With a motto of ‘You Do You’, it’s clear Justin Kestelman’s new streetwear brand First Ever is all about individuality.
First Ever describes itself as 'ATH-STREET', focussing on "trans-seasonal functionality and lasting quality". Justin and his father also happen to be co-owners of the NBL (yep, really), so basketball is clearly a pretty big driving influence behind the new range.
Justin says he's tried to respect to the game, but not be bound by it.
“Our product is not necessarily for the masses," he says. "For us, it’s about having something that’s really for the individual, no matter who you are. Whether you’re a dancer or an athlete, the brand is for you."
So what can you expect from this new Melbourne-based label? The 2018 Spring/Summer collection features basketball-style tanks and t-shirts, but the signature detail in all the garments comes from the logo bands and graphics. They give the pieces a definite athletic feel.
First Ever sticks mostly to a moody, monochrome palette, with some red and pink stripe details to pop from your classic Melbourne black. But don’t worry guys, you don’t have to be sporty—they're designed to fit within your current streetwear style.
First Ever became the official NBL apparel provider in December 2017, but Justin says if you think the brand’s streetwear collection is only for NBL fans, you’d be wrong.
“Even though we have a big involvement with the NBL, my goal is really about the millennials and how to our make streetwear resonate with them,” he says.
The brand’s name has a personal meaning for Justin, who knows it’s ‘basic and simple’. Ultimately he resonated with the fact the brand is his ‘first ever’ business.
First Ever officially launched on the 21 September this year with the vision of providing a “complimentary offering” for the athletes. To have clothing which was sport-inspired but “something they could wear when they’re not performing”.
“We want to partner and help people," says Justin. "Whether they’re designers or athletes or performers, we want to do some collaborative lines and go international pretty quickly.”
Justin says pop-ups and in-store collabs might be around the corner. For now though, you can only grab these threads online.
Image credit: First Ever