Our Story

About the Brand

Dummy Label is a Melbourne apparel start-up founded towards the end of 2022.

Inspired by maximal minimalism interior design, we combine minimalistic, understated designs with vibrant, monochromatic colour blocking to create a clean yet bold aesthetic.

From design to materials and packaging, to customer experience, we aim to be an example of how apparel can be offered in a more considered way. 

The Backstory

Alright... time to start writing in first person. Hi, my name is Kenjoe and the backstory of Dummy Label is one of trying to find purpose. 

The brand started out as a project born from an early-life crisis. May 2021 was probably one of the lowest points in my life. I was working a job that felt a bit empty, I had a failed YouTube project under my belt, I was overweight and we were in the middle of a pandemic. 

Day after day, it felt like a repeat of the same thing. It got to the point where I knew I had to make a change in what I was doing if I wanted to get myself out of this negative cycle. So I decided to pick an area that I had some interest in (apparel in this case) and see where it took me. Little did I know that that decision would end up being what brought this brand to life. 

I documented the process of building the brand from my apartment on Tiktok and found a lot of joy interacting with people and showing the behind the scenes.

In many ways, building this brand has saved me from my mental spiral and shifted my mindset to see the positives and possibilities in life. Maybe it's my blissful ignorance talking, but through building Dummy Label, I realised that we as individuals have the opportunity to create something that reflects the progressive values and standards we want to see exist in society today; and I am wanting to share that with you through this brand.