melbourne: handsom flagship store opening

© handsom - from sydney to melbourne

it's as if melbourne is living a golden age of retail. one of a flurry of establishments to arrive onto the scene is the flagship store of handsom, a fashion brand that was founded in sydney by sam rush and henry allum and relocated here last year. located in fitzroy, an area with a considerable coolness factor, the store features a minimalist interior design that's similar to the brand's aesthetics. the retail space is a white-washed oasis with high ceilings, industrial lighting, polished concrete floors and white subway tiles, and has the vibe of an old-school gymnasium. a vintage gymnastics pommel horse reinforces that very concept yet it's all softened by an abundance of greenery atop shelves and suspended from the ceiling in macramé plant hangers, hand-made by local designer sarah parkes. the handsom logo, a winged penny farthing bicycle, is illuminated on the exposed brick wall in the form of a giant neon sign, casting a magenta glow across the store. the handsom flagship carries the brand's full men's and women's collections, mixing current season styles with past season favourites, as well as limited edition styles exclusive to the store. wondering where those stairs lead to? the handsom design studio. location: 163 gertrude street [fitzroy].

© handsom - inside handsom's new flagship