Sunday, September 14, 2014


I wish I wrote more often about shops, and retail generally. I think about the sector a lot. Like a trend forecaster with a crystal ball, I often speculate about its future. Is it bright or uncertain? Mostly I think about the dynamic relationship between online and real world environments, services and experiences. What can bricks and mortar offer, that online can't? How does a shop and the brand's online presence intersect? I have to say, I think Obus does it better than most. Not only do they make awesome clothes right here in Australia that I like to wear (hello Obus knit), that age gracefully and hold their shape but I like visiting their stores and staff. Last week I realised the feeling was mutual when I was invited along to their Spring VIP launch. You heard right, I count as a very important person. I had a stellar time drinking champagne, listening to some talented musos plucking at guitars while ladies swirled around me clutching hangers. Most featured the latest Kachina print. At one point with so many people wearing the same outfit, I thought I might be in Michel Gondry's video clip – that one he shot for Kylie Minogue where Kylie passes a hundred times over in a London street. Did I buy anything? Not that night. I was a bit too weirded out by everyone looking identical. As a twin, I've got that covered. I'll go back though. 
Photo: Courtesy of Obus

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