Designers Sinead Hargreaves and Andria Kiefer launched their fashion label, Limb the Label, in September last year. They were working in a dark, cramped studio, and they knew something had to change.

“Our old studio just wasn’t professional enough – it didn’t even have a window to see the outside world,” Kiefer says.

One year later, the duo has opened their first store in Fitzroy. The new space could not be more different from the old. The store is located in a north-facing, corner block with floor-to-ceiling windows spanning two walls. The room is small but airy, with a high ceiling, polished concrete floor and plenty of natural light.

The laid-back and gregarious pair opened the Johnston Street store in October. It already feels lived-in and comfortable in the best kind of way.

Kiefer says they wanted a space that would allow them to show their designs in their own curated environment, so as to give a sense of the collection as a whole.

Pieces from Limb’s SS16/17 collection hang on four racks around the room, with subtle pops of pastel-blue and blush. There are loose-fitting wrap-dresses, summer tops and floaty shirts in black, white and cream, and a statement print in blue and blush on white.

Get our pick of the best news, features and events delivered twice a week

The understated collection is in keeping with the label’s timeless, relaxed aesthetic, and builds on previous collections with a similar palette and familiar yet more developed silhouettes.

Jewellery and watches by Newend, Ada Hodgson and Mavro sit in glass cabinets atop wooden blocks, and footwear and bags are displayed around the room.

Limb stocks leather goods by St Agni; shoes by Post Sole Studio; and lingerie by Ken the Label. There are ceramics for sale from Dot & co. and Bettina Willner-Browne, as well as Caroline Walls prints in timber-frames on the walls.

Hargreaves says opening the store has given them a new sense of freedom.

“Now we’re thinking about changing the structure of our business and doing smaller runs more consistently instead of conforming to the pressures of the industry and doing two big drops each year, which will exhaust us physically and financially.

“More frequent runs also means giving our customers more new things to see when they come into the store.”

82 Johnston Street, Fitzroy

Tue to Sat 11am–6pm
Sun 11am–5pm