Australian fashion brand Farage has opened a new five-level flagship and headquarters in East Sydney, marking its 25th year in business.
Located at 109 Riley Street, Darlinghurst, the new flagship takes over the building’s former art gallery concept. The site will sell a range of performance fashion, ready-to-wear garments and tailored suiting.
The historic building was originally designed as the Harp and Erin corner pub.
Creative director Joe Farage, who founded the business with his wife and co-creative director Katy, said the pair have wanted to open a new concept store for a while.
“We are so fortunate to have secured this location,” Farage said. “It holds a special place in the hearts of locals and those who frequent the art world, but the results we have achieved in transforming the building are something that everyone can be proud of.”
The concept was created in collaboration with Australian interior designer Greg Natale. Farage’s latest collections are housed on the street-level floor, including heritage luxury tailoring and recently expanded lifestyle collections stitched in Japanese performance fabrics. It also stocks Italian fashion brands Aspesi and Tramarossa Denim alongside accessories, fragrances and eyewear brands.
Furnishings include lounge chairs from B&B Italia and a reupholstered 44-year-old sofa. The upper gallery is now a suiting space which includes artwork by Australian artists such as Marisa Purcell.
The second floor has large fitting rooms for personal styling sessions, the third floor includes a photography studio, while the fourth floor holds new creative design offices moved from Farage’s former Surry Hills factory.
The fifth floor is a rooftop garden which Farage expects to use for VIP events and private showings as well as a meeting or breakout space.
“The concept store is about showcasing our tailoring, creating unique experiences for customers and encouraging collaborations with other creatives – it’s a mature version of who we are as a brand. It’s not about high-volume traffic,” Farage said
“We worked with the king of maximalism and asked him to craft a minimal yet engaging interior where fashion can shine.”