How Up There struck gold in Australia’s streetwear scene

In the ever-evolving men’s fashion space, independent retail brand Up There has carved out a niche in Melbourne, Australia, as the only spot for exclusive streetwear, shoes and fashion accessories that can’t be found domestically.

The company, which also includes Up There Athletics, was co-founded by Jason Paparoulas, Brendan Mitchell and James Barrett in 2010, and recently relocated from a smaller space in a hidden alleyway in Melbourne’s CBD, to a striking, 345sqm flagship store on Flinders Lane.

The trio – who frequently travel to Toyko, Paris and New York to source unisex releases from brands including Nike, Jordan, Adidas, New Balance, Asics and Salomon –  are now in the midst of relocating the brand’s head office and warehouse.

With a host of features, including two temple dogs which serve as the store mascot as well as a jewellery display, a projector used for in-house content, events and product launches, and an in-house cafe, Up There’s new store has been meticulously designed to enhance the customer experience. 

Broader appeal

Paparoulas told Inside Retail that the trio worked in different positions across the sneaker industry in Queensland prior to starting the business, with the concept coming at a time when they were all fatigued by online shopping.

Identifying strong opportunities in Melbourne amid the emerging streetwear and footwear space, they relocated from the Sunshine State to start the business.

“Working in the sneaker industry [influenced] how we dressed, what we wanted to wear and how we paired shoes with clothes,” Paparoulas said.

“We wrapped our heads around starting the concept for a few years before finally opening our doors in 2010,” Paparoulas said. “The business grew from footwear into a [more holistic focus] on menswear.”

Mitchell added that Up There emphasised “the whole look,” rather than specific items in isolation.

“It was all about having the combination of footwear and apparel that you couldn’t get in Australia at the time,” he explained.

“That’s still the focus, and [over time] we’ve introduced brands into the country that weren’t sold before we brought them in.”

These product lines include the largest selection of Kapital apparel in Australia, as well as brands such as Bleue Burnham, Margaret Howell, Nicholas Daley, Engineered Garments, Norse Projects, Junya Watanabe, 4SDesigns and Beams Plus.

Up There is also one of the only stores in Australia to have collaborated with New Balance on a sneaker collaboration.

Touch, see and feel

Over the last 13 years, Up There has evolved from one of the three founders being stationed in the store every day, to the business hiring 24 staff across its two brands, head office and warehouse.

According to Mitchell, the brand has a strong understanding of its customer’s tastes and preferences – which is an important consideration when importing new stock.

“But it’s really about what we’re into,” he said. 

“The products are a reflection of us, as well as our personal tastes and styles. Our customers have bought into that as well. We take inspiration from them as much as they take inspiration from our product offering.”

Meanwhile, its new Flinders Lane store highlights the brand’s growth over the years – providing more space to show off its product range, as well as showcasing a store design that provides an “exciting and memorable” experience.

“The new store is a destination not just for locals, but for tourists as well,” Mitchell said.

“We’ve always had a bricks-and-mortar focus, and we love providing experiences for people to touch, see and feel. 

“The [new store] is an extension and grown-up version of that.”

Whole new world of customers

Mitchell also observed that the men’s footwear and fashion industry has grown exponentially in Australia over the last 15 years – with a large, and growing contingent of women also shopping with the brand. As such, he said it has a unisex product focus.

He noted that Up There wasn’t the first to identify the growth in popularity of streetwear in Melbourne, but he believes it was “part of bringing it to the forefront.”

Mitchell also said that Up There doesn’t have plans set in stone for new stores in Australia or overseas, however, the co-founders are keeping an eye on future opportunities

Meanwhile, Paparoulas added that the new store has already helped to introduce passersby to the brand. 

“We’ve opened ourselves to a whole new world of customers, and I think our community has reacted quite positively,” he said.

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