In 2002, twin brothers Brian and Vincent Wu quit their IT jobs to launch Incu. They grew up in the bustling retail environment of Hong Kong, and long saw a gap in the Australian market for what they had to offer. The brand is named after the idea of “incubating” new talent, to showcase a range of emerging Australian designers alongside well-known international brands.

What started as a menswear store in Sydney’s CBD soon expanded into womenswear, and then down to Melbourne, where the duo has since opened another four stores.

The concept is simple. Simple interiors and simple clothing, aimed at the everyday rather than crazy catwalk trends. The timber shelves and concrete flooring successfully allow the garments and accessories to speak for themselves, and create a warm, welcoming environment.

About 100 international and local designers are featured, with pieces carefully selected to fit the vibe. Alongside A.P.C., sportswear from Nike and Adidas, and French shoe line Repetto, Incu also has its own brand, Weathered, geared toward everyday essentials. Local names include Vanishing Elephant, Kloke and Natasha Schweitzer.

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Updated: April 21st, 2022

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