The Fitzroy store required an evolution of the Nudie Jeans retail experience within a compact footprint, balancing the retention of existing elements with the integration of new circular design initiatives. The brief called for increased flexibility in storage and display, while continuing to express the brand’s commitment to sustainability and repair through a refined, contemporary lens.
Grounded in the brand’s circular ethos, the design explores innovative material reuse, transforming discarded denim and sand waste into custom tiles applied across key touchpoints including the sewing table, display surfaces, and point of sale. These tactile elements elevate waste into crafted features, embedding sustainability directly into the spatial experience.
A warm terracotta palette was introduced to contrast and accentuate the denim, while subtly referencing Fitzroy’s local creative culture through graphic interventions. A dedicated denim wall showcasing selvage pieces acts as a visual anchor, celebrating wear, repair, and longevity. Natural timber, layered textures, and integrated detailing soften the industrial shell, while a prominent front-of-store repair station reinforces the brand’s “repair forever” philosophy—resulting in a considered, authentic retail environment that reflects both responsibility and craft.
Project owner: X+O
Interior Designer: Kristine Vibar