Meet the Hyde Park boutique rivalling fast fashion.
For more than three decades, family-run boutique Sydney Street has been a benchmark of style for Adelaide’s fashion set.
Located on Unley Road in a stately heritage building, the store, which stocks brands sourced from across Australia, USA and New Zealand, has been a fashion destination for generations of women.
“We focus on stocking pieces that are effortless, timeless and ageless,” says Jane Rodger, who co-owns the boutique with her husband Simon.
“We don’t chase fast fashion trends that disappear each season. Instead, we offer a range of high-quality designs that are wardrobe staples.”
More than 60 labels can be found at Sydney Street. “There’s something for everyone,” says Jane, who also has three decades of experience as a buyer and merchandiser.
Both mothers and daughters frequently find fashion that complements their individual tastes and styles; the Unley Road boutique (and online store) is Australia’s leading stockist of the famed Not Your Daughter’s Jeans (NYDJ), which are designed to flatter every figure and feature exclusive lift tuck technology that gives you that ‘look-one-size-smaller’ fit.
And, with the arrival of Spring, Sydney Street’s store floor has now transformed into a world of bold colour, prints and timeless designs. Some of the brands that have caught customers’ eyes this season include LOLA for their bohemian printed dresses, New Zealand label Loobies Story, the chic Melbourne-made brand 365 Days, and Adelaide’s own style maker, Brave + True.
“Sydney Street customers want affordable, versatile, stylish clothing that can be dressed up or worn casually with sneakers,” says Jane. “We listen to our customers’ needs and source items where possible. It’s a store for everyone.”
It’s this ability to tap into customers’ innate sense of style, coupled with the owners wealth of experience, that sees Adelaide’s fashion set return to the store season after season. And besides, Jane says helping people feel confident through clothes is what Sydney Street is all about.
“Success to me is happy customers that love the experience of shopping in our store, love the clothes they walk out with and want to come back again throughout the season.”
COMMUNITY FOCUSED
Sydney Street takes part in regular community events and philanthropic endeavours. Each year, the store hosts artwork during SALA and sponsors the Sturt Football Club’s Ladies Day, as well as holding a regular stall at the Gathered Markets. This October, the boutique is again taking part in the annual Frocktober fashion show fundraiser for ovarian cancer research, hosted at the Burnside Ballroom on October 29.
Sydney Street
310 Unley Road, Hyde Park
08 8465 6600
sydneystreet.com.au
South Australian Style Magazine 