Someday Store in Curtin House has been made over to become Melbourne’s first P.A.M. (Perks And Mini) store – a move long overdue for fans of the unconventional fashion label.
Designers Misha Hollenbach and Shauna Toohey are a homegrown success story. For 14 years, they’ve built the P.A.M. design universe, collaborated with the likes of Carhartt and Nike, courted controversy with their exhibition at Melbourne Now in 2014, and had their designs purchased by the Tate Modern.
It is the duo’s off-kilter approach to streetwear that has earned it a small yet rabid following here and overseas. There’s something instantly recognisable about a P.A.M. jogger pant (which they manage to reinvent each season) or a graphic P.A.M. print.
The couple has been operating Someday Store for a decade – stocking international brands with similar design sensibilities to its own (Bernhard Willhelm, Visvim and Undercover to name a few) – but only now have Hollenbach and Toohey found the footing to launch a dedicated P.A.M. space.
The new store puts current season men’s and women’s P.A.M. front and centre. Hollenbach refurbished it completely, tearing up the floorboards and populating it with bare concrete structures he cast by hand. “We finally have an understanding of what we’re doing,” Hollenbach tells Broadsheet. “Someday was more of a retail store, but we want the new P.A.M. store to reflect the expression of our art practice.”
Level 3, Curtin House, 252 Swanston Street
Mon to Thu 11am–6pm