Since its inauguration in 2008, Vanishing Elephant has quickly established a reputation for providing quality menswear with a distinct, gentlemanly style.We met with designer Huw Bennett for a coffee and a chat on a glorious autumn morning.
Over a couple of flat whites, he spoke about his new Melbourne flagship store and designing for the fairer sex.
You opened your first store six months ago. How are you finding that?
It’s fantastic. It’s really good to have that direct contact and interaction with our customers. That’s probably the most important thing. Second to that, it’s a good way for us to test product.
Vanishing Elephant is Sydney-based but you opened your first store in Melbourne. What was the thinking behind that and are you planning to open another store in Sydney?
It was just a happy accident really. We were looking in both cities but we found a place in Melbourne. We’re very keen to open a store in Sydney, but the reality of the situation is that it will take a lot of attention. There’s no rush.
The QV store is beautifully designed. What was the concept behind the fit-out?
The idea behind the store was that it should be a warm and welcoming place. We pictured people out shopping in Melbourne in winter and stepping out of one of the cold laneways and into a warm place where they could spend a bit of time. We’ve always been of the opinion that our clothes are very classical and we want them to sort of speak for themselves. We didn’t want a shop that looks overbearing. We just wanted a warm space where you could come in and appreciate the design and the clothes.
We’re very excited about the new VE womenswear collection. What inspired you to start designing for the fairer sex?
It’s probably a collection of little things. We definitely wanted a new challenge, it was something that we felt was missing in our design scope and in terms of progressing the business we wanted to have a go at it. We’re trying not to overcomplicate it; we’re taking it as it comes. We design, we build and what will be will be.
QV, Shop 14, Albert Coates Lane, Melbourne
(03) 9639 3869
vanishingelephant.com
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