Photography: Mark Thomson

Located on Brunswick Street, Fitzroy, DOOMSDAY is more than just a men’s streetwear store—it’s a curated space that celebrates underground fashion artisans, both local and international. Designed with a philosophy of simplicity, material contrast, and purposeful restraint, the store’s aesthetic is refined yet undeniably bold.

Understated fixtures and carefully balanced white space allow the clothing to take centre stage, while unpretentious yet impeccably crafted racks provide both flexibility and impact. Large-scale black-and-white photography in simple wooden frames adds a striking visual element, reinforcing the store’s raw, urban appeal. Stylish Venetian blinds harness natural light to create dynamic shadow play, adding intrigue from the street while maintaining an inviting warmth inside.

The experience extends beyond fashion. Solid timber benches outside encourage passersby to pause, sip on Coffee Supreme, and enjoy a bite from the grab-and-go window, blurring the line between retail and community hub. DOOMSDAY is relaxed, welcoming, and effortlessly cool—an environment that perfectly mirrors its serious approach to considered men’s streetwear.