Up There Store

Up There Store was founded in 2010 in Melbourne by Adrian Trajkovski and Donny Hellawell as a small streetwear-and-sneaker boutique on Flinders Lane in Melbourne's CBD before expanding into one of the defining Australian streetwear retail operations of the post-2010 era. The Up There premise—that Melbourne could be the editorial reference point for a globally-relevant streetwear conversation—proved out commercially through the 2010s and led to the brand's expansion into a larger Flinders Lane flagship plus a robust e-commerce program that distributes across Australia, New Zealand, and the broader Asia-Pacific region. The Up There Store vocabulary built up around a tightly edited mix of American, Japanese, and European streetwear and sneaker brands: Carhartt WIP, Stüssy, Norse Projects, Aimé Leon Dore, Wood Wood, Engineered Garments, Comme des Garçons Play, plus the broader American and European designer-streetwear pipeline. The store's curatorial discipline—small drops, tight quantities, ongoing seasonal programming—built a customer base that treats Up There releases as collector territory rather than retail product. The brand's editorial content—the Up There journal, the brand's lookbook program, and the ongoing collaboration projects—give the operation an editorial voice that distinguishes it from peer-class Australian streetwear retail. Up There operates from its Flinders Lane Melbourne flagship plus its e-commerce platform that distributes globally to the international Australian-streetwear-curious customer network. The brand's collaborations with Nike, New Balance, Asics, and the broader American and Japanese sneaker pipeline have anchored the brand's identity inside the global sneaker culture conversation, with Australian-specific colorways and capsule programming routing through the broader retail ecosystem. For Melbourne and broader Australian streetwear-and-sneaker customers building a curated wardrobe through the post-2010 era, Up There has been one of the defining boutique retail anchors alongside Highs and Lows, Incu, and the broader Australian curated streetwear retail network.