Icebergs boss Maurice Terzini has launched a new fashion label. He says companies should build ‘a lifestyle’ around their brands.

  • Sydney hospitality icon Maurice Terzini has launched a new fashion label with co-founder of Tsubi Gareth Moody.
  • Starting with a single collection that showed at Australian Fashion Week, the duo wanted to extend the new venture into a “lifestyle” brand, with a wine label, events and more.
  • There’s “a bigger picture in mind for both of us,” Terzini told Business Insider Australia.
  • Visit Business Insider Australia’s homepage for more stories.

It’s not enough to simply run a restaurant, design for a fashion label or own a hotel anymore, according to Maurice Terzini, owner of iconic Bondi institution Icebergs.

Any creative business venture needs to be “more than just that,” Terzini told Business Insider Australia.

Terzini has a background creating businesses that become cultural mainstays. His revitalisation of the Bondi Icebergs made it a celebrity hub and must-visit for international travellers, and in recent years he’s been the force behind an empire of Sydney restaurants, designed a limited edition label Ten Pieces, and cemented his status as an icon of Bondi’s creative resurgence.

Now he’s joined forces with designer and hotelier Gareth Moody, who founded labels Tsubi and Chronicles of Never on a menswear brand, Nonplus.

The idea for the brand emerged before the pandemic hit when Terzini and Moody, who have moved in the same fashion, music and food circles for years, decided they wanted to inject new life into Australian menswear with a collection designed and manufactured in Sydney that embodied the ‘surf punk’ identity the suburb is known for.

“I was back in Sydney, Maury’s in Sydney, we’re both friends because in fashion, the worlds collide and to another.” Moody said.

While both are seasoned professionals when it comes to putting together a show – with a recent runway show staged at the Icebergs as part of Australian Fashion Week – they both said they hoped this collaboration would be both an homage to their early days in the business, and a kicking off point for a new venture that goes beyond fashion.

While “we both had successful brands outside of this one,” Moody said, he said the new label was a chance to explore new opportunities in fashion and lifestyle.

Moody said the collection, built around the idea of surf punk that emerged in the ‘70s in Melbourne, and reemerged in Bondi in the 2000s, “is not necessarily about a look, it’s not really an image. It’s an attitude.”

The brand has also committed, in line with global trends toward local and sustainable practices, to designing and manufacturing in Sydney.

“It’s important to add that a good portion of the collections are made in Australia now,” Moody said.

He said they’ve pulled together a small group of 20 from his former label, using his old factory.

“It’s a bit of a reunion,” he said.

They’re hoping the label grows organically from here, with sights on growing a lifestyle brand out of the new venture.

Terzini said something he’s been growing more conscious of with his hospitality group is how an authentic brand can transcend sectors.

He’s always looking for ways to “create content” for his businesses that don’t require engaging marketing or PR.

There’s always the question “in the back of our mind [of] doing something that could also add value to our other businesses,” Terzini said, which can help people see your companies as part of a wider brand that extends beyond one space.

“Obviously, these days, I think authenticity is a very big word,” he said.

“People can see between the lines…so to create content is also very important in particular for myself in terms of the restaurants and lifestyle content.

“There’s always this added benefit outside of just what the label represents. To have multiple brands, I think, whether it be Nonplus, all my restaurants…there was a bigger picture in mind for both of us.”

Terzini said he hopes to see the new venture extend to wine, “a series of parties or events that come out of the nonprofit umbrella” or even a music label.

He said while he’s built a successful hospitality business, a lesson that’s come out of the pandemic is the value of flexibility and not boxing your business in.

“Sometimes not having a business plan is quite good,” he said.

“You know, just, like not winging it, but like being a little bit more free spirited.”

Business Insider Emails & Alerts

Site highlights each day to your inbox.

Follow Business Insider Australia on Facebook, Twitter, LinkedIn, and Instagram.