manifesto

FASHION / ART / VINTAGE


ARTCLUB was born

out of a quest 

for my ideal 

creative platform


It is our online atelier

where ideas will go 

from concept to shop

in weeks, rather than months


- Heidi Middleton, founder of A R T C L U B





I yearn to create

without the pressures

of big business


I want to make things

with purpose and meaning

without compromising

people or the planet


We want to make 

things of beauty

that will endure 

the test of time


In a world that is locked in a race against itself, it feels right to slow things down, breathe, appreciate & share.


ARTCLUB was conceptualised to house the things I love: making art,designing fashion, curating vintage & collaborating with creative people with shared values. I want to help change the way my daughters & their generation consume. It has inspired me to create in a new way.


The essence of ARTCLUB is about CREATIVE EXPRESSION at its purest, free from the constraint of commercial demands.ARTCLUB will inspire creative flow by the very nature of its design. 


ARTCLUB IS NEW. 

ARTCLUB IS BOLD & GOOD. 

HONEST & FUN. MODERN & FREE.

ARTCLUB

is everything I love

about the creative process.

All that I don't love,

I have left behind.

Sorry, not sorry.

FIRST ARTCLUB PRESS RELEASE . 8 NOVEMBER 2018 


FOR IMMEDIATE RELEASE / ARTCLUB LAUNCHING 18th DECEMBER 2018 


 ARTCLUB is an online atelier focusing on art, fashion, vintage and like-minded collaboration. Founded by former co-founder and Creative Director of sass & bide Heidi Middleton, the brand aims to pursue creative expression at its purest through considered design and an artistic sensibility. 


 “ARTCLUB was born out of a quest for my ideal creative platform, to house the things I love: making art, designing fashion, curating vintage and collaborating with creative people of shared values” , says Middleton. “Most of all, it was created from a desire to make things of beauty with purpose and meaning, and that will endure the test of time.”Initially pursuing a career in art, Middleton graduated from Queensland College of Arts and Griffiths University with a degree in Commercial Arts all the while working as a freelance illustrator. A future in advertising was thwarted after an impromptu move to London with close friend Sarah-Jane Clarke. This set the wheels in motion for Middleton’s move into fashion - the rest is history. 


 ARTCLUB’s close tie with art is represented through Heidi’s personal paintwork, medium-scale creations designed to harmoniously hang in the walls of the woman who buys her clothes. Strong modernist shapes flow through the canvas, sliced by sharp edges and abstract female forms that subtly speak of the power of femininity. Muted colour palettes punctuated by bold highlights compliment the collection hues, all the while rough canvas backdrops are carried across to the clothing. 


 An anti-establishment vein is captured throughout the garments: jewel tones, rich metallics and 2D shapes collide, all the while natural fibres (cottons, linens, silks) reign supreme. This no-rules approach is carried through with the highlighted use of calicos and hemps, while abstaining from fabrics that traditionally define luxury. The brand’s philosophy to re-use, reduce and recycle permeates further through the use of remnant fabrications. Also important is an investment on new technology inspired by nature: expect aloe-vera infused fabrics that nurture and nourish the body as much as the colourful silhouettes do. 


Throughout its offering, from atelier-made art to environmentally-conscious garments and vintage designer pieces, ARTCLUB aims for sustainability in all aspects of the business. From local manufacturing (all pieces are made in Australia adhering to ethical, fair wage regulations) to its waste-reduction practices, slow fashion approach and packaging solutions, ARTCLUB is committed to incorporating sustainable alternatives and creating luxurious pieces without compromising the people and planet. 


 “I have been inspired to create things in a new way to make a positive and lasting influence in the way my daughters and their generation consume, without a focus on fast cycle trends or the pressure of big business” says Heidi. Free from the constraints of commercial demands, ideas will go from concept to shop in weeks, rather than months - not because of a desire to fuel consumption, but because creativity wills it so, making to demand and not overproducing or creating excess waste. 


 In a world locked in a race against itself, it feels right to slow things down, breathe, appreciate and share. 


 ARTCLUB is everything I love about the creative process.All that I don’t love, I have left behind (sorry, not sorry).” 





WE SUPPORT


CREATIVITY 

FREEDOM 

LUXURY 

INNOVATION 

SPONANEITY 

SLOW FASHION 

ART

PROTECTION OF OUR PLANET

HUMAN CONNECTION

SUSTAINABILITY

ANTI ESTABLISHMENT






THERE WILL BE


No seasons 

No collections 

No retail stores 

No wholesale accounts 

No range plans 

No advertising 

No paid marketing





WE CELEBRATE


Local production 

Slow fashion 

Protecting our planet 

Using remnant fabric 

Creative innovation 

Sustainability 

Circular processes 

Upcycling




A R T C L U B 

is an ever-evolving, 

sensorial project.*