New look for stately brand

SYDNEY: Authentic Sydney shirting company The Shirt Shop is set to boast a new look.

The 35-year-old apparel brand has parted with $40,000 to launch a new-look store which it hopes will attract a new breed of client.

In an attempt to attract a younger customer base, the store has worked with Sydney-based design group Brindabella to update the look of its inner-city store with the new fitout boasting dark wooden shelving, leather ottomans, feature lighting and stainless steel highlights.

Founded by Chris melham in 1972, the Elizabeth Street store was bought by Trevor and Jenny Cohen in March 2007.

Boasting a team of nine employees - including a skilled shirtmaker - the store specialises in selling custom fit and made-to-measure mens and women's business shirts. With a selection of more than 1000 fabrics, retail price points vary between $170 and $235.