JACE BANU

Embodying endless summers, born under the Australian sun.

A chat with founders Jake & Jack who share the inspiration behind their brand, their commitment to ethics over profit, and taking design cues from bygone eras and pairing them with modern concepts.

HS: What sparked the idea to start Jace Banu and what is the meaning behind the name?

JB: We both have a background in consumer products, lifestyle brands and fashion, so we knew that we wanted to create something of our own but for a very long time we didn’t know what that ‘thing’ was. All we knew is that we wanted it to come naturally, for it to be a true expression of ourselves, something that added value to the world and we could be proud of. There have definitely been some crazy ideas along our journey but nothing truly stuck until this one. After many discussions and brainstorming sessions Jace Banu was born; a true representation of the both of us and a culmination of our individual styles, professional strengths and experiences. We hit the ground running with product development in November of 2020 and it wasn’t until February of 2022 that we officially launched.

The name, Jace Banu, came quite naturally, which was an indication that we were one the right track. One night we were sitting at home and Jack threw some ideas together, playing around with letter formations and words with significant meaning and relevance. Jace is quite simply a blend of both Jack and Jake while Banu is derived from the word Bhanu which is Hindi for Sun. We like to think of Jace Banu as an enigma or a creative being that represents the both of us - someone that we could never be without the other.

HS: Where do you draw inspiration from in terms of design and brand identity?

JB: We held back on building out the brand identity until we knew what we were able to achieve when it came to manufacturing. We wanted Jace Banu to be product focused and for our entire attention to be on perfecting the product and creating something truly beautiful. Once we had received countless samples, slowly perfecting our vision, we started working on the brand. We wanted the brand direction and the product offering to be seamless and work in harmony. 

Our pieces are inspired by many different things, whether that be costume design in period films, photography, art or fashion trends. A strong inspiration behind the brand as a whole is art and culture of the 1950’s, which we both have a strong connection to. We look toward mid-century artworks, paired with colours from current runway collections as well as personal style. We love pairing styles from both eras to create something truly unique.

Although Jake and I aren’t the target demographic, we find it really interesting designing for a female customer. It pushes us outside of what we know and allows us to be more creative.

HS: Jace Banu is committed to social ethics and eco-responsibility which is clearly outlined on the COMMITMENT page of your website — please share with us why this is so important as a core value for the brand, and in turn for the communities it impacts.

JB: To be honest, this side of the brand was a non-negotiable for the both of us. On a personal level, we strive to be as responsible as possible in our everyday lives and we also believe that every business has a duty of care to respect the world in which they operate and live.

Something that was always at the forefront of our minds was our responsibility to both the environment and the community. Whatever business we were going to create we knew that it had to be as responsible as possible, we wouldn’t be proud of our achievements if this wasn’t the case. As an ethical business we understand that there is a lot of room to grow and a lot more work to be done, so we never mark it off our list as complete. 

So far, Jace Banu commits $1 from every sale to environmental support via Carbon Positive Australia and an additional $1 to Global Giving, where we are able to support local causes in the areas that we manufacture. As an Australian business we know how important it is to protect our own country but at the same time we want to provide the same support to the people and nations that work with us on this creative project of ours. Although Jake and I drive the brand forward, it really is a group effort and we acknowledge that there are far more talented and creative people helping us on this journey - our incredible weavers.

On a product and manufacturing level we also selected partners for their ethical standpoint before anything else, having implemented strong practices and signing our Code of Conduct and Modern Slavery Statement. Our products are also crafted using natural materials, the dying processes have been reviewed and internationally certified across numerous regions and we utilise local artisans and support traditional weaving techniques.

We know that we could probably create our pieces far cheaper and a lot closer to Australia but to do that wouldn’t feel right. It really wouldn’t be something we would be proud of.

HS: Your pieces are responsibly handcrafted in Ecuador utilizing local traditions and weaving techniques - what drew you to this particular artisan craft?

JB: Artisanal processes are just so beautiful and there is so much skill. Whenever we think of hats we think of Panama Hats from Ecuador, the original weavers. The intricacy and beauty of these pieces is unparalleled and we wanted to use this and create something modern and dynamic. It really is the same methodology that we apply to our entire business; taking cues from bygone eras and pairing them with modern concepts. There is something so special about that.

HS: What is your favorite Jace Banu piece?

Jack: My favourite piece is the Amira Bucket Hat in Pink & Burgundy. This was my baby from the very beginning. This was the hat that really kicked things off for us creatively and gave us the confidence we needed to keep going. Once we developed the pattern and the shape we carefully selected the colours and had it sampled right away.

Jake: My favourite piece is the Nour Fedora in Pistachio. I have such a strong connection to the fedora shape and I knew pistachio was something very unique. It was a colour we had to perfect in the dying process to ensure it was the right shade of green and the straw didn’t absorb too much of the dye. Jack was actually very apprehensive about this style but as soon as he had a physical sample he loved it.

HS: As a brand who romanticizes time spent under the sun, what does an ideal summer day look like?

JB: Summer is all about everyday luxury and uncomplicated elegance. An ideal summer’s day would be waking up early with absolutely no plans. The first thing to do is put on a playlist for the morning, something that sets the tone for the day. We actually curate our own Jace Banu Pool Club Soundtrack, which is linked on our website - music is such an important and special medium for us.

After gliding around the house with a coffee and a light breakfast, it’s time to head water-side, whether that be the pool or the beach. A gentle swim, walk and lounge in the sun and it’s time for lunch and maybe a spritz. 

An afternoon nap is always on the cards, somewhere in the shade with a gentle breeze before another afternoon swim, early dinner and wrapping up the evening at home, showered and lightly sun-kissed. 

What we love and really try to communicate with our brand is that romanticising your time spent in the sun isn’t about fancy events or expensive meals. It’s about cherishing the beauty in the everyday and carrying that feeling of luxury through all that you do, even when you don’t have plans. The best place to start is a great playlist.

HS: This year Australia experienced immense flooding that displaced tens of thousands from their homes. We know these families will need ongoing support as they work to rebuild their lives and communities.

Is there a donation link you would like to share for those of us who can't physically be there to help, but are able to contribute in a monetary way?

JB: The floods here in Australia have been absolutely devastating and heartbreaking. Luckily Jake and I weren’t directly impacted but we know so many wonderful people that were.

There are so many amazing organisations that are supporting the community, so if you are in a position to donate both Jake and I would be forever grateful. 

GIVIT is a trusted organisation that is supporting the community: https://www.givit.org.au/

As well as Floods Recovery 2022: https://floodsrecovery2022.com/

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Daniela Hoyos