online store 'this is not a mall' pops up in melbourne

Fall in love with all the best emerging labels from South East Asia you've yet to hear of.

by Isabelle Hellyer
19 December 2016, 1:05am

i-D favourite online retailer This Is Not A Mall is making the leap to a bricks and mortar store, albeit temporarily. Promising "juicy wares at democratic price points" right in time for Christmas, the Melbourne pop-up shop will showcase all the best emerging labels from South East Asia, like the Beyoncé favourite Dry Clean Only.  

Founder Courtney de Witt isn't just out to share her favourite brands, the endeavour is also about spreading social awareness during the Christmas season. She tells us, "I'm trying to make Christmas and holiday shopping feel a little more ethical and grounded," with 15 percent of profits going to a hill tribe educational program in Northern Thailand. Courtney also directly sources all products on the ground in India and Thailand herself, so there's no murky supply chain here. 

This Is Not A Mall is open 10AM till late Monday 19th December — Saturday 24th December @155 Gertrude Street, Fitzroy.


Text Isabelle Hellyer
Photography Charlie White

dry clean only
this is not a mall