Meet the Boss Lady
Meet Sheree Pratt or ‘Groove’ as she is otherwise known. The story began when Groove bought the established clothing label, Gumnut Designz in 2017. Gumnut Designz had a strong, loyal customer base; somewhat of a cult following. Keen to make it her own, in July 2020, Groove launched Draft and Co. A brand that she says is uniquely hers whilst retaining the wholesome values of Gumnut Designz.
What got you into fashion?
I have always loved fashion – be it a trip to the races in your finery or putting on a nice shirt to go campdrafting. I have always used clothing to express my personality and style. At times, it can be quite edgy whilst other times, it’s quite relaxed or sporty. When the opportunity came up to buy Gumnut Designz, it was really a no brainer for me. I knew that it would be an honour for me to be able to make my mark on the brand whilst also staying true to the brand’s legacy.
Why the re-brand?
For me, a re-brand heralds a new direction. Whilst I wanted to retain Gumnut’s DNA and my beautiful customer base, I also believed that it was time to step it up a notch and put more of my personal touch on the brand. I think many people would have noticed our recent linen and silk lines which have been passion projects of mine. But that’s only just the beginning of what’s to come. What won’t change is that Draft and Co will remain Australian made. I am really proud to support Australian jobs. Now, more than ever, that it critical for our country’s economic and social sustainability.
What’s your style mantra?
Fit and fabric are everything. Once you have that sorted, add a classic and feminine twist.
What’s a typical buying trip look like for you?
I am very lucky that we have great fabric suppliers in Brisbane so I am often down there sourcing new fabrics and visiting our manufacturers. I also have a number of interstate suppliers so when they have a new range of fabrics and prints, I will travel to Sydney to ensure that Draft and Co fabrics remain very current. I find that once I am in a show room, I really try to focus on our customers and what will work for them and our climate. I also need to remember what our customers will be doing in a Draft and Co item of clothing. Our carefully curated fabrics can be worn at a campdraft, in the office or on a night out so I really do strive for quality fabrics.
Tell us what we can expect from Draft and Co?
The new brand is an amalgam of the heritage of Gumnut Designz where wearers can expect well-fitted shirts crossed with some bold innovations to match our new Draft and Co branding. What won’t change is the tried and tested cut of our cotton shirts – we know that you can tuck them in whilst campdrafting and we know that this cut is super flattering so we did not need to change that. I love comfort but I also love turning heads so there are a few new lines including tees and relaxed silhouette silks.
Who is the typical Draft and Co customer?
When designing our new range, in the front of my mind was a busy woman who likes to look good. She’s time savvy and leads a demanding life. She will look the part in Draft and Co without abandoning functionality or premium style. She can throw on a tee and pair it back with a cropped pants and sneakers or she can dress up in a silk shirt for a wedding or a day at the track. Next to her is a Draft and Co man wearing a 100% cotton shirt who I envisage is a modern cowboy with a lot of style.