Fashion brand Farage has launched a five-storey concept store in Sydney, as it marks its 25th year in the industry. 

The gallery-like store, housed in a heritage building, is set to “redefine the shopping experience for fashion enthusiasts and design aficionados alike”, delivering to consumers a range of high-tech performance garments and ready-to-wear staples alongside the tailored suiting. 

“The concept store is about showcasing our tailoring, creating unique experiences for customers and encouraging collaborations with other creatives – it’s a mature version of who we are as a brand. It’s not about high-volume traffic,” said says Joe Farage, creative director at Farage. 

Located at 109 Riley Street, amid Darlinghurst’s burgeoning design precinct, the store is in collaboration with Australian interior designer Greg Natale.

The street-level floor features Farage’s latest collections, which include boutique fragrances and eyewear brands. The upper gallery has been turned into a suiting space, displaying contemporary clothes, furniture, and artwork by Australian artists, including a piece by Marisa Purcell suspended beside the stone-clad service desk. 

The second-floor facility, elevated above Riley Street and outfitted with big private fitting rooms, will host intimate styling sessions for bridal parties, top-tier clientele, and celebrities.

The third level features photography studios, with a specific zone for capturing Farage’s collections. Meanwhile, creative offices on the fourth level act as the hub for Farage’s design and commercial operations.

The rooftop terrace on the fifth level is also used for private showings and VIP events.