If northside living was a product, you’d find it on the shelves at Keoma. This place is what Fitzroy is all about.
Technically it’s a wholesale apparel and lifestyle retailer, but it also sells Nitro cold drip coffee and runs a boutique AirBnB upstairs. That’s a pretty interesting business model, but it seems to suit the owner, Marcel and Manuela Goerke.
So what can you buy at Keoma? It depends what’s trending in Europe right now.
Marcel and Manuela get a lot of their stock from German, Dutch and Scandinavian outlets. You’ll find the classic Freitag bags and satchels. Denim from Amsterdam (courtesy of the guys at Kings of Indigo). Books on street culture. Birkenstocks in the window. Even a limited-edition range of Keoma homebrew beer.
What brings the brands together is a love of sustainability and ethical sourcing. In fact, Keoma runs a repair service for most of their stock. So if your jeans get a tear, or the soul’s wearing out in your shoe, they’ll fix it (for a fee).
Apparently this is how clothes used to work, before we got so obsessed with chucking stuff out.
At the moment you can fuel your browsing with a cup of Rushmore cold brew ($4 a cup), but the guys are also planning to open a cafe in the next few months. Watch this space.
Speaking of space, Marcel and Manuela have turned a few rooms upstairs into a very cosy—and amazingly located—AirBnB. It’s called the Keoma ‘Stay’ apartment, and as you’d expect, it’s basically apartment porn. High ceilings, timber floors, locally sourced artwork and impeccable furnishings. There are two massive bedrooms and enough natural light to grow tomatoes (if, you know, you wanted to).
Next time you’re organising a Brunswick shopping trip, add this place to the itinerary. It’s somebody bottled Fitzroy—in recycled glass, obviously.
Image credit: Mel Desa