It would not be unfair to call Jets’ three labels the top brands in Australia, with Jets White positioned to take on La Perla.
   Even though Australians are renowned locally for being able to produce to a high quality—its cars, for instance, sell to discerning Middle Eastern police forces; The Matrix movies are a further testament to Australian skills; and the Olympics

It would not be unfair to call Jets’ three labels the top brands in Australia, with Jets White positioned to take on La Perla

raised Sydney to a world-class metropolis—it still remains a surprise to hear “best in world” claims from the antipodes. Those that have raised the consciousness of Australian fashion internationally, chief among them Collette Dinnigan, have done so by touching on their roots, but never relying upon them.
   Despite the claim from Lane Crawford buyer Helen Allison that swimwear is to Australia what shoes are to Italy, Jets falls into the same category by acting more as an independent world citizen, just as any of the top Europeans might. While it is arguably easier to sell swimwear with the Australian national image as the backdrop in this context, there are no overt signs of Australiana: no yellow and green, Australian flags or kangaroo silhouettes. It is a purposeful decision: if one sells on quality, then in some markets country-of-origin is irrelevant. The web site has white-on-black Trajan lettering, a classy departure from the Didot Harper’s Bazaar-like types, with only the ‘.au’ betraying its national origin.
   Some of it is down to good fortune, according to Jets’ brand manager Jane Aliband. ‘We have been very lucky with Jets’ entry into department stores overseas; we have had the right mix in our collection that the overseas buyers have loved.’ She added ‘sophistication’ into her description of Jets’ success factors.

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MAIN PHOTOGRAPH: Jets Black Label Crete ruffle one-piece with deep V. ABOVE, FROM TOP: Jets Black Label Indian Ocean square-neck foam tie-back halter top and low-rider pant in mint–chocolate. Jets Black Label Crete floating jersey mesh tee, regular pant and leather coin slide in black.