Patagonia has unveiled its flagship store in Melbourne, reviving a heritage building from 1884.
The site, located on Little Collins Street, heroes civil action photography from 60s anti-nuclear protests to the recent School Strike 4 Climate.
The façade and lofty ground-level interiors of Carson House have been carefully restored.
It has been fitted out with recycled materials, including disused boating-yard lumber, and furniture upholstered in Patagonia’s organic fabrics.
Patagonia Provisions, the company’s regenerative organic food business, is displayed with a library of Patagonia Books, including founder Yvon Chouinard’s staff-handbook-turned-best-seller Let My People Go Surfing.
The versatile space is also designed to welcome customers for gatherings, film screenings and talks.
A summer program of events will be released on Facebook.
Patagonia Australia and NZ country director Dane O'Shanassy said the site will support its retail endevours.
“Our new store in Melbourne is a significant milestone for Patagonia’s development in the Australian market.
"We’ve engaged with the people of Melbourne over many years through our strong wholesale network and web business, and environmental work.
"It’s fantastic to now open our newest flagship store and showcase our brand and products, as well as dedicate more time and energy to supporting the city’s local, grassroots activism.”