Melbourne youth fashion label Elwood will expand tomorrow with a new Melbourne Central store, following on from the success of its Sydney and Chadstone stores.
The brand recently launched a store in Sydney's Bondi Junction Westfield using singer/songwriters Dan Sultan and Alexander Gow to promote its opening to its target youth demographic.
Elwood have successfully utilised the Australian music industry as a platform for marketing their fashions for the past decade.
Managing director and founder of Elwood, Andy Gillott says the partnership between Elwood and emerging Australian artists has been the perfect marriage for promoting the brand's key pieces to its youth market.
“I felt this was a great way to showcase Elwood's passion and support of Australian artists, and celebrate the natural union of jeanswear and music.”
The new Melbourne Central store with reinforce the brand's musical focus, with a concept designed vintage inspired interior integrating musical references.
Gillott said Elwood's concept stores were expected to continue to support the brand in maintaining its bricks and mortar shoppers, by offering a point of difference and a unique shopping experience.
“We want our customers to escape to a place of fun and freedom.”
The brand will release its new Summer collection: “Bright Lights, Long Nights” in line with tomorrow's store opening.