British label Fred Perry will open its first Laurel Wreath store in Melbourne's Little Collins Street today.
The flagship site has been designed to complement the brand's contemporary youth positioning, with a stripped back and minimalist aesthetic.
The industrial space features black timber flooring, earth green painted walls, soft black linen curtaining, polished brass and iron fittings, as well as exposed worn timber and classic tan leather belt accents.
The space is finished with antique leather furnishings.
Established in 1952, Fred Perry began life as a sportswear brand before crossing over to street in the late 1950s.
The brand's premium Laurel Wreath Collection references this streetwear heritage with classic urban styles in modern silhouettes.
Boutique owner Melissa Prime said the new store, located at 190 Little Collins Street, is suited to the local market.
"It was natural that the first Laurel Wreath shop should open in Melbourne - where else but the vibrant, cultural Little Collins Street."
FRED PERRY: Laurel Wreath line.
