Barbershop and Tailored Streetwear Label Brotherwolf Has a New South Melbourne Flagship Combining Cuts and Clothing
Polish up your grooming and wardrobe simultaneously, as this renowned Melbourne-born brand launches an impressive Clarendon Street location, culminating a decade of new vintage style.
Brotherwolf has been making big moves in 2025, just over a decade since the barbershop and eventual clothing brand launched in Melbourne. In February, the label launched its first retail space on Greville Street, offering a three-month pop-up stocked with tailored streetwear alongside a curated vintage offering. Now, Brotherwolf has just opened its fourth outpost — one designed to marry menswear and grooming.
Following locations in Prahran, St Kilda and Fitzroy, the brand-new South Melbourne spot brings barbering, design and fashion under the one roof. Moving into a 100-square-metre space on Clarendon Street, once the home of a grand bank, Brotherwolf has maintained the building's 19th-century heritage vibe. However, the crew brought Jessica Ellis Studio on board to give the interiors a suitably contemporary uplift.
Stepping through the Boom-era facade, Parquet de Versailles flooring set against timber-clad walls welcomes visitors inside. Plus, the brand's nod to vintage rings through antique oil paintings in gilded frames as skylights flood the vast space with natural light. In the front, it's all about men's grooming thanks to a row of custom-built stations, while a hair-washing station is smartly tucked into one of the original bank vaults. Meanwhile, sleek garment racks and shelving dedicated to the brand's in-house haircare line adorn the rear.
"The South Melbourne store feels like the most refined expression of Brotherwolf so far. It's different in the way it brings everything together under one roof with real intention," says the brand's founder, Pádraig Whelehan.
Whether you're heading along to get a fresh fade or shop the range of wide-leg trousers, heavyweight knits and Cuban collar shirts, Whelehan has big plans for the new location. From in-store activations to limited-edition collaborations, expect creative encounters to take over the flagship spot in the coming months. Now, ten years into its run, Brotherwolf is staying true to its community-driven spirit.
Says Whelehan: "At its core, [the South Melbourne store] is still very much us. The music, the banter, the attention to detail behind the chair — that stuff all remains unchanged. It carries the same DNA as our other shops, just with a bit more polish."
Brotherwolf South Melbourne is now open at 295 Clarendon St, South Melbourne. Head to the website for more information.
Images: Kristoffer Paulsen.
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