In 2013, vintage-inspired denim label Rolla’s was founded by the Threebyone Group, a global (but Melbourne-based) company that also owns Neuw and Abrand.

Nine years on, the first – and much anticipated – Rolla’s flagship store has materialised behind a baby-blue facade on Brunswick Street in Fitzroy, signalling an exciting new chapter for the label.

“I’m excited about Rolla’s coming of age,” says Threebyone Group CEO Stephen Little. “The new concept store allows us to present and express the brand to our customers through a physical space, and marks an important step in the growth of the brand.”

Save 20% when you buy two or more Broadsheet books. Order now to make sure they arrive in time for Christmas.


In the past decade, Rolla’s has transformed from a humble local label to gain global recognition, including through collabs with American models Sofia Richie and Devon Carlson. And it plans to open more stores across Australia (and the US) down the track, giving customers the opportunity to test a range of styles in person – the ideal way to shop denim.

At the debut store, you’ll find the full women’s denim and apparel collection, with a curated offering of men’s styles. Expect everything from the popular corduroy to old-school blue denim, as well as nostalgic high-rise sailor pants and flattering flares.

To help bring its fit-out vision to life, Rolla’s enlisted Collingwood-based practice IF Architecture (Etta, Marion, Attica, Cutler & Co). Taking cues from the brand’s effortlessly sexy DNA, the firm designed curved arches (mimicking a Palm Springs villa), polished concrete and natural wooden finishes to create a suave shopping experience.

235 Brunswick Street, Fitzroy

Daily 11am–6pm