It’s little wonder why owners of The Standard Store, husband and wife Orlando and Nicola Reindorf, have chosen Gertrude Street as the location for their first Melbourne branch. The leafy streets and village-feel of the stylish retail strip is a lot like The Standard Store’s first home on Crown Street in Surry Hills, Sydney.

After opening just a few days ago, the Melbourne store’s shopkeeper Jen Booth (whose jewellery line also features in the store) has already seen fans of the Sydney store come in to check out the understated collection. The Standard Store staples such as Armor Lux Breton striped T-shirts, wardrobe basics from London label You Must Create (YMC) and laid-back menswear pieces by Saturdays Surf NYC are all there, but there are plenty of little surprises worth checking out too.

For example, a range of embroidered pins by Bijoux Brodés will look just as good on the lapel of a blazer or a blouse, and socks by Danish designer Henrik Vibskov will add a punch of colour to cold ankles over the winter months.

The store fit-out was designed by Tim Magdalino in collaboration with custom furniture designer and builder Gordon Johnson. The cosy new store features Johnson’s custom-built copper railings used as racks throughout the shop as well as dark wood counter tops. Planning the fit-out, the Reindorfs envisioned the Melbourne store as a “sexy redhead”, a little different to the Sydney store’s “sassy blonde” persona.

“It’s still early days, so the Melbourne store has quite similar stock to the Sydney store,” Nicola says. “But we’re already seeing that Melbourne customers are responding really well to the new store and we’re excited to be the first to introduce some great labels to Melbourne.”

As self-confessed Francophiles, the Reindorfs admit they have a soft spot for European brands, many of which have not received much exposure in Australia and with which the Reindorfs have built relationships through the pair’s wholesale fashion distribution business, Flying Standard. One label in this network that has garnered The Standard Store a loyal following is Sessùn, a French label by designer Emma François that has achieved cult status for its chic, smart-casual collections.

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“I think labels like Sessùn, Armor Lux and Sunspel represent our own personal approach to clothing,” Nicola Reindorf explains. “We love classic, timeless pieces that don’t date and are made with amazing quality.”

The Standard Store
159 Gertrude Street, Fitzroy
(03) 9417 5150

Mon to Thurs 10–6pm
Fri 10–7pm
Sat 10–6pm
Sun 11–5pm