Don’t do it. That’s the advice fashion designer Alix Higgins received from friends and colleagues when he floated the idea of opening a retail space for his namesake brand. One person even used the word “idiotic”.

But Higgins did it anyway. And totally on his terms.

Higgins has taken on a lease for a space in Haymarket, tucked away on the fifth floor of a building that’s flanked by Capitol Theatre on one corner and the bustle of Chinatown on the other.

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“I wanted a space that wasn’t street-facing because I liked this idea of discovery … It’s sort of hidden away and creates a really intimate place for my community,” he says. And while Higgins eventually hopes to open a larger space, this is the perfect stepping stone.

Part showroom, part studio, the store means Higgins has been able to finally separate his home and work life. “Being able to have my studio at the back of the shop was a real driver for committing to the space.” It also offers an important touch point for the young brand, which trades on idiosyncrasy and individualism.

Opening the door to his customers in a physical way has allowed Higgins to understand more about what they’re looking for. “It’s been really nice and sometimes surprising to see what people respond to. I have this vision of who my customer is but now I can have conversations and hear what people desire.”

Higgins already feels that this shift to a physical store is having an effect on his design process and output. “I launched during Covid and in the middle of lockdowns. Through the screen was the only way I could get to anyone and I was aware that you had to sort of scream to get any attention.” Brightly coloured prints, distinct stripes and blurry gradients have become signature of the brand. “I’m starting to feel less inclined to have to design in that way. I can do things a little quieter and more for people to notice in real life, rather than for stopping them on a scroll.”

Higgins can now design more confidently in black and white – shades that are notoriously difficult to photograph for ecommerce – and sate the constant requests from his followers.

“Most of my brand is very wearable but each time I’ve done [fashion week] shows, I’ve included some really big pieces that I can’t actually produce because they require fittings and a bit more of an artisanal process. Now, you can come here and have an appointment where I take measurements and offer more bespoke elements.”

Higgins describes the store as “eclectic but homey”. The clothes almost feel like they’re hanging in someone’s wardrobe. He’s furnished it with artworks and rugs from his own home. And he’s crafted a curtain from a patchwork of upcycled T-shirts that envelopes the changeroom space – it also provides the perfect mirror selfie backdrop.

“People come in looking for one thing and then end up trying on four or five styles and leaving with a whole outfit. I think they almost get seduced by the fabric or print in real life that might have been a gamble to buy online.”

Alix Higgins
Level 5, 647-649 George Street, Sydney

Hours:
Thu to Fri 12–6pm
Sat 12–4pm

alixhiggins.com/
@alixhiggins