Since 2015 Melbourne brand SNO have brought a fresh Aus perspective to the existence of American sportswear. The label’s latest release boasts androgenous colour-ways and silhouettes: it’s streetwear for everyone. Shot in Footscray, Melbourne, the lookbook features local artist/ musician/ music director/ producer, Billy Davis. We caught up with SNO’s founders Jesh and Jess to talk creative processes, soundtracks and what’s to come.
Who is SNO?
SNO is a lifestyle brand that was birthed out of the west of Melbourne, Australia. Run by partners Jesh and Jess, SNO was founded in 2014 to create garments that we wanted to wear and express our love for classic American sports culture.
Can you tell us a bit about your creative process?
When conceptualising our ideas, we like to draw inspiration from classic sporting uniforms, team logos, typography and use of colour, creating our own twist in the end product. We don’t like to limit ourselves with traditional releases & seasonal lines. Instead, we’ve adapted to releasing when we feel is the right time even if it is just one garment. This translates into everything else we create; whether it be our lookbooks, social content, packaging or collaborating with photographers, models or musicians.
What would the soundtrack of SNO sound like?
In our office, there’s always a bunch of different playlists on the go. Right now, Jess is bumping Cardi B and Jesh is really loving Pretty Flacko’s new Testing album, particularly the track ‘Praise The Lord’.
Have you got anything in the pipes at the moment?
We recently restocked on some of our classic hoods, but we’ve got some new garments ready for winter about to drop. Also, we’ve been working tirelessly on a SNO Kids line. We can’t wait to finally get it out there.