This is a very simple, very understated menswear store on Brunswick Street, Fitzroy, with a name of equal understatement.

The cool thing here is that it’s actually a store split between two local labels, Who Am Eye and Malmo. The former are responsible for a Melbourne take on Euro underground style with darkly draped, loose-cut silhouettes; think long t-shirts and skinny as they come jeans. Great if you can pull it off. The latter – named in honour of designer Fredrik Jonsson’s (ex Hem and Haw) Swedish hometown of Malmo – predominantly works in a monochromatic palette and gives us well-priced suits, shirts and denim fit for any wardrobe.

There are bigger plans for the premises in the future but even now Jonsson’ Swedish aesthetic shines through in touches like polished concrete floors, white walls and carefully selected vintage furniture. It suits both labels and makes for an easy and very pleasant shopping experience.