Let’s go back to the start. While it was founded in 1998 by Brett Gronow, for many, the DUST concept only appeared on Melbourne's radar with an August launch party. This enigmatic event, showcasing DUST’s space, inaugural fragrance and a matching piece of original music by experimental musician Robin Fox, left many in attendance curious about what they’d experienced. On Saturday, DUST opened its doors to reveal a “pre-collection” and light was finally shed on the project.

An unusual new label and retail store, DUST offers an eclectic range catering for a very niche audience. Branded as a “multi-sensory concept label”, the idea is to stock products that appeal to each of our five senses. Descending into the store, which sits adjacent to Izakaya Den, the first thing you’ll notice is the ultra-futuristic interior. Designed by SIBLING (which has also created interiors for Kloke and PAM), the space is bright and sterile-clean, boxy with mirrors and white structures. Clothing racks take up much of the store and are currently limited to housing DUST’s annex range of long, short and sleeveless black and white t-shirts, made of heavy Japanese cotton.