May 6, 2009 Pete Talks

An interview for Swiss men’s newspaper Männerzeitung

How did you get into the Bikini Business?

As a young lad I would play around with my mother’s sewing machine and make little things up from scraps of fabric. When I moved out of home I carried with me an old black Singer sewing machine which I would use to take up jeans and make other general repairs.

In 1981 I went on a beach holiday with my girlfriend Robin who would swim in her knickers because she didn’t like the swimwear available at the time. The general styling was up over the hips and she preferred the low hipster look, similar to today’s fashion. After failing to find something she liked I decided to try to make her a bikini.

After a couple of days and several practice attempts using some scrap fabric, I managed to create a tie up bikini from the remnant fabric of her favourite dark jungle floral dress which had been shortened from a medium length to a mini. It was a lightweight non-stretch fabric and I used red cotton binding for the edges and strings. The bikini was so fine and light it would almost fit into a cigarette packet but on her petite figure it looked like a regular, but slightly brief hipster bikini. She loved it and we had a lot of fun as a result of my efforts.

In the early 90’s having left the music industry I started sewing swimwear again as a hobby, which soon turned into a small business. Several years later the Wicked Weasel label emerged and in 1999 things really started to take off with the launch of the wickedweasel.com website.

Generally speaking, how would you describe your best/favourite customers?

I like to see couples in the shop working out just how much mischief they will be getting up to, probably because it reminds me of the fun days shopping with my naughty girlfriend Michelle. An irate gay hairdresser once called her a ‘wicked weasel’ and it stuck as a nickname. It was fitting to later name my new bikini company after her.

Men who take their girls shopping or take an interest always get my vote. If we want them to look good we should help them. Wicked Weasel shopping is mostly online but we notice that men will often purchase something for a gift and then have to convince their partner to wear it. Fortunately most girls quickly appreciate the benefits of wearing Wicked Weasel and many go on to become dedicated regular customers. So I sincerely appreciate all those pioneering guys who bring their partners into the club.

All of your products are made in Australia whilst the majority of the clothing industry produces in China, India or other newly industrialised countries; coincidence or commitment?

I have considered moving the company offshore primarily to reduce personal and business stress. As a more passionate than rational person it offends me to have to deal with the ever increasing regulation and taxation imposed on business here in Australia. Given the company’s consistent history of staff care I find it particularly offensive that our industrial relations legislation continues to drive wedges between labour and capital.

In the early days, from a corporate governance perspective, I set out to prove that it was possible to run a profitable and ‘socially responsible’ manufacturing business in Australia. Over the years I have come to understand that social policy is not the responsibility of business but positive social outcomes result when business is profitable and can offer workers permanent full time employment and increased real wages as profits are deployed toward increased productivity.

But being profitable does not always mean a business should manufacture where the cheapest labour can be found. My Breitling watch doesn’t tell the time any better than a cheap digital or counterfeit but I happily paid a premium for the Swiss watch ‘story’ and admission to the club. Similarly, Wicked Weasel is a premium label that would not be well served by lowest price mass manufacturing.

Unfortunately the current Australian (Labor) government is hostile toward business and ignorant of the importance of capital formation as the basis of rising living standards. The cost of business compliance is set to rise yet again with the introduction of new green taxes and an adversarial and intrusive industrial relations policy. We may have no choice but to sell up or move out – unless of course we would prefer to be slaves of the state.

To what extent does the government support you (in this)?

There are government handouts available for the clothing and textile industry and indeed any export business but I refuse to accept corporate welfare in any form. If a business cannot survive on its own merits it should not be propped up through the taxing of other businesses. A government serious about assisting business would reduce taxation and regulation in the first instance. Lassez Faire!

Everybody is talking about “change” – what would you change?

The “change” mantra is essentially dishonest politics based on the notion that one political party is significantly better than another and can cure all ills. The truth is that most politicians are in the business of re-election and will do whatever it takes to ensure their continued electoral success. This may or may not involve telling the truth or making objective decisions. The vast majority of politicians are economic illiterates which is very dangerous considering their main business is the re-distribution of productive peoples’ hard earned wealth.

Broadly we need to change the mistaken belief that government is the solution. Nobody can guarantee equality of outcomes and all attempts at such socialism have failed dismally. Self determination and personal responsibility are essential to a satisfying and productive life whereas increasing state welfare, although well meaning, actually damages personal, family and community values essential to a healthy society.

Government should be returned to its correct place as the servant of the people and do no more than provide security, enforce rule of law, maintain property rights and allow for free trade. And just as we separate church and state, we should certainly separate the state from their monopoly in the supply and regulation of money. Years of government induced credit expansion and political manipulation of interest rates has caused the massive problems we are currently facing.

It’s unlikely we will see less state meddling in our lives but perhaps western governments will soon be forced to give up their printing presses as the world financial system, based on an excess of increasingly worthless US government printed paper, grinds to a halt in the very near future.

How do you feel being (almost) the only bloke surrounded by women?

I am hopeless with women on a personal relationship level and remain a bachelor as a result. But working with a mostly female workforce has been rewarding as it has allowed me to enjoy their company without too much personal complexity. Unfortunately it hasn’t helped me to understand them any better and I still seem to suffer nagging, but without the benefits.

What drives you?

The desire to be always building something, making a positive contribution through creativity, innovation and change. Looking at girls in bikinis isn’t bad either.

How do you indulge yourself?

I have lots of Lindt dark chocolate and I know how to use it.