Who Boutique is the family-run Melbourne store stocking a curated selection of international designers
“Funky and fresh, and an antidote to the stock-standard brands.”
Fashion has been an intrinsic part of Tali Zevi’s life since her parents opened their clothing store, Whofish Boutique, back in 2001. Encouraging Melburnians to break away from the expected outfit palette of black and grey, Whofish offered a selection of pieces designed to help shoppers get out of their comfort zone.
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Now, over two decades on, Tali runs Who Boutique alongside her mum. While the store is still focused on playful, vibrant pieces, Who Boutique is now the home of European-cool designers like Stine Goya, Baum und Pferdgarten and Gimaguas. Tali and her mum believe in high-quality clothing that doesn’t take itself too seriously. After all, “it’s meant to be fun,” Tali says. Read on to learn more about the Who Boutique story.
Tell us about you. What’s your fashion background?
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I feel like fashion was just always a part of my life – my parents opened the store in 2001 when I was six years old. My brother and I would spend most weekends in the back of the store running amuck amongst boxes of clothes, eating hot chips while my parents worked really hard to build their business.
As I got older, I started to join Mum at buying meetings, I got to understand the buying process more and was able to start building my own style with the pieces in Mum’s store. It was a second wardrobe for me!
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When I finished high school, I studied creative direction and styling, working for big businesses such as H&M and Zara… This definitely made me realise what a great opportunity I had to work alongside my parents and share my own spice and personality.
How did the store get started? Talk us through the process and the challenges.
In 2001, my parents opened Whofish boutique on Carlisle Street, Balaclava. They held labels that catered to both men and women such as Levi’s, Ben Sherman, Diesel and Ksubi… They aimed to serve an audience who wanted to differ from the standard status quo in Melbourne at that time, [an audience who] wanted to wear clothing that was a little bit different and were happy to experiment.
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… The Melbourne uniform was still the stock-standard black, grey and beige tones – Mum would always be one to wear the colour, which we have carried through the business over the past 25 years. We continue to… push our clientele to step outside of their puffer jackets and exercise leggings, whilst maintaining the importance of comfort – we all value that in Melbourne.
In 2019… I [decided I] wanted to take a bigger part of the business. I wanted to still remain true to our loyal, long-standing customers while opening the door to the new generation of daring shoppers.
How would you describe your store to someone who’s never seen it before?
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I would describe Who Boutique as funky and fresh, and an antidote to the stock-standard brands. We predominantly work with European labels, majority Scandinavian, who we admire for continually pushing the boundaries of colour and shape.
When you step in-store, it is a very laid-back shopping experience. I know how uncomfortable shopping can be, so that was a massive thing for me. I want people to feel comfortable and not under pressure. As it is family-owned, Mum and I are on the floor together and we buy together – we really do stand strongly behind the pieces we stock because we love them (and wear them too).
What are you most proud of in your work on your store?
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Firstly, I’m proud of what my parents have created and how they continually build this brand, despite the ups and downs that they have faced. It is not an easy industry, [it is] one that is constantly changing and the fact that it is still standing after 25 years is a testament to that.
Secondly, I am really proud of the rebrand. I feel that it has hit the mark on bringing Who Boutique into a new era whilst remaining loyal to our standing customers and welcoming new ones. I do really hope that I can also continue the business for another 25 years.
What do you wish you knew when you started?
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I would watch my parents from afar, but I never truly understood how difficult it is to run your business and have to learn from your own mistakes, which can be a difficult hurdle. But it has ebbs and flows, just like everything else.
… At the end of the day, it’s just clothes and it’s meant to be fun. We are still sales assistants and Mum always told me to stay humble, and not get swept up in the perception of this industry.
What about the Australian fashion industry needs to change?
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I think in Australia, we have an issue with sizing. I have customers… who struggle to find something for themselves. They are flustered by the smaller sizing, cut-out designs and clothing only built for size four models. There is nothing worse than not feeling comfortable enough to come out of the changeroom.
Sustainability is another issue that can fixed. We receive pieces from our European labels that use recycled polyester and other recycled materials (such as plastic bottles) that still look and wear great. I think Australia does fall behind in meeting those standards.
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It also comes down to educating the shopper on the fact that yes, some pieces can be quite pricey, but for the lifetime it will give you, it is worth it. I still go through Mum’s wardrobe and borrow pieces that she had in the store from 20 years ago.
We pride ourselves on items that stand the test of time, are long-lasting and don’t contribute to landfill and I think that there could be more pieces by Australian designers that fit this mould.
Dream Australian collaborators?
I really enjoy working with small, Australian-based stylists, photographers and influencers – it’s really important to build each other up! We are always open to hearing from like-minded creatives.
Go-to dinner party playlist?
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Well, I’m a girlie like the rest of us, so it would have to be Sza – all day, every day… [and] anything in the realm of Lauryn Hill and Jorja Smith.
How can we buy one of your pieces?
We are open six days a week in Hawksburn Village or if you can’t make it in, our shop is always open online!
You can explore the Who Boutique collection here, and if you’re in Melbourne pay a visit to the store at Shop 3/1216 High Street, Armadale.
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