Over the past few years the line between fashion and exercise wear has blurred. The Practical Man is a concept store founded by Brett Webster, Simon Cozens and Jon Weller that challenges Australian men to think more considerately about the aesthetic value of the clothes they exercise in. It follows the launch of The Practical Man’s online store in December 2015.

The project was led by Webster, who noticed a gap in the men’s sportswear market while running his other business, Pilates on Bourke.

The store is in Scott Alley, just off Flinders Lane in the CBD. Designed by Melbourne interior designers Tomoya & Co., it stocks a collection of boutique, mostly European and North American brands including Brandblack, Isaora, Ron Dorff, Reigning Champ, Iffley Road and Huez.

It covers two levels and stocks the gamut of needs for fashion-forward men. Upstairs there are grooming products from Buckler’s, Ursa Major and Hunter Lab, with watches and accessories from Minus-8. Below, under neon lights, there’s a collection of sweaters, trainers and swimmers.

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Updated: April 22nd, 2024

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