Incu is still going strong. The fav address of many a hipster down under, the retailer celebrates its 10th anniversary of dispensing cool style. And as if to treat itself for the occasion, Incu recently opened another outpost, this time at Melbourne’s buzzing QV precinct. The store is located opposite the retailer’s women’s store there, and is dedicated entirely to menswear.
The interior is partly inspired by owners Brian and Vincent Wu’s fav show Mad Men. It’s light and bright, slightly reminiscent of a 1960s office space with wooden flooring, paneling and furniture pieces, all quite literally framed by a band of blue tiles in the window section. The new store is home to popular contemporary men’s brands such as Norse Projects, a.p.c., Hentsch Man, Saturdays Surf NYC, and obviously Incu’s very own Weathered label.