Limited edition apparel will be available at Australia's first specialty Converse store which opens today.
Ragtrader magazine broke news of the impending launch earlier this year - now fresh details and images have been released on the new concept site.
The Converse Melbourne shop will offer the most diverse assortment of Converse footwear in the country and it opens just a year after the company launched its first ever US specialty retail store in Boston, Massachusetts.
There will also be a new line of men’s and women’s apparel including a range of graphic T-shirts, denim and outerwear as well as accessories.
Melbourne exclusive footwear and apparel merchandise will be sold at the store, including limited edition 'I Star Chevron Melbourne' T-shirts.
Converse director of marketing in Asia Pacific and China, Ian Stewart, said the store offers a different kind of environment which will allow visitors to immerse themselves in a 'unique Converse experience'.
“The varied product assortment will delight consumers looking for new and exclusive ways to engage with our brand,” Stewart said.
The store has a distinct sports and rock 'n' roll heritage themed design and features several bespoke, locally inspired and reclaimed vintage design elements.
Tying back to the brand’s 103-year-old American heritage, a 3.2metre by 5.2 metre American flag made from 272 pairs of red, white and blue Chuck Taylor All Star shoes, will welcome visitors and can be seen through the store's front window.
Subway tiled walls throughout the space pay homage to the inner city's underground railway, creating a backdrop for the new denim collection, which features 17 styles for women and men.
The new store will offer the most diverse assortment of Converse footwear in Australia, showcasing the breadth of the brand’s collections including Chuck Taylor All Star, Jack Purcell, Basketball, Skateboarding and Converse by John Varvatos, as well as other premium footwear collaborations.
Converse’s Melbourne presence will be amplified through its Melbourne 'Connectivity' brand campaign celebrating the local youth community.
For the Melbourne part of the campaign more than 500 creative individuals were shot in Converse’s Connectivity chain, celebrating the local Melbourne area and the talent that resides there. The artistic showcase will be featured in print, on billboards throughout Melbourne and online.
Converse Melbourne Specialty Store: The Corner, Melbourne Central, Swanston and Latrobe Streets, Melbourne, VIC, 3000
Check out the store photos below: