Style is dynamic. What’s in one minute is out the next, which is as true of trends as it is of the labels and design houses that produce them.
Keeping your head above water in this cut-throat industry is no easy feat. What the most successful labels have in common is their consistency, innovation, relevance and authenticity – season after season, year after year.
Claude Maus is one of those labels.
As the long-time love child of graphic design artist-turned fashion maverick, Rob Maniscalco; Claude Maus has been a key player in both the Australian and international fashion scene since its inception in 2000.
The label was first launched in Melbourne and took off quickly, tapping into Melbournians’ love for the unconventional and ultra-modern.
Claude Maus started growing at its iconic, Manchester Lane flagship store; and then grew some more over recent years through the successful development of its own Northern Hemisphere-based diffusion brand: Claude by Claude Maus.
So what’s next for Maniscalco and his cult, urban label? A global empire? World domination?? Not yet, at least.
In fact, what’s around the corner for the label is, literally, just around the corner as the label launches its second Melbourne flagship store right in the heart of the designer’s home-suburb, Fitzroy.
With notorious neighbours like Fat and Jack London a few doors down, Claude Maus has made itself a second home on Melbourne’s hipster Mecca: Brunswick Street.
Maniscalco’s main focus right now is to bring the label back home, at least for the time being. The new Brunswick Street store has been thoughtfully fitted out by the designer himself, with help from artists Pat Foster and Jen Berean.
The space is smaller and noticeably simpler than its CBD counterpart, featuring clean, minimalist lines and wood and metal detailing. This earthy, organic aesthetic blends in seamlessly with the bohemian nature of the store’s surrounds, but still maintains the same great staff and of course, the same beautiful product.
Claude Maus Fitzroy currently carries the label’s AW ’12 collection, which is characterised by grungy elegance and experimentation with rich textures and alternative silhouettes. Luxurious goose-down puffer jackets line the racks alongside slouchy knits, leatherwear and signature denim pieces.
Opening its doors for the very first time this month, Claude Maus can be found at:
242 Brunswick Street, Fitzroy or shop online at claudemaus.com