Prene founder and designer Tammy Green, 26, has been left ‘overwhelmed’ by the success of her newest micro-bag range
A young entrepreneur has been left ‘positively overwhelmed’ after her new range of very fashion-forward mini hand bags became a ‘must have’ accessory overnight.
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 is a result of feeling a ‘seven year itch’ after starting the neoprene-based bag company from her bedroom when she was just 19.
‘Living and breathing neoprene essentially my entire adult life, through trial and error, I have since learned how to incorporate more structural elements in order to create more statement silhouettes – that is what really inspired the new direction,’ she said.
Neoprene is more commonly used in less-sexy industries where it is fashioned into making gaskets, orthopedic braces, tyre walls and wetsuits.
But Tammy managed to make it popular after releasing durable, colourful tote bags in the material when she launched her iconic inaugural range.
Prene have sold thousands of the bags in the Spencer and Astrid style, with one selling every minute the week they launched.
‘We have been positively overwhelmed and very humbled by the response,’ she said.
‘I wanted to create a new line of bags featuring modern twists on signature styles alongside the introduction of entirely new structural silhouettes.
The 26-year-old started Prene seven years ago and says she was ‘itching’ to take the brand on a new direction
The Astrid bag is one of two very popular new pieces in her range and comes in black, blue (pictured), and emerald green which is Tammy’s favourite
‘This new range plays on these integral design elements, whilst being a little more “finger on the pulse”.
‘Our loyal community has loved the injection of colour, and the new shapes. As they say – curves are sexy,’ she said of the new bags.
And it appears the self-confessed bag lady is also more than a little smitten with the collection.
The Astrid bag in green is her favourite.
‘I am obsessed with anything green,’ she said, before admitting she shouldn’t pick favourites as they are all her designs.
‘I design all of Prene’s products myself, working 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 to ‘70s and 80s music videos and record covers’.
‘I am inspired by my surroundings. I feel I look at life through a very creative lens,’ she said.
The bags represent the first of the company’s new fashion-forward range
A ‘perfectionist’ Tammy revealed the design process, from mood board to finished product, has taken 12-18 months.
‘I have been known to go through 15-20 samples before reaching my desired outcome of what the bag might look like, how it feels and how it functions,’ she said.
And while the popularity of the Spencer and Astrid bags took Tammy by surprise it isn’t the first time her designs have flown off the shelves.
‘The Bec Judd range has also done exceptionally well. On launch, we sold a bag from its collection every 10 seconds, and we still struggle to keep the range in stock today,’ she said.
While her Australian Open collaboration range ‘sold out’ in hours.
The Spencer bag has also proven popular – Tammy says the range hit the mark because ‘curves are sexy’
Orders have been flying in – leaving the young woman ‘positively overwhelmed’
she says the green is her favourite – because she is ‘obsessed’ with the colour
But the new bags are her favourite designs to date.
‘Maybe because I am the target audience for these new styles, and I also styled, directed, shot and edited the campaign myself, so I felt even more proud of this campaign,’ she mused.
Stars like Kendall Jenner and Hailey Bieber are behind the huge explosion in popularity of micro bags, Tammy explained.
And while she is happy to adapt to changing styles the business woman said the signature neoprene construction and simple practicality of her pieces will remain.