More about curated, understated style and less about flashy fashion, The Standard Store on Gertrude Street is the first Melbourne incarnation of the popular Sydney shop.

As with The Standard Store’s first home in Surry Hills, the Melbourne store carries staples such as Armor Lux Breton striped T-shirts, wardrobe basics from London label You Must Create (YMC) and laid-back menswear pieces by Saturdays Surf NYC, but there are plenty of little surprises worth checking out too.

For example, a range of embroidered pins by Bijoux Brodés, socks by Danish designer Henrik Vibskov, and a jewellery line from the store’s shopkeeper Jen Booth.

The store’s owners, Orlando and Nicola Reindorf, confess to being Francophiles and admit they have a soft spot for European brands. Some such labels, which have not received much exposure in Australia, have garnered The Standard Store a loyal following. An example of this is Sessùn, a French label by designer Emma François that has achieved cult status for its chic, smart-casual collections.

The store has been fit out with custom-built copper railings used as racks throughout the shop as well as dark wood counter tops; designed by Tim Magdalino in collaboration with custom furniture designer and builder Gordon Johnson.

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Updated: February 24th, 2017

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