Melbourne-based menswear label 'Flux' was founded by graphic designers Denis and Julian in 1999. It began as a small operation, created from a bedroom in Richmond over Vietnamese meals and a few printed t-shirts, and grew over the years. Today, Denis and Julian have a storefront on Smith Street in the heart of Fitzroy and their label is stocked at over 50 boutiques and stores in Australia, the U.S., Singapore, Tokyo, and Europe.

Denis and Julian’s brand is rooted in a shared passion for punk-rock and design. “We just make clothes that we like to wear,” says Julian. Denis describes the brand as “a bit dirty, a bit rock-and-roll,” and says their style is constantly changing - hence their store name,Flux.

Denis and Julian grew up in Melbourne, and they’ve seen the city evolve over the years. At their current store location on Smith Street in Fitzroy - the “most up-and-coming cool street in Melbourne,” according to Denis - Flux stands out amidst rows of coffee shops and record stores. Their customers, who range from young, fashion-forward teens to “Fitzroy dads”, value the local aspect of their business. All of the products in the store are designed and coordinated by Denis and Julian and made in Melbourne.

Store owners Denis and Julian. 

With the reclaimed wood details, the fireplace, the mounted deer antlers, a record collection, and a football, Flux feels like a cross between a retail store and a boy’s club. “We like our customers to come in and be a part of the family,” says Denis. “We look after our kids, they’re good friends.”

Julian and Denis also hold occasional events and live music performances in their store. If you don’t live in Melbourne, you can still shop at Flux - they’ve run theironline store for over a decade.

GorillaLab worked with Flux to integrate its retail Point-of-Sale system and their Shopify platform. Learn more about our client's workhere.