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.
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
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