Cult fashion brand Dissh opens first NSW store with pre-loved furniture
Dissh’s devout Sydney-based customers have gained a flagship store to experience the brand opposite Bondi Beach. Opened in late 2023, it marked the state’s first store, followed shortly after by a second boutique in Warringah Mall, on December 16.
Pre-loved consciously curated boutique fittings
At the intersection of Gould and Hall Street, the Bondi Beach store is situated in a sought-after location on the suburb’s premier shopping strip. The 1,292-square-foot boutique is the brand’s seventh location and has been crowned the flagship for good reason.
Sustainability has long been a priority for many new and established brands. Some ideate and execute sustainable practices better than others and what sets those apart from greenwashing is the execution and intention behind the methods.
The Bondi boutique is the result of Dissh’s investment in sustainability in a way that remains authentic to its identity. Dissh worked with environmental consultants to set a conscious standard for its current stores and future openings.
Every element places sustainability at the forefront, from the fit-out to consciously sourced materials and the flagship’s 100 per cent renewable energy contract.
The shop floor has been styled with predominantly preloved furniture, and 85 per cent of the fit-out uses reclaimed or sustainably sourced materials from trusted partners and local artisans.
Similarly, Twoobs’ first store opened in Byron Bay in the final quarter of 2023 has a similar philosophy, with the brand diverting 891 kg of plastic from landfill in its fit-out, which features 100 per cent recycled plastic bottle panelled walls and a central counter crafter from PET bottles with a paper mache technique.
A family affair
Founded on the Gold Coast in 2001, Dissh is an Australian fashion brand that is owned, run, and led by women.
Founder and managing director Lucy Henry-Hicks conducted a significant rebrand in 2020 after her mother parted ways from the business, crafting the brand’s current refined, elegant and conscious identity.
The brand now sells pieces that will last and remain in style for a seasonless wardrobe that blends bold and modern with natural fibres and a muted monochromatic palette, worlds away from the bright colours and trend-centric pieces it was once known for.
Dissh-designed products can only be purchased directly online and in-store. Since 2020, the brand has expanded into global markets including the US, Canada, UK, Ireland and Europe.
Redefined at all levels of the supply chain, the brand’s design and manufacturing processes were overhauled and its online presence was developed to connect with a more diverse and inclusive community and customer base.
Raised in a family of fashion retailers, who co-own the retail empire City Beach, Henry-Hicks has always been keen to work in the family business from the age of 10.
An inspired space to be
Interior design studio Brahman Perera, the brains behind Sydney’s iconic Ursula’s Paddington decor collaborated with the Dissh to deliver an inspiring space that engages the senses and builds on the existing store concepts through ambiance, mood and layered contrasting.
An expression of this is the feature pendant crafted from banana fibre that hangs above the timeless retro chairs in the seating area. Each change room has smart lighting installed that allows customers to experience different ambiances through mood lighting.
The building may be new, but the Art Deco architecture of Bondi can be seen throughout the store in the curved finishes and hard furnishings from that period.
Designer Brahman Perera believes that any physical retail space should seek inspiration from the brand it houses and what it stands for, the manifestation of this is in the relaxed elegance, interwoven with femininity and contemporary minimalism.
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