Stake’s target audience is unambiguous. The investing platform has launched a cool young things fashion range, Stake Supply, in its own words “designed for the ambitious investor and inspired by the community that backs itself”.
Bryan Wilmot, chief customer officer at Stake commented that while ambition in Australia can feel like something to tone down, the project is designed to challenge that notion, and give ambitious Aussies a uniform. “Our community inspires us every day. In a world where the traditional blueprint to ‘getting ahead’ is changing, our customers are taking action to shape their own future. They’re in the market, using their portfolio to secure a house deposit, or steadily building their investments month after month. But many of these activities are kept in the dark and not talked about, so we wanted to bring that momentum into the light, and celebrate that shared mindset.
“In the early days of Stake, we’d create one-off drops of apparel that captured the fandom and energy around the markets, so we’re excited about this evolution, taking the conversation beyond trading and building community around ambition.”
Since 2017, Stake has focused on breaking barriers to access. With the launch of its Onwards platform in 2024, the brand has increasingly turned its attention to breaking cultural barriers, including initiatives such as the Ambition Project, an initiative in partnership with Man of Many, that awards one Australian $10,000 to fund a personal goal, side hustle, or dream, and now Stake Supply.
Leandro CP, creative lead at Stake, stated, “From band tees to totes from the local cafe, people love to display what shapes their identity. If your thing is a passion for the markets and pride in taking charge of your money, Stake Supply is a badge for that ambition. Through subtle design cues, we wanted to bring an ‘if you know, you know’ energy to the range, and hopefully spark some real-life conversations. The creative potential for future drops is really exciting.”
“The goal was to make the apparel feel like a natural extension of the platform,” added Abbey Brown, senior brand designerat Stake. “Designed with the same thinking as our products, Drop 1 is built around premium, everyday staples – easy to wear from trading to coffee runs.”
Stake Supply drops are slated for throughout 2026. Drop 1 is available at stakesupply.com.au.
Credits:
Chief Customer Officer: Bryan Wilmot
Head of Marketing: James Healey
Creative Lead: Leandro CP
Brand Marketing Manager: Chris Sadler
Product Marketing Manager: Andrew Leung
Senior Brand Designer and Photographer: Abbey Brown
Motion Designer and Videographer: Michael Craft
Content Creator: Jessica O’Reilly
Senior Manager: India Jennings
