Footwear designer label John Fluevog has opened its first stand-alone store in Australia on Melbourne's Degraves St.
The Australian store was assembled by a design team in Vancouver Canada – Fluevog's origins – then sent to Melbourne to be placed into its Degraves St location.
Fluevog's designs have been worn by celebrities including Lady Gaga, Beyonce and Madonna and has existed in the high-end fashion space since the late 70s.
Fluevog Chief Marketing Officer Stephen Bailey said launching an Australian flagship store in Melbourne was a natural progression for the brand.
"Fluevog is all about challenging the status quo and disrupting typical shoe norms, and that seems to mirror this city’s personality in the Australian context.
"An opportunity to take a premises on Degraves St came up through one of our retail partners – it was the perfect chance to tap into Melbourne’s shoe zeitgeist.
"There’s nothing more quintessentially Melbourne – the area has great coffee, is full of hidden secrets and now we couldn’t be prouder that we’re part of this.
"Fluevog loves to inspire people, to gift them with a product that empowers who they are and how they feel.
"That is what this store with emulate, challenging the shoe status quo by allowing people to experiment with the unconventional," he said.
Fluevog's shoes are trans-seasonal and come in men's, women's and unisex styles. They range from sizes 6.5 - 10.5, with prices ranging from $200 - $700.
The store is now open and trading on Degraves St.