these days, it's all about style and aesthetics, even when you're breaking sweat. running parallel to that notion, is the ongoing trend that blurs the lines between sportswear and leisurewear, influencing the dress codes and silhouettes of a growing demographic of urban dwellers across the globe. brett webster, simon cozens and jon weller are the three savvy entrepreneurs behind the practical man, an online retail business which anticipates this trend with smart and versatile offerings that look good on any occasion. the trio have a combined background in fitness, fashion wholesale, business development, and technology, and they're now taking their operations to a new level.
the company's first brick and mortar venue has just opened, smack in the middle of melbourne's central business district. the store is set over two floors, and local interior architecture practice tomoya & co. was enlisted to create a matching retail setting. the practical man aims to be a one stop shop for its target demographic, and the chosen look of the store is a seamless extrapolation of its presence online. it's clean, simple, and enables shoppers to easily navigate each section of the store. white is a dominant colour, captured by folded pegboard panels lining the wall, a sales counter and cabinets with a similar aesthetic, and display tables.
both the fluorescent tubes that seem to randomly dangle from the ceiling – but obviously they're not – and the modest splashes of colour, all add a playful element to the understated setting. what's on the shelves of the practical man? the store caters to savvy and fashion-conscious demographic, and as such it stocks a curated range of men's grooming products, activewear, accessories, sneakers and swimwear that can be found in most stores. mind you, both established brands and new labels from across the planet are stocked, resulting in a cool mix of items. currently available are names such as eysom, huez*, reigning champ, the white briefs and brandblack. location: 237-239 flinders lane, shop 4, entrance: off scott alley [cbd].