“I don’t think retail is dying. I think bad retail is dying.”
At a time when physical stores are often overlooked in favour of online shopping, Jasper Mutimer, founder of Mutimer Co., is looking to flip the narrative. The brand has just opened its first physical store in Collingwood, Melbourne, keeping the spirit of in-person retail alive.
Having built Mutimer up to be one of the Australia’s most exciting local labels, with sold-out drops, packed pop-ups and growing international attention, the move felt like the right next step.
Complex pulled up to the new space to get the story behind the brand, the journey so far, and what’s next for Mutimer as it settles into its first retail home.
📍If you’re in Melbourne, stop by 308 Smith Street, Collingwood.
🎤 @gsnwilliams@jasperjmutimer
Our HEADNOISE campaign for Mutimer starts today. Very keen to show what we’ve been working on. All our media and pieces for this collection are a step above this year
A month on from a whirlwind two weeks in London
It’s taken some time and separation to reflect on our London Pop Up. I started this brand in my bedroom halfway around the world in Australia and to see people in London line up for hours was extremely surreal. We went from worrying that no one would show up to having the council threaten to shut the whole thing down due to the queue. There was even a period there where it didn’t look like our stock would clear customs in time for the opening.
It was equal parts stressful and rewarding (with a few Arsenal matches snuck in there) but I’d do it all over again in a heartbeat. I am extremely grateful for each and every person who came down. Those who waited in the rain and the sun for hours on end and everyone I got to speak to. Hopefully we will be back again soon and who knows, maybe a permanent London store one day. This is truly the best job in the world so thank you all for making it possible.
Thank you so much to Lorenzo @iandelli who designed the space and Miles @milesddean who put it all together, we wanted it to not feel like a pop up and the space came out beautifully.
Meet Jasper Mutimer, the designer quietly building a global cult from Melbourne to London’s Soho.
From his signature minimalism to his vision of future stores in London, New York, and Seoul, Mutimer represents a new kind of digital fashion founder: grounded, global, and genuinely obsessed with craft.
For our November issue of NOWHERE Magazine, we sat down over a pint of Guinness to talk creative discipline, global ambition, and why self-criticism might just be the secret to success.
Tap the link in bio to read the full interview
