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Sydney’s fashion capital: Capital L

Located just off Oxford St, Capital L is a treasure chest full of hand-picked fashion gems from the crème de la crème of Australian designers for guys and girls, as well as their affordable but adorable in-house brand, pleaselouise. The line-up includes Marnie Skillings, Shakuachi, Lover, Saint Augustine Academy, MyPetsQuare, Something Else, Life with Bird, Andrea & Joen footwear, Karen Walker sunnies and Elke Kramer accessories, to name a few. Testament to its coolness, Kim Gordon even picked up a dress or two there during Sonic Youth’s last Australian tour. Really, you can’t argue with that. We chatted to the owner, Louise.

1) Can you tell us about the beginnings of your boutique?
Wow… 9 years ago it all began when I got home from London town.

2) How did you come up with the name Capital L?
L is for love, for lunch, for lipstick, for ludicrous. L is also for Louise…

3) What do you look for in the labels that you stock?
Originality, quality, consistency, dedication and perseverance.

4) What are your favourite pieces in store at the moment?
The Lover chambray blazer and the pleaselouise simple jacket in oatmeal linen – I’m into jackets right now.

5) How would you describe the Capital L customer?
Original, fun, intelligent and stylish.

6) Are there ever any pieces you don’t want to part with?
Yes, they are in my wardrobe!

7) What’s the most rewarding thing about having your own clothes store? What’s the most challenging?
The most rewarding part is having an outlet for my creative energy. We have fun with the murals, our website, emails etc, as well as the clothes. The most challenging bit is keeping up to date with my BAS returns!

8) Can you tell us about your mix tape competitions?
Well, we like to sing and dance…

9) How would you describe Sydney style?
Sandals by day; stilettos by night.

10) What does the future hold for Capital L?
For that I need a crystal ball!

Side Street, Sydney has a pleaselouise sleep mask to giveaway, because we know that looking cute shouldn't end when the lights go out. If you want it, simply send a short email stating why you think you should win to

words: Ingrid Kesa
photos: Jacinda Fermanis


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