“One big love letter to independent fashion”: A look inside the new Error404

Welcome to the neighbourhood.

It’s safe to assume that if you’re interested in fashion and live in Melbourne’s Inner North, you’ve shopped at Error404. Originally founded by designer Kacy Heywood back in 2020, the store established itself as a destination for the most exciting, emerging Australian designers and a hub for the creative community in Naarm.

This December marks the start of its new chapter. After five years, Kacy has stepped away from Error404 to focus on her own label, putting the store in the capable hands of Ben Tambyah and Aden McLeod, co-founders of Sucker. “For five years, Sucker and Error have been orbiting each other from opposite ends of Fitzroy – two stores, one shared mission – to support, uplift, and platform independent designers,” Ben and Aden shared in a recent announcement.

Discover more up-and-coming local designers in our Fashion section. 

Friday night was cause for celebration, as the pair unveiled the new Error404 on Johnston Street, now the top floor of a light-filled, two-storey space they describe as “one big love letter to independent fashion.” Stocking over 100 different labels from Australia and beyond, Sucker and Error will continue to run as their own entities, now with just a staircase between them.

“We’ve always loved what Error404 stands for and how it supports independent designers,” says Aden, its new co-owner and director. “Taking ownership gives us the chance to create a hub where both stores can operate side-by-side, serving their audiences while still both doing their own thing.”

Paris Astley, the store’s brand buyer and liason, has been with Error for almost two years and says the new ownership is “definitely a big change, but an exciting one.” She joins Xiu Tan, who’s stepped in from Sucker to be the new store manager. “I’ve always seen Error404 as a space that serves creatives as well as the queer community of Naarm,” Xiu adds.

That was obvious at the launch party on Friday night. Friends, fans, designers and artists, staff and collaborators all gathered to celebrate five years of both spaces, and the re-opening of Error404. We popped in to check out the new digs and chat with the team about what this new era looks like.

Fashion Journal: What was the process like putting the new store together? Talk us through the highlights and challenges.

Aden (co-owner): For us, it’s been one of the funnest parts – designing a space and having a bit of a break from the mundane parts of running a business. It’s been fun collaborating with the team to create a space we all love. The quick turnaround has been the biggest challenge, but it just meant we’ve had to push for things to get done and it’s been all hands on deck.

Who did you collaborate with to bring the store to life? 

Aden: Everything has been done in-house, with help from our builder, from designing the space, the visual merchandising, to the e-Comm and buying. That’s always been our way of working and we love keeping things close to the team. We’ve all walked out covered in dust the past few days!

Collaborating with [local artist] Mark Chu on a painting was something we were genuinely excited about. We really wanted a permanent piece that captured this moment for us, and Mark has been someone we’ve wanted to work with for a long time. As soon as it arrived, we hung it straight up, it feels really special to have this milestone documented in that way. 

Paris (buyer): To celebrate the re-opening, we have florals by our friends at Xflos, music by Mirasia and drinks from Pals, Better Beer and Yumbos.

How will Error404 and Sucker work together, and how will they remain separate? 

Xiu (store manager): Sucker and Error404 will continue operating the same way they always have, the only difference now is that we will be under the same roof! Instead of being seen as ‘competitors’ with overlapping brands, now brands will only be stocked by one or the other, allowing each store to further develop their own identities. 

Are you welcoming any new designers or new categories into the mix?

Paris: Error404 will always be home to an array of fashion, footwear, books and art. We’re keeping the buying true to Error’s identity while introducing a few new brands to spice up the racks. We’ve been focusing on expanding our international brand selection and we’re really excited to welcome back names like Isa Boulder, Gabe Gordon, and Taottao in the new year.

We’re also thrilled to have local brand Club Venus returning, with their collection available in-store now! There are a couple of new brands coming but we’re keeping our lips closed for now…

What is your favourite feature or area in the new store?

Paris: The huge windows overlooking Johnston Street are definitely a favourite, they let in the most beautiful natural light. We’ve added floor-to-ceiling curtains throughout, which really elevates the space, and we’ve kept a few iconic pieces from the old store so it still feels familiar and connected to its past.

Xiu: I really love the curved lines of the racks. Error404 has always had soft design elements and we wanted to carry that through into the new space. There’s a Taoist idea about ‘softness overcoming hardness’ that inspired those curves, letting a gentleness flow through the space and allowing the pieces themselves to speak.

Error404 has always had a way of nurturing local talent in the fashion, music and arts space by putting on events. Is this something your customers will continue to see? 

Aden: Absolutely. We’ve always loved Error404’s emphasis on community and the way the store has created space for local talent. That’s a huge part of Error’s identity and it’s something we’re really committed to continuing. Being in the heart of Fitzroy and now having a larger space means we can keep expanding on that energy and hopefully bring more of it into Sucker as well. 

Lastly, what makes the creative scene in Fitzroy so special? 

Xiu: Ever since working in Fitzroy, it’s always felt incredibly diverse and full of like-minded people. Over the past year we’ve seen more pop-up spaces opening that smaller brands have been able to use, which has brought a really broad mix of customers into the area, and pushed the creative energy even further.

As a POC and queer person, this part of Naarm has also always felt like a place where community naturally gathers. It really facilitates connection with people who share similar values and experiences. 

Find the new Error404 upstairs at 63 Johnston Street, Fitzroy or shop online here.