Australia – Experimental clothing brand Vollebak is beginning to stock its collections in physical stores – albeit in the world’s most remote locations.
Its first stockist, the Tjukayirla Roadhouse in Australia’s Great Victoria Desert, is considered possibly the most remote store on earth. Run by an Australian couple, the site’s nearest neighbours are 264km away. A supporting campaign film about the launch further explains the reason for choosing this extremely remote, desert-based store.
As a brand known for its conceptual approach to materials and design focused on resilience and longevity, the decision to partner with a series of remote stores reflects its adventure-focused ideals. A blog post on the Vollebak website reads: ‘Our gear is made for anywhere on the planet, from the hottest deserts and densest jungles to the polar ice caps. So it seems right that the last outposts in the wilderness carry our kit.’
While many retailers are making waves in digital spaces, Vollebak’s decision to have a presence in remote physical stores reflects the ideas we explore in Storefront Salvation.