MASONS

The Verdict

The Paris end of Collins St has long been home to the crème de la crème of Melbourne fashion. But that might be about to change. Flinders Ln is throwing its impeccably styled hat into the ring with its new menswear store: MASONS.

MASONS boutique is the brainchild of Marco Siracusa (coming off a 20-year stint at Harrolds) and Wendy Jiang from GUCCI. And the pedigree shows. The space was designed by COX Architecture and spans 430-square-metres in a gorgeous four-storey Edwardian heritage warehouse, built back in 1901.

“We wanted to do things differently with MASONS,” says Marco says. “We believe our customer will appreciate the depth of our range and the quality of our offering. The reputation of Melbourne as a luxury shopping destination is growing year-on-year, and MASONS will take menswear in Australia to the next level.”

The new boutique holds everything from luxe streetwear (no Nike tn’s up in here) to a number of high-end Aussie firsts. Think Alyx, Ambush (ready to wear), Slowear, OAMC, Resolute Denim, Tramarossa, Stemar and Zilli. You don’t even have to leave the country to say you own a suit from Paris. Harrolds has already seen great success in the CBD, and MASONS is built on similar foundations. With Spring Racing Carnival round the corner, the timing is bang on. Better hide those credit cards...

Image credit: Jenna Fahey-White