The Adelaide-designed and made silk loungewear label Öösel has built a following through its online store, which launched in 2018. When an opportunity came up to open a bricks-and-mortar store – and introduce the brand to new customers – founder Lauren Puvi seized it.
“For the product to be seen and felt is an advantage,” Puvi tells Broadsheet. A physical outlet is also a way to “receive feedback from customers, which you don’t get online … it’s been received really well, people are surprised by the quality.”
The temporary space opened in December – aided by Renew Adelaide – in the former Uggs & Kisses site on Ebenezer Place. The strip, with its complementary mix of coffee shops, boutiques, bars and eateries, has a “community feel”, says Puvi, and she wanted to retain that vibe in-store. “I wanted to create a place that felt homely with calming energy.”
She pared the space down with white walls and natural timber detailing, allowing the bright, beautiful clothes – arranged by colour and print – to take centre stage. Art-deco-style glassware by Jam Factory artist Drew Spangenberg lines a central table, complementing the vintage-style loungewear.
Öösel garments evoke elegance and sophistication, and while they’re designed to be worn as sleepwear, they’re equally appropriate out of the house. “The idea is that pieces can be worn to bed or styled with a pair of jeans or a really nice black top. [You could wear] knits over the slip dresses, too,” Puvi told Broadsheet last year.
The six classic styles include camis, long slips and double-breasted robes (inspired by ’30s-era jackets and men’s pinstripe suits), which are all updated with a changing colour palette in each collection.