A coffee with Erin

We’re so excited to hear your story. Tell us, who is Erin? 

I’m a 41-year-old mum of four, a fashion-loving entrepreneur, and the founder and creative director of Deering. I previously co-founded Triangl. 

I love life. I love doing things, building things, creating. I’m very curious and I’m always evolving. I think I’m happiest when I’m in that state. 

Where did you grow up and where do you live now? 

I grew up between Melbourne, Sydney, Brisbane and Adelaide because of my dad’s work, so I moved around a lot. 

Now I’m back in Melbourne, which feels very full circle. It’s home. I feel really at peace here. 

How did founding and building Triangl influence the way you approached creating Deering? 

There are definitely things I carried over. Being really customer-first, understanding the power of social media, and building genuine relationships with your community. 

But I also did a lot differently. Deering started off a bit too heavy structurally, which I’ve since realised and changed. That’s been a big learning. 

I don’t mind that though. I actually think mistakes are where you learn the most. It’s helped me shape the business into something much leaner and more enjoyable to run. 

What led you to focus on sporting wear for Deering? 

Sport is actually quite new for us. Most of our collections before that were more classic ready-to-wear. 

But I’ve always loved a sporty element in how I dress. It leans a bit masculine, a bit oversized, a bit cooler. I love mixing it back with something more elevated. 

Our first sport drop was our strongest, which really confirmed it for me. It just felt right. 

I think there’s a lot of room to do something interesting there, and it’s definitely a direction I want to keep building into. 

How would you describe your brand, Deering, in three words? 

Evolving. Exciting. Joyful. 

What does getting dressed mean to you? 

It honestly sets up my whole day.
I can’t leave the house if I don’t feel good in what I’m wearing. I’ve learnt I have to honour that. Even this morning, I had something else on that looked great, but it didn’t feel right. So I changed. When I feel good, everything flows better. There’s just a different energy to the day. I love it. 

What’s one small daily ritual you can’t live without? 

Lighting incense in the morning. I love when things smell good and it instantly shifts the space. 

I also always make time to look at fashion. Pinterest, runway, what people are wearing. It keeps me feeling creative. 

And I’m constantly checking in with gratitude throughout the day. That’s just second nature to me now. 

If you could spend a day anywhere in the world right now, where would you go and what would you do? 

Somewhere warm and slow. 

Probably the Maldives or Fiji with my husband and our kids. They’d be in kids club for a bit and we’d just be lying in the sun doing nothing. 

I’ve just come off a lot of movement and stimulation, so right now I’m craving calm and time together. 

We can’t let you go without asking our favourite question. How do you take your coffee? 

I actually don’t drink coffee day-to-day anymore. 

I’ll have one occasionally because I love the taste, usually an almond cap. And sometimes, which is a bit rogue, an almond mocha. Otherwise it’s chai or cacao.