Connecting with Lauren, Clammy Club

Late twenties, from Melbourne, a designer and a hot mat Pilates lover with an enduring obsession for vintage clothing and interiors. I care about details, the kind most people overlook. I am that person who has fabric covers for electrical cords and frilly covers on tissue boxes. I love wine and cheese (who doesn't, really). I figure things out as I go and see projects through even when I doubt myself.

Before Clammy became what it is now, I was stuck in life's waiting room, both creatively and personally. In 2020, I lost my boyfriend unexpectedly, which changed my entire life. During that time, creativity became a coping mechanism. I hand drew some of his beautiful tattoos and had them printed locally onto hoodies for friends and family, one of them featuring the words "clammy hands," which he had tattooed on his hand.

What started as something personal and healing slowly took on a life of its own. Random people began asking to buy the hoodies. I had no intention of turning it into a brand, but with a bit of encouragement from friends, I started an Instagram page. I wasn't able to work at the time, so having something creative to focus on helped me process grief and honestly just get out of bed each day. The response was unexpected. The hoodies reached hundreds of people worldwide and it showed me how deeply people connect with authenticity and story.

That chapter of Clammy eventually served its purpose. Two years later, I moved to London and Clammy rested quietly in the background. I had big dreams of working as a fashion designer. I hold a Bachelor of Fashion Design (Honours) from RMIT, but between COVID and grief, the reality of the industry hit hard. I ended up working as a supervisor at Acne Studios' flagship in Mayfair and later moved into a visual merchandising role. Looking back, that time wasn't so much about career milestones as it was about the incredible people I met, travel, building a life with my partner, and having space away from the constant reminders of home.

When I came back to Melbourne, I felt lost. Freelance fashion styling and a retail job that wasn't right for me became the push I needed to finally act on ideas I'd been sitting with for years. That's what led me back to Clammy, this time with intention, perspective, and a lot more confidence in my own voice.

Clammy, as it exists today, was born from my own experience. I'm a devoted hot mat Pilates goer and I was constantly frustrated by gym towels, whether they were bulky, too thin, boring, or just plain impractical. I also hated the awkward reality of wiping your face with the same mat you step on (we're all guilty of it). I wanted something functional, cool, and considered, designed for the way people actually move. That's when Clammy shifted from a memory into a product idea.
And the name? Perfect. A total light bulb moment. 

Nostalgia is a constant anchor for Clammy, so it almost always starts with something vintage. Archival images, worn typography, a colour combination that feels familiar in a way I can't quite place. From there, the process becomes instinctive and slightly chaotic. Ideas turn into notes in my phone, loose sketches, conversations with friends, and a lot of quiet refining. Clammy is about pieces that feel like they could have existed years ago, but make sense for how we move and live now. Once it's something I genuinely want to use myself, that's when it's ready to go into sampling.

I love building a strong visual identity and 'world' not just a brand. I am extremely visual and just love beautiful things. So, I enjoy those aspects the most and being very involved in the imagery and whole vibe not just the product development! The challenging parts aren't really creative, but all the practicalities that come with bringing an idea to life. Keeping up with demand, knowing when to take financial risks, managing production, timing, and cash flow can all be stressful. We were running pre-orders for a while. We're finally in a place where we can hold bulk stock and run things more smoothly, but it's still very much a balancing act.

My background in fashion design gave me a strong technical foundation, understanding fabric, construction, and production from the ground up. Styling taught me how to tell a story and think about how products live in the real world, not just in a studio. Retail and visual merchandising sharpened my eye for detail and customer experience, which has been invaluable in building Clammy as a brand.

Early mornings usually start with hot Pilates or yoga. I love CorePlus. I work full time as a Design Assistant and Clammy lives in the early mornings, evenings, and weekends. My days are a balance between structured design work and the very hands-on reality of running a small brand. I genuinely couldn't do it without the support of my close friends, family, and my partner. It truly takes a village, and I wouldn't have it any other way (though maybe they would hahaha). Most days end with a wine at my friends place or cooking with my partner and a good old Depop scroll.

Connection. I feel most alive when I'm creating alongside people I admire and who share a connection to what we're building. For the Clammy shoot, everyone involved had a personal link to the brand. The energy and belief they brought made the images come alive in a way that wouldn't have been possible otherwise. Travel also makes me feel alive. I don't get to do it as much as I'd like, but I've been to some incredible places and feel very lucky to have those memories.

When I first started building Clammy, I spent so much time second-guessing myself, questioning whether the idea, the designs, or even the product itself was worth anyone's attention. That surprised me, because I'm usually not someone who cares what people think.

What really surprises me now is how much it excites me to see Clammy out in the world. Walking into a Pilates class and spotting someone with a towel, or hearing how someone discovered the brand, genuinely makes me pause and register what I've built. Even seeing someone without one sparks ideas about how we can reach them and make their experience better. Those small moments, dropping towels off locally or chatting to people after class, have been unexpectedly meaningful and remind me why I started in the first place.

I have a really good feeling about this year. We only officially launched three months ago and Clammy is already growing fast. We'd love to do a pop-up, collaborate with some amazing industry people, and see Clammy stocked in curated, considered studio spaces. New designs and product developments are on the horizon too.

I definitely went in with a whole lot of delusion. I was learning in real time, making mistakes, and figuring things out as I went. Even with prior technical knowledge, I struggled and some of our first samples were absolutely not it.

Now, I approach it with much more confidence. I understand what matters most, what's non-negotiable, and where there's room to be flexible.

Research, research, research, lots of conversations and a lot of patience. I looked for manufacturers who valued communication, transparency, and collaboration. Trust has always been, and continues to be, essential.

Manufacturers aren't just suppliers, they're collaborators. The best outcomes come from mutual respect, clear communication, realistic timelines, and honestly, just being a decent human. It really makes a difference.

For anyone starting out, clarity is everything. Strong tech packs, thoughtful questions, and patience will save you far more than rushing ever will. Start small if you can, allow space to learn, and accept that not everything will be perfect the first time. Lastly, make sure you want to do it because you love it.