In 1986 inside a little shop on Greville Street in Prahran, Dangerfield was born. 36 years later, one of Melbourne's finest success stories is opening their 53rd store and they couldn't have picked a more fitting place than 202 Brunswick Street, Fitzroy.
The latest of their brick-and-mortar havens for the fashion conscious-and-curious alike – smack-bang in the heart of Australia’s cultural capital – will open with all the fanfare one expects from a national clothing giant: exclusive offers, freebies and giveaways, plenty of discounts and more.
But while the brand’s physical omnipresence renders them a force majeure, you only need to venture past their stores’ bold and boisterous exteriors to realise Dangerfield is utterly unique; they have Melbourne pumping through their veins.
Stay up to date with what’s happening in and around Melbourne here.
Like the city that surrounds them, Dangerfield’s apparel and accessories seamlessly blend vintage vibes and street style, an ouroboros consuming retro and ultra-modern alike.
Their new Brunswick Street residence will boast a range as much influenced by Melbourne’s bohemian youth culture as that culture’s influenced by them – vegan docs and chain boots, pinafores and tartan smocks, buckle skorts, jumpsuits, rave pants, floral overalls, goth vests and knitted cardigans.
Brunswick Street is a bubbling crucible of disparate characters and dispositions. It’s the perfect place to dip your toes and formulate your style, but such a potent concoction can often be a little intimidating at the start.
That’s where Dangerfield comes in. Beneath those glowing white letters, you’ll find a welcoming portal into Melbourne’s subculture. Come in and discover your true personality on those racks.
Dangerfield newest store is now open at 202 Brunswick Street, Fitzroy. 10am until 6pm Monday to Saturday, and 11am until 6pm on Sundays.
This article was made in partnership with Dangerfield.
