Fashion

Two Minutes With The Standard Store

By Ellie Schneider - 24 Sep 2014

An eclectic hub of international and emerging designers, The Standard Store has become a Surry Hills landmark. Headed up by clever duo Nicola and Orlando Reindorf, the shop is all about curated, minimalist style, far removed from the chain stores that dominate Sydney's streets.

Housed within a converted old laundromat, on the shelves you'll find a mix of cult clothing and lifestyle labels including Sweden's ATP, London house You Must Create (YMC) and Saturdays Surf NYC. There's also an evident love of France, with staples from Sessùn, Armor Lux Breton, Kitsuné and AMI - Swoon.

As you might presume, Nicola and Orlando are anything but your standard husband and wife team. Between hunting down quality pieces abroad, supporting local artists in Sydney and opening up a new store on Melbourne's Gertrude Street, we were lucky enough to take five with the globetrotting couple to talk new trends, wardrobe essentials and just whom we should be keeping an eye out for.

TUL: So let's start at the beginning. What inspired you to start The Standard Store?
Nicola and Orlando: After years in wholesale we had begun to feel frustrated with the lack of representation of these great brands in Australia, so we thought we could give it a go! And really we needed a legitimate excuse to travel a bit more.

TUL: What does your typical day involve?
Nicola and Orlando: We are a small business so we are very hands on. It starts with emails as soon as we wake up, as a lot of our business is done overseas, a long dog walk to workshop ideas, then it can be anything from working the shop floor, getting deliveries out to Melbourne, doing orders or going over budgets, its always very busy.

TUL: Congratulations on your first Melbourne outpost. How are you settling into the new home on Gertrude Street?
Nicola and Orlando: We are loving having our second store, thanks to Jen Booth our manager, she is amazing. I am sure the Gertrude Street locals would say she is very much one of the gang down there!

TUL: What are some of the key trends for spring?
Nicola and Orlando: All our buying is done in the same season as the northern hemisphere so the deliveries that are coming in now are autumn/winter for our summer. But lots of labels are now doing pre-collections so we get an injection of spring/summer just before December. I am seeing a lot of cupro being used as a fabric, and quite a lot of oversized cuts.

TUL: And for the fellas?
Nicola and Orlando: It's going back to a cleaner look, simple, a bit preppy, and dare I say it norm core.

TUL: What are your wardrobe essentials this season?
Nicola and Orlando:

-    Oversized Ezra pants by studio Nicholson
-    A tulle skirt by Carven for the party season
-    A cobalt blue fedora from Parisian label Etudes
-    Spektre Sunglasses with mirrored lenses


TUL: Which local designers have you got your eye on at the moment?
Nicola and Orlando: We have picked up Dress Up, a local Melbourne label because it fitted in with our aesthetic and it is a southern hemisphere brand, which we needed!

TUL: Where do you get your fashion inspiration?
Nicola and Orlando: Instagram… It's all there.

TUL: Favourite places to shop around the globe?
Nicola and Orlando: Dover Street Market in London, Chiltern Street in London, Le Bon Marché in Paris is a one-stop shop. We were just in Tokyo and that blew us away, as far as good retail experiences, the shops were amazing.

TUL: And back in Sydney, what are your favourite haunts?
Nicola and Orlando: I never get to go shopping in Sydney because I am always in my shop!

TUL: Best spot for a bite to eat?
Nicola and Orlando: We just went to Cho Cho San the other night that was great. Ester is fantastic as well!

TUL: And for a drink?
Nicola and Orlando: Nothing like a good bottle of red wine at home with friends and family!

Image credit: Kit Baker

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