SuperX’s Austin Gayne on crafting the first-ever activewear collection for TRANSFORMERS

Austin, it’s great to connect. For anyone new to SuperX, what does the company focus on? And what inspired its launch?
SuperX creates pop culture infused activewear, partnering with the world’s largest brands like Hasbro, Marvel, Warner Bros. and Star Wars. The ideation and creation of SuperX resulted in the realisation that nobody is creating high quality pop culture activewear – the only alternative is cheap screen-printed t-shirts that haven’t been improved upon in decades…

You mention Hasbro there and one of your collections is centred around TRANSFORMERS. What made that an attractive brand for SuperX?
At SuperX, we choose our partnerships based on two criteria… Which brands have an iconic rich history to enhance our brand’s image? Has anyone ever done what we’re doing before? The TRANSFORMERS franchise fit those criteria perfectly.

What are some key considerations for your licensed activewear lines, that other types of apparel perhaps don’t need to worry about?
The most challenging part about our job is turning iconic characters into functional activewear – without utilising screen print graphics. We design our gear and character inspiration through a process of cut and sew product design with high end trims. Most companies rely heavily on graphics… We create the design of the character within the product construction.

“The key to collaborations that push the boundaries is for licensees to have a unique vision.”

Did TRANSFORMERS pose different creative challenges to the other IP you work with?
When it comes to the TRANSFORMERS franchise, it was a very difficult feat because unlike superheroes, TRANSFORMERS robots don’t have ‘suits’ to draw inspiration from… We had to try and convert a machine into a suit – while still maintaining key characteristics like colour schemes, logos and character details… We believe we’ve done it.

What is key to creative collaborations between licensors and licensees like yourselves?
The key to collaborations that push the boundaries is for licensees to have a unique vision. Take risks on never-done-before products – and pair that with a licensor that believes in the licensee’s vision.

TRANSFORMERS celebrates its 40th anniversary this year. Why do you feel the IP has endured and thrived for so long?
The TRANSFORMERS franchise reinvented what a hero can be. Up until its creation, consumers looked at heroes as people or humans… TRANSFORMERS showed, for the first time, that being a hero is about character traits – something demonstrated clearly throughout its lineage and wide range of characters. And who doesn’t love cars, planes and machines… It’s badass!

Austin, this has been fun. I have one last question… What fuels your creativity?
At this phase in the history of licensing, the characters and brands we partner with have long established characters and lore… We come in on the shoulders of giants, taking what has been built and honouring the characters and fans by creating a truly extraordinary product that’s never been done before. This has been our “secret to success”.

Thanks again.