As a bayside dweller, Amy Shaw was constantly travelling to the inner city in search of directional designs. In February 2015, she launched her own store, Frowtribe – a term that refers to the “frow” or “front-row” tribe at runway shows – on Hampton Street.
Collections come straight from the catwalks to her store and into the hands of customers. With experience in the fashion industry, Shaw’s vision is sleek, classical and sophisticated; although not without splashes of fun, too.
Brands include Ellery, with signature sculptural pieces in a black, cream and gold palette; retro denim by Stolen Girlfriends Club; and Shaw’s own label, W by Frowtribe, which offers beautifully tailored shorts, skirts and jackets made from leather and suede. You can also find pieces by Christopher Esber, Jerry Jones and Celeste Tesoriero.
There is also feather-soft lingerie by Lonely and bathers by Fella that go from elegant one pieces to theatrical bandeau bikinis. Accessories include leather bags with chain straps by Deadly Ponies, satchels and belts by Dylan Kain, oversized sunglasses by Céline and Sarina Suriano's ear cuffs and bracelets made from silver, pearls and Swarovski crystals.
Shaw offers personal styling sessions at the store that involve finding out exactly what customers want from their wardrobes, whether it’s a complete overhaul or simply to inject some fresh pieces into their existing ones.
The space itself has a minimal style with wide windows, crisp white walls and a polished concrete floor. Pale oak shop fittings by Christopher Blank, surfboards by Todd Vanneste and artwork by Danny Wooten create a beachy effect. There’s even a “style booth” where customers can make themselves at home, try on clothes and preview incoming collections.