Perth couple earn $300,000 in eight minutes selling ‘naked’ gym tights

Matilda Murray and Don Robertson are the power couple behind STAX, an affordable fashion brand that specalisies in “feel-good” activewear for every body type.

Since launching in 2015, the pair – who are originally from WA but now live in Sydney – have amassed a loyal Instagram following and earned several A-list fans, including Jennifer Lopez, Lizzo and the world’s biggest TikTok star, Addison Rae, who have all been spotted wearing the label.

On Thursday evening, the couple held an exclusive early access sale ahead of the launch of the brand’s fourth seamless collection at 9am on Friday, where shoppers scrambled to snag a pair of the highly sought-after designs.

RELATED: STAX host glitzy Sydney event to launch new collection

“We cracked $300,000 in eight minutes; it was a record-breaking pre-sale,” Matilda told news.com.au.

“VIP presale is only accessible by those signed up to a special mailing list where the link is sent by text and email and only open for 30 minutes – or until we’ve had 2000 orders.”

Matilda shared the news on Instagram last night, telling her 75,000 followers: “Holy moley guys, we just broke all of our records, thank you so so much for shopping. We’ll be back tomorrow.”

In a previous sale, the pair netted $250,000 in 30 minutes, showing popularity for the brand is soaring.

Ahead of the launch this morning, the brand created a 19-minute movie starring Love Island Australia’s Cassidy McGill and Big Brother’s Flex Mami, to showcase the 10 new colours from the Instagram famous seamless collection, a range of gym tights, bike shorts and crops.

Matilda said the collection is made up of mostly neutral, earthy tones – and features a range of inclusive nude shades, dubbed “naked” gymwear for making the wearer appear as if they’re not wearing any clothes.

“Nudes are everything this season. Our sand/nude colour from a previous collection sold out in minutes and we had lots of requests to bring out more pieces in this colour palette,” Matilda said, adding: “Brown is the new black.”

Last Friday, the film was played at an exclusive screening in Sydney’s Bondi Event Cinemas, that saw The Veronicas perform to a crowd of over 200 people – many top tier influencers.

It’s a huge jump for the brand launched with humble beginnings in Don’s Perth bedroom in 2015, with Matilda telling news.com.au the event was a “surreal” moment.

“It’s absolutely crazy. Just a few years ago Don and I were selling a few T-shirts in our family’s spare room,” she said.

“We’ve been wanting to entertain and experience a personal launch event since before Covid broke out and we had to cancel so many times. Personal connection is so important to us so we are so thrilled we were able to put on a show.”

While many brands struggled during the pandemic, STAX has experienced impressive growth, a fact Matilda credits to its unique price point.

“We make affordable clothing with a luxury experience, a brand that everybody at every shape and size can wear, from everyday people to celebrities,” she said.

This was echoed in the runway show which featured the brand’s customers wearing the product, showing it on a variety of real bodies ranging in sizes AU4 to AU24.

Continue the conversation @RebekahScanlan | rebekah.scanlan@news.com.au