Aqeel Camal moved to Canberra from Abu Dhabi as a child – and reckons it’s the perfect place to launch a fashion label. Photos: James Coleman.
Forget the puffer jacket, lanyard and keep-cup of soy latte trifecta: there’s a new way of showing just how Canberran you are with your outfit.
Aqeel Camal, 26, is a strategy consultant for the public service by day, helping bring “multiple teams … together” to work on projects.
But this month, he’s launched his own project – something he’s hoping will eventually grow to include tens of products and physical stores – and put Canberra on the map when it comes to fashion.
It’s his own clothing range, under the name of Liminal.
According to the dictionary, ‘liminal’ refers to an in-between, transitional state “of, relating to, or being an intermediate state, phase, or condition” – something Aqeel is very familiar with.
He immigrated to Canberra from Abu Dhabi during his primary school years, and thanks a “support network” of friends for guiding him through all the changes.
“That sort of support network is what got me through different parts of life, particularly big transitional moments,” he says.
“And so the idea of Liminal is clothes that are all about something that is simple and good quality … no matter what part of life you’re at.”
Aqeel has “always really liked expressing myself creatively through clothing and fashion”, and considered undertaking studies in fashion design at one point.
“This year was a little bit of a timing moment to make that investment and get something going. I’d also built up my understanding of business through my work, and that really helped.”
He describes starting a small business in Canberra as an “interesting challenge” but “probably a lot easier than a lot of other cities”.
“In Canberra, there isn’t so much competitiveness, and there’s a real sense of pride and wanting to having a connection to local businesses that come from Canberra.
“Melbourne holds a pretty strong reputation in the fashion space, but I think there’s so many great creatives in Canberra, we can be up there too.”
Liminal only sells T-shirts for now – but more items are coming.
He’s thought about the number-one question he’s bound to receive too: around sustainability.
“I’ve picked very carefully the manufacturers I work with,” he says.
“Australian manufacturers are often looking for larger quantities, so a lot of companies go to places like China, India and Bangladesh, but I’ve been working with a manufacturer in Portugal whose core is sustainable manufacturing processes … and using recycled materials.”
One dollar from every Liminal item sold also goes to Charity Water, a global non-profit organisation that provides drinking water to people in developing nations.
“And then in the long-term, my goal is to become textile-waste negative … using more what’s called dead-stock fabrics – offcuts from fabrics other companies have used and bought. There are ways to source that, particularly here in Australia.”
Aqueel has spent recent months promoting the brand on social media. The website officially opened on 20 April, and the reaction has been “pretty good”.
“Particularly on launch day, we had emails and notifications set up for those who had registered their interest, so there was quite a few people jumping on.”
For now, the range includes two unisex oversized box-fit T-shirts, in ‘Bone’ or ‘Black’ shades, 100 per cent cotton, and priced at $119.95.
Aqeel says early interest in the brand has been “pretty good”.
“Really the intent is something that is a great staple … and you can dress it up, dress it down. And minimal – the colours are minimal, the branding’s minimal, the styling’s minimal, but the silhouette of the clothing has a little bit of that edginess to it with the boxy, oversized fit.”
But more are coming.
“Down the line I’d love to get a sort of physical presence somewhere, and definitely more items,” he says.
“I wanted to start small, test the market, see how things go, build a community and brand presence, and then try pants and outerwear like jackets and hoodies.”
Maybe a puffer jacket as well?
“Yeah, a puffer jacket – gotta have some sort of warmth in there.”
Original Article published by James Coleman on Region Canberra.
