AUSTRALIAN men’s clothing brand Industrie, are injecting a bit of testosterone back into London men’s fashion, with the opening of their new store in Covent Garden.
“He’s a masculine guy, but also stylish,” manager Jordan Lawson says, describing the Industrie man.
“It’s very different to that UK look, and I think that will set us apart. It’s not so much that preppy, pretty boy, everything skinny look. It caters to everyone. It’s very masculine. And that’s the typical Aussie guy.”
Founded in 1999, Industrie has become an institution in the Australian clothing market, with 86 stores throughout the country. Located in Earlham Street, Covent Garden, this is Industrie’s first store outside Australia.
“I think it’s a good starting place, as it one of the biggest cities in the world, and it’s a shopping mecca,” Lawson tells Australian Times.
“A lot of the styles of clothing work well in London. Obviously in Australia it’s a bit hard with our winters being so different in terms of temperature, but I think the fashion is similar.”
Industrie joins a number of independent UK and international fashion labels, which have opened flagship stores in the Seven Dials precinct over the past 12 months.
“As busy as London is, the area of Seven Dials and Covent Garden has more of a community feel. It’s still got those big shops you find on your high street, but there’s much more of a local vibe here,” Lawson says.
“Everyone from the surrounding shops has already come in and introduced themselves and been really nice. And those are the roots Industrie really started on back in Australia so it’s good to find something like that over here.”
Lawson has spent the past month overseeing the set-up of the store, which has an old world feel, with tongue and groove panelling, timber shelving, metal work, floorboards, and classic art prints.
In terms of clothes, Industrie offers a range of practical and instinctively masculine clothes for every man.
“A lot of our stuff is traditional work wear, down to your work boots, which is a big focus of our footwear range. And then you’ve got your traditional jackets, with woodman vibe to it.
“We’ve also got those trend pieces. We’ve got some camo jackets, but we’ve also got cardigans, which are not going to go out of fashion.”
Industrie are currently offering a special promotional offer. Australians who come into the Covent Garden store with their Australian passport will receive a 20% discount.
“Every Aussie that’s come into the store, or who I’ve met here and told about the store, are super excited about the brand, whether they wear the stuff or not.
Industrie is also looking to hire full and part time sales assistants, so if you are looking for work in London, please drop your CV into the store or send it to [email protected]