orlando and nicola reindorf have careers well-rooted in the fashion business, respectively working in wholesale and as a stylist. when the husband and wife team relocated to sydney, it was inevitable they'd continue honing their skills in this field. after setting up what is now one of australia's leading fashion wholesale companies, they opened the standard store in sydney's surry hills neighbourbood. stocked with a range of tightly edited men's and women's brands from around the planet, it has become a fav address for those in search of timeless quality pieces. and now, only three years on, the standard store has landed in melbourne. the new shop is situated in fitzroy, an area of town awash with cool establishments in retail and hospitality, and occupies a space which previously was butcher shop and a booksellers.
the interior takes cues from the standard store in sydney and its atmosphere that's so reminiscent of indie boutiques in europe, featuring polished copper clothing rails and fixtures with walnut point of sale and multi-level display table, propped up against a backdrop of printed wallpapers by pottok and polished wooden flooring. a set of vintage pendant lights add up to the store's highly personal vibe. the standard store has carved quite a name for itself carrying a sharp selection of men's and women's apparel, shoes and accessories from across the planet, all picked for their contemporary edge and timeless quality. currently on the shelves is a good mix of brands, including maison kitsuné, perks and mini, carven, henrik vibskov and ami. location: 159 gertrude street [fitzroy].