In February, Assembly opened its second store in Melbourne in six months – this time in the heart of Fitzroy. In the heritage-listed building, the new Assembly store retains its coastal roots, with a whitewashed space, plenty of natural light, and photos of crashing waves on the walls.

The Sydney label debuted in Melbourne with an Armadale boutique last year. While the Armadale location aims to capture a customer base of women in their late twenties to mid-fifties, the Fitzroy store will undoubtedly pitch to a younger, more eclectic audience of girls and guys.

Not that Assembly should have too much trouble. Their core range of breezy, sophisticated basics fits into both weekend and daily wardrobes.

The new store carries Assembly’s range of mens and womenswear, along with shoes, accessories, swimwear and a range of sunglasses from designers including Karen Walker.

243 Brunswick Street, Fitzroy

03 9419 5215

Mon-Fri 10am-6pm
Sat 9am-6pm
Sun 10am-5pm