Is the sweatshirt the most underrated item of clothing? The guys from new Melbourne label GOOD CMPNY think so.

“Everyone has a favourite sweatshirt that they take for granted,” says James Hill, GOOD CMPNY’s co-founder. “You might still have your dad’s old sweatshirt, or the one you borrowed at a house party. It’s underappreciated.”

Hill, along with Luke Henley, launched a line of sweatshirts to fill a gap in their wardrobe. Their target is anyone who loves Maison Kitsune and Acne sweaters, but who doesn’t want to drop $200-plus on a cotton, slouchy staple.

GOOD CMPNY’s unisex version is made from French Terry cotton and retails for $110 each. “A good sweatshirt is a bit like your favourite pair of denim jeans,” Hill says. “You can wear it across different occasions. Both Luke and myself wear them every day from work to the gym, so we thought why can’t we create something good quality at an accessible price point?”

Outside of GOOD CMPNY, Hill and Henley work full time at their design firm, Wildhen, doing branding for Melbourne businesses such as Mammoth, Yoga 213, Fonda and Combi.

On Friday September 9, Hill and Henley will launch a three-day GOOD CMPNY pop-up shop at 190 High Street, Prahran. As well as its signature sweaters, it will sell a range of new hats, too. There’ll be an in-store DJ, greenery provided by We Plants and a new mural in the adjoining courtyard by artists Kid Silk and Putos. Also, if you check in or post on social media after a purchase, you’ll get a free coffee next door at Ezy Pzy.

The GOOD CMPNY TO GO pop-up shop will be open Friday September 9 to Sunday September 11 from 11am–4pm at 190 High Street, Prahran.

goodcmpny.com