ustralian-bred fashion label Handsom is the brainchild of British expats Sam Rush and Henry Allum. After four years in Sydney the couple (in life and career) decided to make 2012 the year they moved to Melbourne, and the launch of the first Handsom store makes their arrival official.

While Rush claims that the initial plan was to “work towards a store in a year or so”, the newly renovated Gertrude Street site was too good to refuse. “We decided to bring our lives up to speed,” says Rush.

Like their clothing, the pair’s clean, minimalist approach to design has clearly weaved its way into the old-school gymnasium look and feel of the store. Australia made navy swan-caps sit atop the glossy, white hand-made tiles and a pommel horse stands tall in the centre of the room.

As Fitzroy residents, choosing a location was a no-brainer for the designers. “We know this area and we like this area so therefore we wanted to have our place of work here,” says Rush. The new store will sell exclusive and new season stock as well as staple items.

Next time you’re walking down Gertrude Street, look for the window that says Handsom in 12-carat gold leaf signage – “a dying art,” says Allum – and don’t be surprised if the neon pink glow of Handsom’s penny farthing logo steers your feet in the direction of your eyes.

The Handsom store launch is on October 18 from 6pm. The store officially opens to the public on October 20.

Handsom
163 Gertrude Street, Fitzroy
(03) 9078 7306

Hours
Mon-Sat 10am-6pm
Sun 12pm-4pm

handsom.com.au