Fashion-forward Aussies have been obsessed with the designer’s quirky new range of micro bags
Prene founder and designer Tammy Green, 26, was “blown away” by the success of her latest line of microbags.
A young entrepreneur was “positively blown away” after her new range of very fashionable mini handbags became an overnight “must-have” accessory.
Speaking to FEMAIL Prene founder and designer Tammy Green, 26, revealed the handbags are part of a “bold new look” the company is working on.
She said the new range was the result of a “seven-year itch” after starting the neoprene-based bag company from her bedroom when she was just 19.
“Having lived and breathed neoprene pretty much my entire adult life, through trial and error I’ve since learned how to incorporate more structural elements to create more statement-making silhouettes – that really inspired the new direction,” she said.
Neoprene is more commonly used in less sexy industries where it is processed to make gaskets, orthopedic braces, tire walls and wetsuits.
But Tammy managed to popularize it, having released durable, colorful tote bags made from the material when she launched her iconic inaugural collection.
Prene has sold thousands of Spencer and Astrid style bags, with one selling every minute the week they were launched.
“We were positively overwhelmed and very impressed by the response,” she said.
“I wanted to create a new line of bags that would feature modern variations on signature styles alongside the introduction of entirely new structural silhouettes.
The 26-year-old founded Prene seven years ago and says she was “itched” to take the brand in a new direction
One of two very popular new pieces to their range, the Astrid bag is available in black, blue (pictured) and emerald green, which is Tammy’s favourite
“This new series plays with those integral design elements while being a bit more ‘on the pulse’.
“Our loyal community loved the injection of color and the new shapes. As the saying goes, curves are sexy,” she said of the new bags.
And the self-confessed bag lady seems to be more than impressed by the collection.
The Astrid bag in green is her favourite.
“I’m obsessed with all things green,” she said, before admitting that she shouldn’t pick favorites as they’re all her designs.
“I design all of Prene’s products myself and work very closely with our manufacturers to perfect the construction,” she said.
And it all starts with inspiration, which she says can come from anywhere, including fashion, pop culture, architecture and food.Music Videos and Record Covers of the 70’s and 80’s”.
“I get inspiration from my surroundings. I think I look at life through a very creative lens,” she said.
The bags are the first in the company’s new Fashion Forward range
A “perfectionist,” Tammy revealed that the design process from mood board to finished product took 12 to 18 months.
“I’ve been known to go through 15 to 20 rehearsals before reaching my desired outcome of what the bag might look like, how it might feel and how it works,” she said.
And while the popularity of the Spencer and Astrid bags surprised Tammy, it’s not the first time their designs have been flying off the shelves.
“The Bec Judd range has also done exceptionally well. At launch we were selling a bag from the collection every 10 seconds and we’re still struggling to stock the range today,” she said.
While their Australian Open collaboration “sold out” in a matter of hours.
The Spencer bag has also proved popular – Tammy says the series hit the mark because “curves are sexy.”
Orders have flown in – the young woman is “positively overwhelmed”
She says the green is her favorite — because she’s “obsessed” with the color
But the new bags are her favorite designs so far.
“Maybe because I’m the target audience for these new styles and also styled, directed, photographed and edited the campaign myself, that made me even more proud of this campaign,” she mused.
Stars like Kendall Jenner and Hailey Bieber are behind the huge explosion in the popularity of microbags, Tammy explained.
And while she’s happy to adapt to changing styles, the businesswoman said her pieces’ signature neoprene construction and simple practicality remain.