Spread across 430 square metres of American oak flooring and Italian marble tiles, Masons is one part clothing showroom, another part lounge bar.
Masons, a new luxury clothing destination on Flinders Lane, is led by owner Marco Siracusa, who for 25 years was the menswear buyer and retail manager at Harrolds. “I think there is a vibrant and growing menswear market in Melbourne,” Siracusa says. “That’s where I specialise and why Masons was born.”
While luxury menswear is often pigeonholed as being the domain of older men, Siracusa thinks the Masons customer is potentially as young as 18. “He is someone who will grow and move through the business,” Siracusa says. “He finishes uni, starts his career. He can shop here throughout his whole career.”
There’s definitely a market for younger, moneyed-up clients in Melbourne, and the Masons buying team, headed by Wendy Jiang, is tuning in to what they’re after. The front of the store comprises the streetwear section, with emerging and sought-after brands such as OAMC, Undercover, and Alyx. Junya Watanabe is slated to arrive in the upcoming months. “We try to bring in brands that are a bit more boutique-y,” Siracusa says. “They’re cool brands that are still growing.”
Suspended racks hang in the middle of the store with modern menswear brands including Marni, Lanvin, Vivienne Westwood, and Slowear – it’s a bit like visiting a shop within a shop. Siracusa brings in full collections rather than select items, meaning customers can opt for both runway pieces and more commercial looks. (For the record, he says the runway pieces tend to sell faster than the basics).
Older customers are not forgotten. At the back of the store is Masons’ dedicated sartorial space. Here on teal carpets, surrounded by wooden panels, is where the intricacies of bespoke suiting take place. And if you want a whisky or a coffee while you’re at it? There’s a bar on hand to make it happen.