The first day of May had a lot of happening in dear old Perth; Oscar Key Sung at The Bird, Pete Rock AND DJ Premier at Capitol and, the Perth store opening launch party of Melbourne-based label Alpha60 on King Street. Alpha60 comes from a brother-sister team who decided to open a store on the West Coast thanks our expanding cultural scene and due to a high number of their online sales coming from Perth.
The store is certainly located in good company; across the road from the Highs and Lows, Billie & Rose and Uncle Joe’s Mess Hall and next door to whiskey bar, Varnish on King. That particular end of King Street – close to Wellington Street – has flourished in the past months and provides a cool alternative to the “heart” of King Street where Chanel, Prada and Louis Vuitton are located.
Alpha60 celebrated with a low-key soiree where the Margaret River wine and Coopers beers flowed and the Uncle Joe’s Mess Hall food stayed relatively untouched. It looked appetizing but I had eaten a whole pizza earlier. No lie. I don’t know what everyone else’s excuse was.
The store’s decor is minimalist, fitting with the label’s styling, despite the two massive Goth-inspired portraits hanging behind the counter. Humongous glass windowpanes, high ceilings and wooden floorboards are a common feature in King Street shop’s styling and Alpha60 is no different. Though it’s certainly a played out look, it works for the stores and if it ain’t broke why fix it. Alpha60 continues simple styling with stainless steel framing for decor and clothes hangers and white freakishly realistic skulls.
The label offers a variety of apparel in timeless shapes and styles in sturdy but comfortable fabrics at … prices. Look, I personally couldn’t afford to shop there regularly, but there is certainly and obviously a market in Western Australia. Definitely there are pieces in the most recent collection I saw in store that would be worth splurging on as they would stand the test of time, which is what makes Alpha60 so great. It’s high-end fashion without pretention.
Alpha60 is located on 69 King St, Perth.
Check the website for the AW14 collection.
By Kylie de Vos