Ryder may have moved, but the brand hasn’t lost its Australian accent. On the front doorstep, picked out in tiny hexagonal tiles, are two protea flowers and the word “G’day”. It’s a beautiful touch. We’re seriously considering one for the office...
Ryder (in case you didn’t know) is a local fashion boutique from designer Penny Brown. It started back in 2012 as an off-shoot of the now defunct Arabella Ramsay label. Brown kicked off an online store, then a boutique on High St in Armadale. Now the brand has moved to the backstreets of Cremorne. That’s the retail equivalent of moving from Park Avenue to Brooklyn.
“The old store was lovely,” says Brown. “But it never felt like ours. With this space we had a chance to put our stamp on it. It feels more like home.”
And it is beautiful in here. A huge, floor to ceiling glass frontage means tonnes of natural light. Preppy, vintage-esque, denim-heavy pieces line copper wracks, and there’s even a design room and office visible out the back. A few mood boards hint at next season’s collection. “I wanted people to be able to see my process,” says Brown.
Check out Ryder’s online store to get a feel for the brand. There’s a retro-throwback feel to a lot of Brown’s designs, but look closer and you’ll spot the nods to traditional Australians. Brown says the online shop is still where the bulk of orders originate, but there’s no substitute for dropping in and having a chat.
“The physical store is important,” she says. “It means people can come in, try things on. See if they fit. I can talk to them about the designs. They can also return or exchange pieces here.”
So how to find the new Ryder? Head down Balmain St and into Cremorne’s suburban warren. The new store is on Cubitt St, just opposite the carpark. Just look for the big “G’day” on the front doorstep.
Image credit: Jenna Fahey-White