Masons / Melbourne boutique opening
Melbourne has welcomed a new player onto the luxury retailer scene with the opening of menswear boutique Masons. A multi-brand retailer, Masons has taken on three primary categories: urban contemporary, modern luxury, and classic luxury. This is a single location experience – so expect to find everything from kooky Vivienne Westwood peacoats, to classic Corneliani suiting, and even a floral Marni boardshort or two.
The 430 square meter space (previously occupied by Zambesi) has been given a luxury makeover that feels both masculine and modern. Think Italian marble, American oak stained herringbone flooring, and soaring ceilings; with thoughtful additions such as a whisky and espresso bar, and rear parlour for one-on-one suiting consultations.
With an old-worldly feel, Masons pays homage to the Edwardian heritage of the building, created in 1901 for the importers Korblum and Co. They join luxury labels Chanel and Bang & Olufsen on Flinders Lane, which is fast establishing itself as Melbourne’s most prestigious shopping street.
Buyer Wendy Jiang has balanced out the playful flamboyance of labels such as Vivienne Westwood, Maison Kitsune, and Marni with heritage stalwarts like Corneliani, Brunello Cucinelli, and Lanvin. They’ve also nabbed some Australia-firsts, with diehard fans flocking to the store for their exclusive range of brands like Ambush, Slowear, and Resolute Denim. Jiang has opted for deep selections over size runs, so expect to see more than you’re used to from their twenty-five labels in store.
The Lord Mayor, Robert Doyle [L] with Masons’ GM, Marco Siracusa [R], Photos by Lucas Dawson
This is destination shopping at it’s best. Whilst the theatrics of Masons’ high-end selection won’t be lost on the customer, there is still a youthful warmth to the staff and the space. You can browse comfortably in the easy floorplan, or engage in a more intimate shopping experience in the rear salon. Masons is exclusive and beautiful – but not difficult to navigate.
General Manager of Masons and former employee of Harrolds, Marco Siracusa, is excited to set the bar high on the local menswear scene. “We wanted to do things differently with Masons,” he said at the launch on Wednesday. “We have unique brands and are honoured to be the sole stockist in Australia of many of these labels. We believe our customer will appreciate the depth of our range and the quality of our offering.”
He notes that Melbourne’s reputation as Australia’s fashion capital is growing year-on-year, adding that Masons will “…take menswear in Australia to the next level.”
Visit Masons at 167 Flinders Lane Melbourne.
+61 03 9380 7188