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Photography: Mark Thomson

Design simplicity, blended materials and considered choices are the underpinning factors in the retail space of DOOMSDAY. This concept store, located in Brunswick Street Fitzroy, is primarily a men’s street wear outlet showcasing their selected international and local underground fashion artisans. From the understated fixtures, to the perfectly balanced use of white space, simplicity in details in this space gives much depth to the overall concept. The unpretentious clothing racks, simple yet refined in form allow flexibility in range presentation, and make for a dramatic visual when teamed with large scale black and white photos in simple wooden frames. The stylish venetian blinds, utilise the natural light to create interesting shadow play, whilst at the same time adding intrigue from the street, where external solid timber benches invite you to enjoy their Coffee Supreme and tasty treats served directly via the grab and go window. It is a relaxed and welcoming environment with a serious attitude towards considered men’s street wear.