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Since 2011, Melbourne-based brand Erstwilder has been bringing a playful, nostalgic flair to fashion through its collectible wearable art accessories. At the heart of it all is Marc Abrahams, Co-Owner and Chief Creative Officer, who leads the creative charge with a mix of whimsy, strategy and heartfelt storytelling.

With a background in digital marketing and a deep understanding of brand building, Marc has helped transform Erstwilder into a beloved global community known for its limited-run brooches, earrings, and accessories that spark joy and connection.

In this conversation, Marc shares how the brand’s dedicated fanbase helps shape collections, his detailed design process, and why he’d love to see David Attenborough in a sea dragon brooch. We also talk about dream collaborations, personal favourites, and what it really takes to create pieces that aren’t just decorative, but meaningful.

What inspires you when developing new collections?

We take our inspiration straight from the source: our community. They’re constantly sending in suggestions, sharing stories, and voting in polls, and we’re always listening. While some brands look to the runways, we look to our audience. It’s their passions, memories, and ideas that help shape each collection. That way, what we create isn’t just beautiful or clever, it’s meaningful. And when it matters to them, that’s when we know we’ve done our job to spark joy and inspire self-expression.

Can you please explain your design process?

To explain in full may require more time and space than this answer allows but I’ll give it a shot! It all starts with our most requested themes, those ideas our community just won’t let us forget. From there, we shape the concept, brainstorm designs with our team and illustrators, and sometimes check back in with our audience for extra insight. Once we’ve sketched and refined the designs, we apply a colour palette, prepare detailed specs covering construction and finish, and begin sampling. Usually by round three, we’re happy, and ready to roll into production. At the same time, we’re crafting a visual identity for the collection, including packaging, which always gets the same care and creativity as the pieces inside.

What is your favourite product you have made?

That’s like asking a parent to pick a favourite child, though with a touch less guilt. One that’s always stayed with me, Oscar Wildenfox. His name and story were inspired by the Oscar Wilde quote, “Be yourself; everyone else is already
taken,” which has long felt like a guiding principle, both personally and for the brand. He’s a celebration of self-expression and individuality—values that sit at the heart of everything we do. And while favourites can shift from collection to collection, it’s the pieces like Oscar, with a message that really matters, that tend to stick.

Who would be your dream Artist collaboration for Erstwilder?

It would be a dream to collaborate with Yayoi Kusama. Her work is instantly recognisable, wildly imaginative, and rooted in emotion, just like the best Erstwilder designs. The polka-dot pumpkins, the floral sculptures, the immersive wonder of it all, it’s endlessly inspiring. I recently saw her exhibition at the National Gallery of Victoria, and I haven’t stopped thinking about how magical it would be to translate her world into wearable art.

If you could dress anyone in Erstwilder who would it be and what would they wear?

David Attenborough, hands down. I’d pop a Weedy Sea Dragon brooch on his lapel (apparently he’s rather fond of them) and let it do the talking while he told us something incredible about its habitat. If he ever wears Erstwilder, I’ll
probably retire on the spot.

About Marc
Marc Abrahams is the Co-Owner and Chief Creative Officer at Erstwilder, a Melbourne based brand of limited-run wearable art accessories since 2011. With a background in digital marketing, brand building, and creative direction, Marc leads the team in crafting collections that spark nostalgia, connection, and joy. His work is grounded in a deep understanding of storytelling, community, and the power of design to build meaningful relationships with audiences worldwide.

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