FASHION: Footage
Featured in Freestyle Volume 01 2007. Story by Cristian Diaz. Photography by John Churchill.
In todays modernised society the epidemic of mass produced fashion is at an all time high. With as many consumers running off to their local Westfields as there are kids downloading illegal music, the boutique corner store of yesteryear seems to be fading away as fast as Ian Thorpe’s celebrity status. Until now...
Hidden in an elusive crevice of Sydney’s Darlinghurst is a place that shines the beacon of hope for all individualists who refuse franchise orientated fashion. The utopia is called Footage, and it possesses the most essential ingredient that no cashed-up corporate identity can ever buy out, that is customer service that cares.
As the brain child of Phil & Karin, Footage opened on October 2003, and has since become an underground Mecca for customers that crave a fastidious urban style with labels that range from Nike, Adidas, Puma and Vans to Bathing Ape, Billionaire Boys Club (BBC), and Fred Perry.
“Footage started as a sneaker specialty store and
expanded to include clothing labels that complimented the shoes. We have evolved over the years and continue to seek re-invention to suit the needs/demands of our ever changing clientele”.
Phil’s appreciation for retro sneakers came from years of parental fashion-abuse which involved him wearing Dunlop Volleys instead of his favoured pair of Pumas or Nikes. He combined this with his years of retail experience and began the business venture by selling sneakers from the boot of his car. He then settled in to his eclectic Eastern Suburbs store which was entirely designed by himself & Karin.
“We drew inspiration from retro elements. The curved finishes to our cubes, clean lines and colours were deliberate in our attempt to allow the sneakers to do the talking to the intended client”.
But perhaps the most refreshing aspect of the store remains to be its customer service. When I asked Phil if he could name me some of the rumoured celebrities that frequently visit his store, he refused to answer based on the principles that Footage was first established on, that is it doesn’t matter if you’re a celebrity or a regular guy, “our clientele is anyone who wants something different, something that sets them apart from other wearers, regardless of their background or age”.
To find out more about Footage (Sydney, Australia), visit www.footage.com.au
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