Local label Easton Pearson has launched a second store in Brisbane today, ahead of its runway showing at the Mercedes-Benz Fashion Festival Brisbane at South Bank.
The pop-up store, located on Winn lane in Fortitude Valley, Brisbane, will complement the label's current Queensland store on James Street, Brisbane but will stock only the brand's diffusion line “EP by Easton Pearson”.
Designers Lydia Pearson and Pamela Easton said the move is a coming of age for Easton Pearson’s “little sister brand”, which was conceived as a response to market demand.
“Our buyers kept telling us that young women are desperate for our clothes but can’t always afford them,” Pearson said. “The case for EP by Easton Pearson was overwhelming.”
Presented as a glass box in one of Brisbane’s funkiest laneways, Pearson and Easton said the stand-alone EP by Easton Pearson’s pop-up store will also create a space where “the brand can express its own spirit and showcase the label’s quirky style”.
“EP by Easton Pearson is a true diffusion line. The clothes have a very distinct attitude, and their own spirit and direction. EP has a younger feel than the Easton Pearson range, and we get to try out new things, and work up ideas that we’ve been percolating for years,” Pearson said.
The designers have also timed the opening to coincide with EP by Easton Pearson’s first trip down the runway at the 2011 Mercedes-Benz Fashion Festival - Brisbane, showcasing the 2011 Cruise collection, with a celebration with friends and guests of the Festival to be held in the store this evening.
Launched in 2009, EP by Easton Pearson has evolved over the past two years into a fresh, funky label that reflects the essence of Easton Pearson with a younger customer in mind. Despite sitting at a slightly lower price point, the EP collections stay true to the bold colours and dynamic prints that Easton Pearson is famous for.