Assembly Label Expands Its Minimalist Clothing Empire to Sydney's Eastern Suburbs

Since opening just six years ago, Assembly Label has made incredibly speedy progress. This month, the much-adored clothing brand launched yet another retail space, bringing its total to seven. Paddington's got the goods this time and, as Assembly fans might've come to expect, the store is minimalist and light — just like the garments hanging on the racks.

"Drawing a direct parallel to the brand's pared-back approach to clothing, the design uses a minimalist palette of natural materials to create an inviting and airy space that feels more like a living room than a traditional retail environment," said architect Christopher Granville of Darlinghurst-based CM Studio, who worked on the design with business partner Megan Burns, in collaboration with the Assembly Label crew and furniture makers Mr and Mrs White.

For those looking for summer gear or keen to spend some post-Christmas cash inside, you'll find this seasons' clothing range, as well as a handpicked selection of accessories and homewares.

Paddington's appeal lies in its location for Assembly Label co-founder Damien Horan, including its history as a premium shopping precinct and sense of community. "We're very much at home amongst the terrace-lined streets, galleries, pubs and cafes," he explains. "Oxford Street itself quite literally forms a bridge between the city and the beach, which is a clear reflection of Sydney's cosmopolitan and coastal lifestyle — something that resonates directly with our brand and our customers."

Find Assembly Label's Paddington store at 262 Oxford St, Paddington.