MELBOURNE: Emerging label Since Grey has opened a store in the arts and fashion hub of Gertrude Street, Fitzroy.
Designer Nadiele Kolb said the store was her first solo retail venture, having previously been based at historic CBD landmark, the Nicholas Building.
Formerly an art gallery, the new store incorporated Kolb’s studio and a seamstress’s workroom, while its corner location at 122 Gertrude Street would prove eye catching to passing foot traffic.
Kolb had teamed up with Melbourne sculptor and designer Alex Sanson to create an interior that would reflect the aesthetic of her womenswear collection, she said.
"Alex and I retained the gallery’s minimalism - the store is all white, with concrete flooring - but added curves that are echoed in features such as his sculptured metal racks."
The Since Grey range – featuring imported natural fabrications, Japanese fine pleating and Kolb's own hand screen-printing – would be complemented by one-off pieces designed exclusively for Since Grey by local jewellery designer Jasmine O'Hara.
Over the coming months the store would present a series of events including exhibitions and installations, the first of which would be an installation by Jonothan Chong titled 'Urban Utopia', presented as part of the Gertrude Street digital media festival from June 20 to 27.