Ever heard of the fashion label, The Astral Plane? Us neither. Believe it or not, this label was Damien Horen and Daniel Oliver’s first shaky step into the world of Australian fashion. That label may have failed but what they gained from this training exercise was invaluable – market knowledge, hands-on experience and a solid business plan. All this knowledge (and new-found confidence) was the basis for their in-demand lifestyle brand, Assembly Label. Read on as we chat to Damien, one-half of the clever duo about startup fails, the importance of brand unity and understanding your customer.



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