Easy-going, classic, modern and androgynous – it’s a style that Bassike has honed over 10 years. Designers Deborah Sams and Mary-Lou Ryan started the label in 2006 as a range of basics in organic cotton and jersey. Since, it’s been adopted by men and women nationwide as a go-to for all occasions.

The first thing you’ll notice at the new Bassike store, on level one of The Strand Arcade, is the absence of menswear. Instead, racks are filled with a tight edit of key styles in organic jersey and Japanese denim for women.

“The feel of the building, the retailers around us and the size of the store lends itself to womenswear, so we built an offering that centres on our women’s mainline collection, Bassike premium,” says Sams.

It’s an interesting move for a brand that has become synonymous with Bondi boys. The nonchalant but structured uniform of slouchy trousers, button pocket T-shirts and hooded sweaters is also commonplace in Sydney’s northern beaches. It’s the first of six standalone boutiques, between Sydney, Melbourne and LA, to focus solely on the female market.

Long-time collaborator and friend Kelvin Ho was responsible for the design of the space. The designer’s client base includes A.P.C, Willow, Lover, Incu and Vanishing Elephant. Here, he has created a retail environment that feels both sumptuous and minimal. “The brief was to elevate the store design to feel more luxurious and feminine than our existing stores,” says Sams. “It feels like an oversized walk-in-wardrobe, or a parlour, rather than a retail store.”

There’s a rose-marble display table from Copenhagen; heavy linen curtains covering the change rooms; vintage Knoll scissor chairs; and plush, flokati stools from a mid-century furniture collector in Sydney.

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After a decade in the fashion business, Sams and Ryan’s passion for basics hasn’t waned. “It runs in my blood. My father designed jeans in the ’70s and ’80s, it was something I happily fell into,” says Sams.

Bassike Strand Arcade
The Strand Arcade
Shop 59/62, Level 1 412–414 George Street, Sydney
(02) 8457 6886

Mon to Wed 10am–5.30pm
Thu 10am–8pm
Fri 10am–5.30pm
Sat 9.30am–5pm
Sun 11am–4pm