true to its grassroots beginnings.

“We’ve evolved and grown with the community,” Carlz said. “Everyone wants to stand out, be themselves, tell their story. I think when people buy something from us they see it as an opportunity to own something special, they buy something that speaks to them on a personal level, something that expresses who they are.

“They know it’s not fast fashion, when our designs sell out that’s it, they are buying something unique.”

And it’s that aversion to ‘fast fashion’ that is driving Carlz as 21.15.Nine evolves in line with her personal beliefs.

Where possible 21.15.Nine uses ethically sourced organic bamboo weaves and cotton and Carlz is also introducing a line of leggings and crop tops made from recycled plastic water bottles.