A first look inside Briar Will’s Melbourne brick-and-mortar store

“A melting pot of memories and fantasies.”

Briar Griffiths-Kemp, the Melbourne-based designer behind Briar Will, is officially opening the doors to her first-ever brick-and-mortar store this weekend. Based in Reservoir and a stone’s throw from Preston market, the boutique has, in her words, “a strong sense of character without feeling congested”.

It’s fresh and airy, yet incredibly sleek. “We wanted it to feel immersive and be somewhere people could come, linger and relax,” Briar explains.

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Fans of the label will know if you’ve wanted to try on a pair of her signature trackpants IRL, there are only a limited number of local stockists, like Error404 in Melbourne and Kissing in Sydney.

However, this marks a turning point in the evolution of the label – a space where customers can try on the garments, feel the materials and talk to the team directly about the clothing. “We wanted to build an environment where community could form, where people could slow down and experience the brand properly.”

The opening also coincides with the release of Briar Will’s latest collection, Earth Party. As well as its signature styles, like the Bailing tracksuit pants, the range features new finishes, silhouettes and an expanded size range. “We wanted to push beyond those boundaries by introducing new techniques such as dyeing, upcycling, yardage printing and over-printing,” Briar hints.

Alongside a launch party this Friday, on May 22 (with an open invitation!), the collection will be available to shop exclusively in-store this weekend, before dropping online next week. Below, we speak to Briar about how the store came to life.

Fashion Journal: Congrats on your first brick-and-mortar store! Why was a physical space important to you?

Briar: So much can be lost in translation when a brand exists solely online. Clothing is such a tactile experience, and we wanted to create a space where people could interact with Briar Will in person, try the garments on their body, observe the intricate prints, feel the materials and speak with us directly about the processes. We wanted to build an environment where community could form, where people could slow down and experience the brand properly.

How would you describe the store’s aesthetic?

Sleek, vibrant, fresh and comfortable. The space is a direct reflection of the brand – expressive yet refined, energetic while still feeling grounded. We wanted it to feel immersive and be somewhere people could come, linger and relax.

Who did you collaborate with when bringing the store to life?

We were lucky enough to work almost entirely with our talented friends and family to bring the space together. We were working within a pretty tight budget, so it became an exercise in being resourceful while still creating something that felt elevated, thoughtful and welcoming.

What do you like about the area?

We’re in a really sweet pocket of Reservoir, right on the cusp of Preston, with the market only a short stroll away. The area has so many neighbourly gems and a strong sense of character without feeling congested. There’s room to breathe, observe and chill. It feels like a destination, somewhere people can intentionally spend time in rather than simply pass through.

Tell me a little about Earth Party 2026. How is the collection similar and how is it different from your previous work?

Earth Party is an amalgamation of textile processes and experiments. Every garment has been approached with deep consideration and hands-on intensity. In previous collections, we worked primarily with sublimation printing (a digital heat-transfer process).

With Earth Party, we wanted to push beyond those boundaries by introducing new techniques such as dyeing, upcycling, yardage printing and over-printing. The collection still carries familiar Briar Will signatures, but it expands the world through new finishes and silhouettes. And two additional larger sizes!

Photography by Costa Virtanen

What was the inspiration behind the Earth Party and who do you envision wearing it?

Earth Party is a melting pot of memories and fantasies. It feels like a kaleidoscope of colour and texture suspended somewhere between reality and a dream. The embodiment of dancing beneath a fluorescent sky, euphoric flashbacks and moments of liberation. We envision it being worn by anyone, in any mood. For people who want to wear something expressive, spirited and comfortable, whether they are doing the most or nothing at all.

Can you describe it in three words?

Electric, high and optimistic.

Photography by Costa Virtanen

When can people visit?

The collection will be available exclusively at our store launch this Friday, May 22 from 6pm to 9pm. We’ll also be open Saturday and Sunday from 11am to 5pm.

After the launch weekend, our regular opening days will be Thursday through to Saturday. Everyone is welcome to come by, experience the space and celebrate with us!

Find more from Briar Will here.