Blending the worlds of surf, streetwear and golf, RIVVIA Projects is set to launch a flagship store in its hometown of Newcastle. Founded by Australian professional surfer and Olympian Julian Wilson and co-owned by fellow local pro Ryan Callinan, the pair have steadily shaped the brand's ethos around apparel, culture and community, captured through clothing collections, collaborations, film projects and live events. Yet RIVVIA Project's debut location is set to become Crumb's second. Opened in April 2025, the standout cafe and bakery quickly made its mark with French-inspired bread and baked goods, prepared with an uncompromising approach to ingredients and technique. With doors swinging open for the first time on Saturday, October 3, this permanent spot follows a two-month pop-up collaboration that went so well, the partnership became permanent. "Newcastle is home. It's where my family and I live and where RIVVIA started, so opening our first flagship here feels really special," says Wilson. "The pop-up with CRUMB showed us how naturally the two brands could exist together and how much people connected with the space. We knew pretty quickly that we wanted to make it permanent and create a home for everything we're building with RIVVIA — from surf, street and golf to films, events and new collections." As for Crumb's owner-operator Ben Richardson, adding a central location to the cafe's Lambton original made perfect sense. "The response to the pop-up made the decision pretty easy," he says. "We loved being in The Junction, and people really embraced having CRUMB here. Making it permanent gives us the chance to create the space properly — opening up the front, adding outdoor seating and creating somewhere that feels part of the neighbourhood." Behind the redesigned space is local practice After Dark Design, who have delivered an expanded retail setting that dovetails with CRUMB's specialty coffee and pastry. With a permanent space to work with, RIVVIA is ready to expand its product range and deliver in-store exclusives, while making the most of collaborations with like-minded brands already in the works. RIVVIA Projects x CRUMB is scheduled to open on Saturday, October 3 at 205 Union Street, The Junction, Newcastle. Head to the website for more information. Like what you see? Subscribe to the Concrete Playground newsletter to get stories just like these straight to your inbox. Images: Sophie Tyler / Lincoln Jubb / Bosko.