Cult Sydney-born fashion retailer Incu first opened in Melbourne in 2009. But you can now find it here in three spots – including a shiny, new location at Chadstone, which opened on the first weekend of April to a line that had been forming since 6am.
It’s the largest location to date – an amalgamation of Incu’s existing stores within the shopping centre. “[We] felt like the space we had didn’t fully encapsulate the Incu experience because of size limitations,” says co-founder Vincent Wu. “By increasing the space, and bringing both men’s and women’s back together, it really gave us the freedom we needed to bring the concept store to life.”
Find the massive new store on the centre’s ground floor, with a striking design by Akin Atelier, a long-time Incu collaborator. The sleek, open-plan space feels true to the brand, with subtle pops of colour and terrazzo-look finishes (including a bold facade).
Expect a carefully curated selection of luxe international and local labels – such as Jacquemus, Acne Studios, Ami Paris, Coperni, Bassike, Baserange – and Incu’s own house-branded collection. You can also shop a dedicated homeware section filled with lifestyle brands like Marloe Marloe, Face Vessel, Maison Balzac, APC and more.
Plus, one of Incu’s major partners, Rag & Bone, will be hosting a pop-up, New York-style “newsstand” at the store in May. Until then, an eye-catching installation by Melbourne-based floral artist Hattie Molloy will occupy the front window.
Incu was founded in 2002 by twin brothers Brian and Vincent Wu, who wanted to bring their knowledge of the Hong Kong retail and fashion scene to Australia. They’ve now built a loyal online following, plus 13 stores across Sydney, Melbourne and the Gold Coast.
Mon to Wed 9am–5.30pm
Thu & Fri 9am–9pm