On a balmy Splendour Saturday the festival’s VIPs snuck off to be escorted to another world. Boarding a bus marked “Nana Judy” on an unassuming street corner in Byron, expectations were scattered and only last year’s invitees had an inkling of what was about to go down. Arriving 10 minutes later at Angus Stone’s own Byron playground we found a combination of serene lakeside retreat and bonkers festival – complete with 400 people going absolutely bananas.
This is the Nana Judy Estate Party – an annual bash thrown by the streetwear label and sponsored by the likes of Smirnoff, The Merrier and The Emerson, where artists, influencers and athletes gather to indulge in six hours of unlimited food and drinks. Tunes were provided on tap this year with exclusive performances by DZ Deathrays, Crooked Colours and a host of DJ’s to set the tone. A quick flick through the gallery below reveals the afternoon’s shenanigans.
What stands out most is how different this party is compared to most other PR and media events we attend. It felt like Nana Judy just wanted everyone to smash a few bevs and have a good time, and that’s exactly what we did. Against the backdrop of the Byron Hinterland sunset, Australia’s coolest threw down for what was truly an epic gathering. Come 6pm it was time to head back to Splendour – on everyone’s mind was that the pre-drinks just eclipsed the main event.
Having a chat to Nana Judy’s founder and Melbourne’s resident fashion don, Glenn Coleman, we got insight into the brand’s direction and philosophy. In the ridiculously competitive industry of fashion, Nana Judy differentiates itself by delivering a product at a premium to the norm without going over the top. Throwing parties around the world (including a Coachella event in an airplane hangar attended by Rihanna and Diddy) has firmly placed the label in the spotlight as a major fashion player. Looking forward, growth of its already cult following is all but guaranteed with showcases at New York Fashion Week and more planned.
We’re thoroughly looking forward to the festivities at next year’s party and the big things to come from Glenn and the Nana Judy team. Find more on Nana Judy here, and in case you missed it check out our full Splendour ’18 review.
Images courtesy of Nana Judy.
