Converse will launch its first flagship store in Melbourne Central next month, based on a brand new retail concept trialled last year via the first Converse flagship store in Boston, followed by a second in Soho, New York.
The Melbourne boutique will be the third instalment of its kind in the world and will also sell the largest assortment of Converse products in the country, including the debut of Converse’s first exclusive apparel line in Australia.
The initial “Black Canvas” collection, will include men’s and women’s clothing and accessories, with nearly 100 new styles of Converse branded garments across both categories. Menswear will include graphic t-shirts, “rock ‘n’ roll” flavoured print tees, polos, and hoodies along with woven check shirts, mid weight jackets and denim jeans. Womenswear will range from tees to tanks and tunics, as well as woven shirts and shorts, jackets, sweaters, hoodies and denim bottoms.
Converse Australia distributor and licensee confirmed to Ragtrader there would be stockist opportunities for other retailers. Conquest Sports Australia general manager Dean Templeton said while “Black Canvas” will be sold exclusively via the flagship store, Converse will eventually look to offer the new apparel line to selected stores on a wholesale basis.
Templeton said the apparel line will complement the breadth of the brand’s current collections including Chuck Taylor All Star, Jack Purcell, Star Chevron, Skateboarding and Converse by John Varvatos, and strengthen the brand image as a whole.
“The Converse brand and its products have never been so diverse and specialty retail provides the opportunity to bring all the things we do and make under one roof in a authentic Converse way,” he said.
“The store’s design features also speak directly to Converse’s distinct sport and rock ‘n roll heritage. The 170 square metre single floor retail space utilises several bespoke and reclaimed design elements to create a vintage inspired feel with a nod to the brands American heritage. Taking centre stage of the space is a 40-foot wall featuring an expansive Chuck Taylor All Star footwear collection, and white tiled walls throughout the space pay homage to the inner city underground railways.”
Daniela Aroche