MM: What convinced you to open a menswear boutique?
NL: I opened Icarus Store based on the observation of a lack of inspiring clothing stores currently on offer to male shoppers in Sydney or even Australia. I felt that Sydney was missing a dedicated menswear boutique catering to savvy male shoppers who appreciate well crafted clothing and are very much “quality over quantity”.
^ Various views of Icarus’ enticing shop window
What’s your professional background? Have you always been in fashion?
My background has been in finance working for a large consulting firm however I’ve had a lifelong ambition of owning my own store. Although I don’t have any fashion industry experience per se, there’s always been an interest and I hope to bring a different and fresh perspective to retailing in Sydney.
^ Inside the store. Someone feature this in a visual merch. how-to book now.
MM: What sets Icarus apart from its competitors?
NL: From the moment you step into the store, you won’t feel any pressure to buy anything. We aim to offer friendly and personalized service which is a rarity to find these days. In addition, I see Icarus as a relaxed and laid back store environment where everyone is welcome to hang out and shoot the breeze.
MM: I hate to use the term ‘must-have’, but is there a particular item you’d strongly recommend for AW10?
NL: My favourite menswear designer at the moment is Patrik Ervell. His clothes are very non-showy which is why I probably identify with it. The piece I’m looking forward to most in the collection is the Field Coat – his take on the iconic M-65.
^ The exposed brick wall serves as a reminder of what previously occupied the store space – a period terraced house, amaze, no? Craving the ecru canvas Commune de Paris tote on the right.
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Icarus Store is at 42 Reservoir St, Surry Hills, NSW 2010, Australia. If you’re not in the area you can stock up on all the indie designer goodness at Icarusstore.com