The retail debut of Realism, founded by the same guy who launched Secret Sneaker Store, reportedly saw more than 3,000 followers descend on Melbourne Central where the store launched according to centre officials and the brand itself.
Realism was launched by Edwin Low, with his maiden retail business Secret Sneaker boasting four stores – three in Melbourne and one in Sydney.
The new brand was initially rolled out through his main business, and has since gained a cult following, with dedicated customers queuing overnight to be among the first inside its new store.
Realism has a heavy focus on hoodies, which appears to be a central focus for a lot of Gen Z and Gen Alpha brands and retailers, especially those in the streetwear space.
The new store is situated on Level 2 at Melbourne Central, next to the likes of Crocs, Universal Store, Academy Brand and Honey Birdette.
The store has a cave-inspired interior, with textured walls, layered spatial design, a ceiling LED screen and hidden easter eggs that tease upcoming collaborations and rewards those who look closely. According to Realism, the space is designed to be revisited – a concept rooted in the same Disneyland-inspired philosophy of discovery.
Realism head of design and creative director Harry Wallace described the vision, saying it goes further than just texture and feeling.
“It's slick but still immersive, balancing the set up with the mood,” he said. “There's also influence from Walt Disney in how all is revealed through layout design and discovery.
“Like a themed environment, the store is built in layers where each visit offers something new to see."
Andrew Drivas, general manager of Melbourne Central, said the response to Realism’s opening has reinforced what he and his team know to be true about Melbourne Central: “That our customers come for brands that are genuinely ahead of the trends.
“Realism represents exactly the kind of forward-thinking retail we are committed to bringing to the centre, and the turnout on the day speaks for itself,” Drivas said. “This is a brand with real momentum, and we're proud to be part of that story.”
Low said Melbourne Central is where its community moves. “Opening a space here was a natural extension of what Realism stands for – grounded, considered, and connected to the rhythm of the city,” he said. “This is Melbourne, and this is Realism in its element.
“We are excited to connect with fans of our brand and also introduce new people to our streetwear.”