Three years ago, when Dani Odgers started her fashion blog in Newcastle, it was a place to showcase her university work. She called it Wolfe and Ordnance because she lived on the intersection of those two Novocastrian streets. The quality of her fashion photography was soon recognised and she began working for others, doing their social media and shooting for brands and distributors. Working for other people and maintaining their online stores made Odgers realise there was no reason she shouldn’t start her own.
Two years ago, she did. She started online and then opened a store in her home town of Forster Tuncurry. “People need to come in and touch the clothes. Plus they trust you more when you have a physical store,” she says. The original store has since been renovated and is now run by Odgers’ mum and a few of her old school friends.
Odgers opened her new Sydney store two months ago. The Crown Street store is elegant and unassuming, “so the clothes do most of the talking”. Behind the storefront window two parallel racks of clothing flank a central wooden table laden with accessories, all of this enclosed in white walls. There’s a glass cabinet full of IINA jewellery, all handcrafted pieces made by a woman from Byron Bay who travels the coast, living out of a van. Out the back you’ll find jeans, swimwear and a marble-topped fireplace housing two of the store’s three audacious cacti.
On the Wolfe & and Ordnance shopfront there is the logo by online superstar fashion brand, LENNI. Wolfe and Ordnance is the only place you can find the entire LENNI collection. Wolfe and Ordnance only stocks Australian brands, including Vale Denim, whose designer, Amber D’Enett, got to know Dani from The Collector Store located across the road from Wolfe and Ordnance. “It’s not like if something comes from another country I won’t look at it. I just really like Australian stuff,” says Odgers.
Odgers’ photos can be seen on her blog and in Wolfe and Ordnance’s bold look books. When she gets more free time, Odgers wants to pursue photographic collaborations with brands, shops, magazines and models.
Wolfe & Ordnance
540 Crown Street, Surry Hills
0484 133 310
Wed to Sat 10am–6pm
Sun to Tue 10am–5pm