First Base, the Australian sports lifestyle brand, is set to open its first official flagship store at Westfield Bondi Junction  on July 21st.

First Base came on to the scene with its back to basics collection of sports lifestyle apparel in 2013 and since has established itself as a global brand with a big conscience.

Alison Cotton, founder and designer of First Base said, “We tested the market with a pop up concept store in Bondi Beach over summer and the response was overwhelming. We had always planned to open a retail store and have been waiting for the right opportunity.”

In conjunction with the store opening, First Base will be launching their Spring 17/18 collection as well as a new Activewear range with eco performance fabrics and swim range exclusive to the store and the First Base online store.

“It’s important that we can support a retail store by providing customers with excellent customer service and an unparalleled in-store experience. We have worked really hard over the past 2 years to craft our place in the sports lifestyle market. We are a brand with a conscious and produce ethically as well as continuing to move towards sustainably as a business,” said Cotton.

It is timely as Australians are becoming more savvy about how their clothes are made and with social media platforms giving followers real time information, it’s important that brands are honest and transparent about their supply chain. First Base participates annually in the Fashion Revolution movement which focuses on creating transparency within supply chains with the “who made your clothes” campaign. This will be something First Base continues to align with in store and online.

Having a retail store will give First Base fans and customers a destination to get their hands on limited edition collections. “We are moving into a time where personalisation is key both in the products we produce and the relationship we have with our customers. A store will give us the edge to really be able to offer a premium service.” says Cotton.

For more information on First Base visit or head to their flagship store at Westfield Bondi Junction from July 21st.

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Georgia Dawes

Lover all all things that make me happy, happiness is the way to her heart!

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