A look at local clothing line Alpha60

Melbourne based label, Alpha60, emulates the best of Melbourne urban culture, local artists, and retro style in their quirky, yet sophisticated clothing line.

Brother-Sister duo Alex and Georgie, the visionaries behind Alpha60, launched their line in 2005. In the 12 years since, it has emerged into a label known for its unique style and themed colour scheme each season.

Meg Dunn, a retail assistant currently working at the Alpha60 men’s concept in store in Fitzroy fell in love with the brand that suits all ages and wears the line herself.

“What I love about this line is that it incorporates Melbourne style as well as designs from local artists.”

“I am the oldest member but I love it here,” she said.

The line at Alpha60 Brunswick Street, Fitzroy. Photo: Zathia Bazeer

Alpha60 aims for minimalism and sophistication with a hint of quirk, and rather than following trends they intend to set them.

Susan Bag, who has been working with the brand for five years wears the pieces to experiment with style and step out of her comfort zone.

“When I lived in London [Alpa60] was one brand I missed shopping at. The brand is style based not trend based and is particular to Melbourne.”

The brand is in its 13th year, with an Alpha60 concept store, which incorporates minimalist and monochrome pieces, opening last year in support of St Paul Cathedral.

The brand is known for its suitability for all ages and sizes, and its gender neutral pieces, which have been part of its signature style long before Vogue’s gender fluid cover with Gigi Hadid and Zayn Malik.

“There is something for everyone, [it] isn’t very girly or very androgynous,” said Susan.

In addition to a successful line and strong following, Alpha60 has had successful solo shows at Australian Fashion Week and Loreal Melbourne Fashion Festival. The brand has showroom’s in both Paris and New York and is a two-time finalist of the  Tiffany and Co. Designer Award.

With an outfit displayed in the National Gallery of Victoria’s 200 Years of Australian Fashion Exhibition in 2016, Alpha60 is making a notable mark internationally and at home in Australia.

Written by Zathia Bazeer. 

Zathia Bazeer

Zathia Bazeer is a 'Melburnian' currently studying Public Relations at RMIT University. She is passionate about issues related to race, religion and women's rights.

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