To mark 10 years of Worktones, we’re having a decade-themed conversation with some of our clients - the fellow business owners and leaders who have shaped, inspired and grown alongside us over the years.
This edition features the Brand Director of Felons Brewing Co and longtime collaborator with Worktones, Dean Romeo.
Dean has been in his role with Felons since the beginning, when they first opened at Brisbane’s Howard Smith Wharves in 2018. Felons growth over the years has been exponential, marked this year with the opening of their Manly brewery and their next-door restaurant, Felons Seafood. Through it all, Worktones has had the pleasure of producing uniforms and merch for the brand, working closely with Dean to make pieces that staff and customers alike love to represent.
Firstly, hello and thank you for helping us celebrate Worktones turning 10.
Dean: Worktones rules! It is my pleasure to be involved in the Worktones 10 years. Never have I ever worked with a collection of people who are cool as cucumbers and fun as silly socks.
We often mark life by the crossing of decades. What's your favourite part about the decade you're in?
Dean: Would have to be spending more time in Brisbane and Sydney and creating some special connections.
What’s something you know now that you wish you knew 10 years ago?
Dean: It's an interesting thought and a tricky one. A lot happens in 10 years.
Perspective is a fascinating thing.
As you grow older you seem to have a clearer view of things because of all the experiences, connections, influences you've collected along the way.
Without going too philosophical, I think today-Dean would say to 10-years-previous-Dean, "stay tuned into the vibrations."
Too deep? Nah never.
We're throwing a Worktones 10th birthday party, what did you do for your own 10th birthday?
Dean: Who doesn't love a McDonald's birthday party? Ice cream cake. The Golden Arches. The ball pit. Your mates all jacked up on sugar. Lolly bags organised by mum. Mint.
Growing a business is an enormous learning curve. What seemed like a huge business challenge 10 years ago that makes you shake your head now?
Dean: I recall spending weeks on our first-ever beer merchandise proposal and our first run of copy on our beer packaging. I ended up spending so much time on both and then throwing the whole thing in the bin and starting fresh the next day and doing both in a couple of hours.
I think the idea of perfection can often take a wrong turn and lead to trouble if you aren't careful. These days I try to keep the mind pretty clear so that I can look down the barrel of decisions and remain calm. I think there is a lot to be said about exercising boundaries and keeping emotions in check with biz.
Also, for me, the constant reminder of there being an icy cold beer at the end of the rainbow is pretty nice. That always makes me smile and reminds me why I do what I do.
At the age of 10, what did you want to do as a career? Any through-lines with what you do now?
Dean: oh my god - yes. When I was 10 I wanted to create stuff. Specifically wanted to be a writer and to produce and direct movies.
It's so funny because in my own way I've arrived there through being a brand director for Felons. I always have a cheeky grin when I'm on set of a photoshoot/a vid shoot or writing some copy for a new beer release.
Creating is momentum and momentum is happiness.
Think Felons 10 years from now, what do you see?
Dean: I see many happy people, pouring many icy cold Felons pints. :)
