Defying the Critics: How Two Melbourne Brothers Built a Multi-Million Dollar Necktie Empire

By Lauren Sams
Fin editor, deputy editor AFR Magazine and fashion editor

For years, the fashion industry has whispered—and occasionally shouted—that the necktie is a relic of a bygone era. As casual dress codes continue to permeate the workplace and the “death of formalwear” remains a frequent headline, many investors and retail analysts have written off the accessory as obsolete.

However, Melbourne-based brothers Shaheen and Fameez Haroon have spent the better part of a decade proving the skeptics wrong. By ignoring the narrative of the dying accessory and doubling down on their craft, the siblings have successfully built their menswear brand, OTAA, into a powerhouse, generating millions of dollars in sales.

A Side Hustle Turned Staple

The journey began in 2011, when Shaheen, then working as an engineer, launched OTAA alongside his brother Fameez. What started as a modest side hustle has since evolved into a formidable e-commerce enterprise.

“We always hear, ‘Who wears ties any more?’” Shaheen says, noting the persistent skepticism they have faced since the brand’s inception. “People are constantly asking us, ‘Aren’t ties dead?’ We don’t think that’s true at all. The reality is that personal style is evolving, not disappearing.”

While fashion pundits have long predicted the end of formal neckwear, the Haroon brothers have found a loyal customer base that values the tradition, polish, and intentionality that a tie brings to an outfit. Their success underscores a disconnect between the “death of formalwear” narrative and the reality of the retail market, where a well-executed niche brand can thrive by catering to those who still find power in a sharp silhouette.

The Power of Persistence

The brothers’ refusal to pivot away from their core product has become their greatest strength. By focusing on quality, design, and direct-to-consumer accessibility, they have navigated a volatile retail climate that has shuttered many larger, more traditional menswear outlets.

As the industry continues to debate the relevance of formal fashion, the Haroons’ multi-million dollar success serves as a potent reminder that in the world of fashion, the reports of a trend’s death are often greatly exaggerated. For OTAA, the knot is here to stay—and business has never looked better.