Boasting a carefully curated edit of high and low labels, Incu has established itself as a go-to destination for men and women who want more than the average retail experience. It’s with this vision front and centre that Incu opens a second Melbourne men’s store this week, on the eve of their 10th birthday celebrations.

Where the Flinders Lane location offers a more directional, high-end focus, the new QV store preaches to a wider audience of men who are keen on fashion but not entirely hooked on its complexities. As such, the range features Incu’s most popular men’s offerings, from A.P.C. to Norse Projects and their designed-by label Weathered. It’s Incu for the everyman, stylish as he may be.

The store itself flanks QV’s narrow lane, directly across from the Incu women’s store. It’s a power combination that has already been tried and tested with Incu’s back-to-back stores in Sydney’s The Galeries precinct. But rather than this being an intimidating combination, the store itself is just as welcoming as its neighbour, with an emphasis on pale timber furniture, warm light and merchandising that leaves space to breathe.

Brothers and Incu co-owners Brian and Vincent Wu are self-confessed Mad Men tragics, working with Akin Creative to fit out the store in line with industrial designer Dieter Rams’ work from that era.

The new store is a triumph for Incu on an anniversary that already speaks loudly for its Australian success. We look forward to the next move.

QV, Corner of Russel and Lonsdale Streets, Melbourne

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