New Byron fashion label backs men who are great with kids
A BYRON Bay startup fashion label with global roots has come up with the novel approach of creating a brand around supporting "awesome" men and dads.
Cheekily named "papacoq" - which means Daddy Rooster in French - the brand is the brainchild of three French women.
Their attitude to men is all about empowerment.
Papacoq marketing director Coco Hamel said the brand represented men who were "awesome with kids".
"The main thing is the concept, which is that it's really important to have male role models," Ms Hamel said.
"Not every kid has a dad, but every kid deserves to have a papacoq in their lives," she said.
To bolster their message the startup will donate $1 of every t-shirt sold to the Unkle Project, the Byron-based organisation which offers mentoring to young men and boys.
Ms Hamel said she wanted the brand to appeal to the adventurous outdoor lifestyle of Byron Shire and to men who loved engaging with kids, whether they were dads or not.
"Male role models are important for any kids; boys, girls, babies, or teenagers," she said.
The trio had been working on the concept since last July and after a couple of stops and starts eventually had it ready in time for the Father's Day Byron Bay market.
Their innovative stall featured an interactive photo booth calling on passing dads with kids to get photographed.
"Our brand is all about interaction and fun," Ms Hamel said.
The trio has also been invited to the Bonjour French Festival on the Gold Coast in November, where they will emphasise their French roots - the rooster being the national symbol of France.
Ms Hamel, who juggles work as a French schools support worker and a junior swim instructor while raising her two daughters, said the trio wanted to "enlighten male role models".
"We want them to wear the papacoq symbol with pride," she said.
"I understand that's a bit cheeky too."
She said while the plan was to "keep it simple", the brand might eventually branch out into attire beyond t-shirts, producing dresses and even kids' lunchboxes.
"We're selling the brand; men want it because they want to be a papacoq, women want it for their partners and brothers, and kids want to be a part of it too," she said.