The new búl shop continues the laid back feel of the Curtin House original, filled with wood from floor to ceiling. The space managed to squeeze a beach shack inside the shop complete with a timber deck in the front windows and an accessory area that feels like the kitchen in the holiday house you wish you had. It brings a beachy vibe to urban Brunswick Street in a way that shouldn’t work, but definitely does. You can’t help but feel relaxed just by walking inside.

The new shop provides the perfect platform for the launch of the autumn/winter 2011 collection. Designer Virginia Martin has a resume to swoon over, having worked in New York with fashion superstars Cynthia Rowley and Proenza Schouler, and in California with lifestyle brand Trovata. She has managed to bring a Californian feel to her line, but with a Melbourne edge. Floaty blouses and dresses are accompanied by chunky knits and one of the more wearable leather dresses we’ve seen. For boys the look is similarly simple, made up of cardigans and shirts, cosy jumpers and denim. Accessories are also impressive, with a small but well-designed selection of leather shoes and bags.

In just a few short years búl has filled a niche in Melbourne for easy, well-designed basics at a decent price that are likely to have a special place in our wardrobes for seasons to come.

241 Brunswick Street, Fitzroy
(03) 9419 4820