MELBOURNE:'Elegantly wasted' menswear label Jack London has announced the opening of its first shop.
The store, located at 301 Swanston Street, Melbourne, and set to officially launch on May 1, would showcase the Jack London brand in its entirety; including slim fitting suits and shirts, superfine jersey T-shirts, light knits, drainpipe jeans and winklepicker boots, a spokesperson for the brand said.
Created in collaboration with Melbourne clothing company Factory X, Jack London was designed by Karl Bartl for the 16 to 30 year old male market.
Bartl – an indie rocker whose music career includes playing for bands such as The Morning After Girls and Riff Random – designed the range to straddle the indie rock world and the more formal menswear arena, resulting in men's staples shot through with the "wayward, youthful swagger" of Rock 'n' Roll culture since the sixties.
Bartl's own rationale for the brand was simple; "I started designing my own clothes 'cause I wanted to look cool."
As well as retailing through its new store, Jack London also wholesaled to selected stockists across Australia including Melbourne boutique Hoss, Adelaide boutique Youthworks, Perth boutique Subway DC and Brisbane boutiques Lucid Laundry and Violent Green.