Mutimer

Melbourne Opened 28 March 2026

An internet label's first store, styled like someone's mid-century flat

Mutimer sold only online for years, racking up a following in the hundreds of thousands before ever taking a lease. Now it has one, on Smith Street, and it doesn't look like a shop.

Think Eames lounge chair, a wall-mounted CD player, coffee table books left out for browsing. You're meant to sit down, not just scan racks. Fitting, for a label whose customers already know the clothes from a phone screen.

Good to know

• Launch pieces sell out fast - the Quilted Jacket and Fibonacci Shirt went first at opening.
• It's near the top of Smith Street, past the Alpha60 outlet.

308 Smith St, Collingwood VIC 3066 © OpenStreetMap

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