Mutimer Collingwood: Bringing a Digital Fashion Brand Into the Physical World

When a brand has built its reputation online, opening a permanent physical store is about much more than finding a place to sell products. It is a statement of confidence, longevity and identity. For Australian fashion label Mutimer, the opening of its first permanent retail store at 308 Smith Street, Collingwood represented exactly that. After six years of growing an international following through social media and a series of successful pop-up stores, founder Jasper Mutimer made the decision to establish a permanent home for the brand in Melbourne.

ONE68 was proud to deliver the fitout of this landmark project, helping transform the vision of the Mutimer brand into an immersive retail environment that feels every bit as considered as the clothing itself.

A Space That Reflects the Brand

Mutimer has never been about loud branding or fleeting trends. Instead, the label has developed a loyal following through understated design, premium fabrics and timeless silhouettes. It was important that the store embodied those same qualities.

Rather than creating a traditional retail environment, the vision was to design a space that felt welcoming, relaxed and authentic. Jasper Mutimer has described the concept as feeling more like "your cool friend's apartment" than a conventional fashion store. The objective was to encourage customers to spend time within the space, browse naturally and connect with the brand beyond simply making a purchase.

That philosophy influenced every design decision throughout the fitout.

Warm timber finishes, restrained detailing, clean architectural lines and carefully selected furnishings combine to create an environment that feels calm, sophisticated and inviting. Mid-century influences appear throughout the space, complemented by curated books, artwork and objects collected from previous Mutimer campaigns. Comfortable seating areas, thoughtful lighting and residential styling soften the retail experience, making visitors feel immediately at ease.

Precision in Every Detail

For ONE68, projects like Mutimer demonstrate that exceptional fitouts are often defined by restraint rather than excess.

The success of the space lies in its subtlety. Every junction, finish and transition needed to feel effortless. Rather than competing with the clothing, the interior quietly supports it.

Our Melbourne manufacturing team handcrafted much of the bespoke joinery for the project, ensuring every element met the high level of craftsmanship expected throughout the store. Clean lines, softened edges and carefully considered proportions contribute to an environment that feels refined without appearing overdesigned. The result is a space where materials, light and texture become the heroes.

This attention to detail reflects ONE68's broader approach to fitout delivery. Whether working on luxury retail, hospitality or workplace environments, our objective is always the same: execute every component with precision while remaining true to the client's vision.

The Importance of Physical Retail

The Mutimer project also highlights an important shift occurring across retail.

While ecommerce continues to grow, successful brands increasingly recognise that physical stores offer something digital platforms simply cannot. They allow customers to experience products first-hand, engage with the brand emotionally and build lasting trust.

For Mutimer, this was particularly significant.

Despite achieving remarkable online success and building a social media audience exceeding 400,000 followers, Jasper Mutimer has openly acknowledged the perception that many digitally native fashion labels are simply "Instagram brands". Opening a permanent store provides tangible proof of the brand's long-term commitment and gives customers confidence in both the product and the business behind it.

The physical environment becomes another expression of the brand itself.

When thoughtfully executed, a retail fitout communicates values before a customer even touches the product. Material selection, lighting, spatial planning and craftsmanship all contribute to that first impression.

Construction That Supports Design

A successful fitout depends on much more than quality finishes.

Projects such as Mutimer require close collaboration between designers, clients, project managers, manufacturers and construction teams to ensure every design detail translates seamlessly into reality.

From bespoke joinery and material coordination through to installation and finishing, each stage demands meticulous planning and execution. Delivering refined spaces often means solving complex construction challenges while ensuring the finished result appears simple and effortless.

At ONE68, our integrated approach enables us to manage these details from start to finish. Our experienced project management team works alongside our manufacturing facility and trusted trade partners to maintain quality, programme and consistency throughout every phase of construction.

Built for Longevity

Although the Mutimer store has attracted significant attention for its design, perhaps its greatest success is that it doesn't feel like a temporary retail trend.

The interior has been created with longevity in mind.

Its restrained material palette, timeless detailing and carefully considered layout allow the clothing to evolve over future collections without the space feeling dated. This alignment between architecture, interiors and brand identity creates an experience that will continue serving both customers and the business for years to come.

It is precisely this type of long-term thinking that defines successful commercial fitouts.

Rather than chasing short-lived design trends, projects should create environments that remain relevant, functional and authentic well into the future.

Inspired by Possibility

At ONE68, we believe the most successful fitouts are those where construction becomes almost invisible. Every detail has been carefully considered, every finish expertly executed and every decision made in service of the client's vision.

The Mutimer Collingwood store is an excellent example of this philosophy in action.

Warm, welcoming and quietly confident, it demonstrates how thoughtful craftsmanship and meticulous project delivery can help transform an online fashion label into a lasting physical destination.

As Mutimer embarks on its next chapter, we are proud to have played a role in bringing that vision to life.

At ONE68, we are inspired by possibility.