Australia’s luxury multi-brand retailer The New Trend (TNT) has just signed a residency deal with Los Angeles-born Citizens of Humanity Group, to bring a House of Denim concept to High Street, Armadale.
The six-month residency will include both Citizens of Humanity and its separate Agolde brand, with the space managed by The New Trend. It is planned to evolve with curated brand moments, exclusive launches, and seasonal experiences, intended to give customers new reasons to return and discover the brands over time.
The space will also offer an exclusive preview of The New Trend’s future menswear direction, expanding from the online retailer’s core women’s ranges.
“House of Denim is a natural extension of our longstanding partnership with Citizens of Humanity and Agolde,” TNT co-founder and brand director Vanessa Spencer said.
“We’ve always believed the best retail experiences come from giving great brands the space to tell their story, and this residency allows us to do exactly that. It’s an opportunity to create a dedicated destination for premium denim and contemporary dressing, while giving our customers something new to discover over the next six months.”
Citizens of Humanity creative director Marianne McDonald said the launch comes after she visited Australia last year to partner with TNT to introduce its bio-based indigo styles.
“The New Trend shares our belief that great retail is about more than product – it’s about creating meaningful experiences and building community,” McDonald said.
“This residency allows us to showcase the full expression of our brands, from our newest collections and iconic denim fits to seasonal ready-to-wear and our growing men’s business. It’s also an important milestone as we continue investing in the Australian market.”
House of Denim will be unveiled at an intimate industry launch event on Thursday, August 13, marking the beginning of the six-month residency.
The residency will officially open to the public on Saturday, August 15, with further curated programming and exclusive experiences to unfold throughout.