Melbourne Apparel Co’s first store is set in a grand brick warehouse next to Victoria Park Station. It's filled with well-spaced rows of plywood shelves and racks displaying basic cotton T-shirts, jeans, tote bags and simple baby clothes.

Owner Mark Pereira has worked behind the scenes at Nobody Denim, Bradmill, Country Road, Witchery, Gorman, Jack London, Claude Maus and more. As such he’s focussed on the technical side of things. The clothes are more functional than they are aesthetic.

For MAC, he’s partnered directly with a manufacturer in Braybrook, which makes the clothes using cotton milled in Australia. They hit that elusive combination of quality and affordability, with T-shirts priced at $40.

The brand has big ambitions, but doesn’t plan to stay at this particular spot for long. Like Lulie Street Tavern across the road, the site will be turned into apartments by 2018.

Updated: July 18th, 2017

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