Style Melbourne

Trenery launches


Road welcomes a big sister (and brother) in new label Trenery which recently launched. Named after CR’s first offices, situated on Trenerry Crescent in Collingwood since way back when, the label aims for a more mature clientele who are often overlooked in the fashion stakes. The idea is to take the classic, easy styling of CR’s iconic pieces, pare them back and shift the shape to suit an older body and style.

Though I’m far younger than their target market I could easily see myself in a few of the pieces, particularly the trench coats, the shirt dresses and wedge heels. The colour palatte for their debut collection is also timeless; navy blue, soft black, white, red, grey and neutrals. Trenery maintains that same easy yet chic aesthetic of its sister label and is simplified even further so pieces are great for pairing with statement accessories. It is the very realisation of “smart casual”.

Designer Sophie Holt seems to be moving her career along almost in sync with her life trajectory. From designing for Sportsgirl, Witchery and Country Road she now takes on a new challenge with Trenery. Now I’d love to see more of the pieces on the target shopper! They cater for sizes 8 through to 18 which is handy too.

The first Trenery store in Victoria opens today at Highpoint today. If you are nearby (or perhaps your folks need some new threads or some gentle wardrobe guidance) pop down from 6 to 9pm this evening or tomorrow evening as they will be celebrating with a few glasses of wine and in-store styling. A second store will open in the revamped Chadstone shopping centre in November.

Warm words by Sarah Willcocks

Images courtesy Trenery

5 Thoughts on “Trenery launches

  1. Hi,
    I was sooo excited to see your new stores open, until I read you are only going to cater from the size 8!!!!
    I spend a lot of money and time at Country Road trying desperately to find pieces suitable for my age.
    Is this about age or size???
    I am now 61, modern and weigh 49kg.Where do I go? Asian shops?
    Sorry, I do feel disapointed. Back to Veronika Maine and alterations I guess.
    The smaller, older person has been totally forgotten. We have the money to spend and no-where to go!

  2. I bought my first Country Road shirt from a jeans store back in the late 1970’s early 80’s. I then went on to wear Country Road Co-Op (remeber that off-spin?) and later Country Road womens wear. But lately CR has been a bit on the youngish side. So Thank you Sophie for Trenery. Can’t wait for the Chaddie store to open.

  3. Hi Dorina. That’s a shame – perhaps see if the size 8’s work? The pieces are quite loose tailoring anyway so you may get a way with it with some nice cinching belts. Also it’s not our store we just write about it 😉 Best to write to them to champion for size 6’s (you lucky thing). You are probably more of rarity for a more “mature” – I hate that word let’s think of another – market as most people do gain weight or find their bodies spread as they age.

    Sam – I think CR moving towards younger styles is the exact reason Trenery has been invented. Would love to hear about your finds there once Chaddy opens.

  4. John Keramos on January 23, 2011 at 10:21 am said:

    Could you please tell me where the Trenery shops are in QLD Thank you.

  5. Hi John, Simply click the link in the article above which will take you to Trenery’s website where you can find the answers.

    It will be under ‘site map’, then ‘stores’.

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