Taking a simple Hawaiian shirt as it’s foundation and focusing each collection around it started the rise of Double Rainbouu’s fast ascension to cult label status. Featuring colourful and bright Hawaiian shirts with attitude, the new project from Toby Jones and Mikey Nolan, former art and creative directors of cult denim label Ksubi, draws inspiration from art and pop culture while creating a nice niche for themselves in the fashion market.
The brand changes its prints every three months, offering just a handful of options at a time. Their shirts are made from ultra-soft rayon, designed for a loose fit, and are officially unisex in bright clean designs and vibrant colours, but they’re not explicitly tropical. They are cut with a modern silhouette and traditional Hawaiian shirt detailing.
Original plans to name the label “Permanent holiday objective’ a sign from above in the form of a double Rainbow over Bondi Beach post storm changed those planes, but the holiday vibe still remains.
Shop Double Rainbouu here.