Decjuba, Bondi Born, Leo Lin and 20 other Australian fashion brands are now stocked inside a new flagship in SoHo, New York City, launched by local enterprise WeWearAustralian.
Founded in 2020 by Kelly Atkinson and Richard Poulson of Showroom-X, WeWearAustralian began as a grassroots initiative uniting more than 350 Australian brands and has since evolved into a global retail and e-commerce platform championing Australian design on an international stage.
Alongside the launch of its first-ever global flagship, the enterprise has also launched a US-dedicated website that also stocks a curated range of Australian fashion.
The 5,000-square-foot (~464sqm) SoHo flagship offers American customers localised access to established and emerging Australian designers in USD.
Operating on a curated concession model, the space will host up to 35 Australian brands at any one time across fashion, accessories, beauty, art and interiors. The initial labels joining the line-up include Akubra, Antico Home, Atoir, Bared Footwear, Bondi Born, Decjuba, ESSE Studios, Hansen and Gretel, Ilio Nema, Jasmine Alexa, Joaen, Kate and Kole, KAVARI, LEO LIN, Lee Mathews, Matin, Oh So Troppy, Palm Noosa, Palma Martin, Silk Laundry, Viktoria and Woods, Yaneth and Zandra Stone.
While the physical store features an expanded edit, in-store exclusives and experiential installations, the WeWearAustralian website shares an extended range of Australian labels.
“Our vision is to create a permanent and scalable pathway for Australian designers to succeed in the United States,” Richard Poulson said.
“By launching both a flagship retail destination and a U.S.-focused e-commerce platform simultaneously, brands can build awareness, access data, and grow sustainably in one of the world’s most competitive fashion markets without the operational burden of a standalone launch.”
The store is located on Mercer Street in SoHo, home to a vast range of high-end designer fashion labels, including the likes of Ganni, Rag & Bone, Khaite and A.P.C. Additional store locations across the United States planned in key markets including the Upper East Side, Palm Beach and Dallas over the next five years.
Natural materials including stone, cork, timber and linen are paired with a warm palette colourway inspired by the Australian landscape across the store. The space also integrates artworks from Australian artists and creatives including Tom Butterworth, Henryk, Amelia Axton and Tan Arlidge, alongside curated interiors from Ellison Studios and Antico Home.
The permanent flagship follows two New York activations in 2025 by WeWearAustralia that generated nearly AU$1 million in combined retail and wholesale revenue across six days, demonstrating strong U.S. demand for Australian fashion and design. During the same period, U.S. website traffic rose 149 per cent year-over-year.
WeWearAustralian September NYFW 2025 trunk show, and their February 2025 event has earned industry recognition, including finalist status in Ragtrader’s Australian Fashion Industry Awards 2025 for Best Marketing Campaign and the Game Changer Award, with Atkinson also being named one of Ragtrader’s Top 15 Marketing gurus in Australia in 2025.