Peter Alexander

‘Australia’ and ‘fashion’ perhaps not 2 words that are synonymous but like a lot of ‘cultural activity’ we as Aussies have a unique sense of style, that we should embrace rather then try and imitate other countries. Leave the couture to Paris and let’s celebrate our Australian youthfulness and humour.

That’s what I did and the Australian fashion industry has been very kind to me. As a boy who was not born here but arrived at 6 months old, I have always called Australia home. I am not a traditional Fashion designer, I did not study the craft or belong to a family legacy of fashion but in true Australian style I was given a ‘fair go’ to try my hand.

I started on my Mums dining room table with an idea to create something. Something, not only new to Australia but also the world – combining the traditionally daggy world of sleepwear with current fashion trends but also with a sense of humour, taking the mickey out of the haughty taughty industry that relies more on smoke and mirrors than real genius. It worked instantly and I ‘slept my way’ from Perth to Sydney from Darwin to Adelaide – creating a new sleepwear department that would eventually be copied the world over.

I remember my first time selling in an international trade fair in Las Vegas, I had a small booth with my pj’s on a rack a sign above it saying ‘have you ever slept with an Australian’– within 48 hours I had received orders to be stocked in over 200 stores across the USA – I was a proud Aussie not hiding my heritage in an industry that is a little snobby but rather celebrating it.

I kept my over heads really low and sold my pj’s for a fair price – Australia trusted me and liked my honest approach. I have been in business now for 23 years and I must say have never experienced the famed ‘tall poppy syndrome’. It might be because I keep it real and rarely blow my own trumpet, never try and appear to be from anywhere else but Melbourne Australia- my home, my family and although not my birthplace, it will proudly be my final resting place.

Peter Alexander is a true Australian entrepreneur. Founder of Peter Alexander Sleepwear, Peter grew the company from a single man operation on a living room table to an internationally recognised sleepwear business and brand name. Peter Alexander now has stores throughout the country stocking not only Peter Alexander clothing items, but also bedding items, gift ideas and RSPCA gear.