For Denis Leadbeater and Julian Johnson, co-founders of men’s streetwear label FLUX, the opening of their first flagship store in Collingwood is a chapter more than a decade in the making.

“Our studio has sat above the bookstore that was there for over 10 years,” says Leadbeater. “When it finally closed up earlier this year we had to step up.”

The two former graphic designers (who met through Melbourne’s punk scene in the ’80s) launched the label in 1999 with a range of hand-printed tees sold in a handful of boutique stores in Melbourne. The label eventually moved online and quickly expanded to include a range of easy-wearing staples, such as chinos, knitwear, shirting and its signature crinkle-effect skinny denim. It’s all made locally at workshops based in Abbotsford and Preston.

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Sixteen years on, the brand has evolved into a more considered line of clothing, reflecting not only the design duo’s own maturation, but the desire to create clothes of a more timeless quality.

“We are older and wiser, the brand has become less fashion focused and more classic over the years. We now produce garments that have longevity and are made to last.”

The new Smith Street space will house the latest in FLUX threads such as knitwear, chinos, outerwear and tees, plus a thoughtful array of local and international brands. Eyewear from Danish label Han Kjøbenhavn; pocket knives from Buck Knives and handmade leather goods from US label Corter are just some of the things you never knew you needed, but you’ll quickly want.

100 Smith Street Collingwood
(03) 9415 1525

Mon to Wed 11am–6pm
Thurs & Fri 10am–7pm
Sat 10am–6pm
Sun 12pm–5pm