Q&A with Brian Wu, Director of Incu

How did the idea of a Melbourne branch about? Was it always on the table of your grand schemes?

We've always liked the retail environment in Melbourne, so many little lanes with cafes and interesting galleries. We also had a lot of Melbourne customers walking into our store asking when we would open there, so it was an eventuality for us.

How do Incu and Melbourne belong together?

At Incu we always prides ourselves not just on educating the customer but also learning from the experiences that customers share with us. It is that dialogue that makes the store interesting and I feel that people in Melbourne are very curious about new product and stores.

How does men's style differ in Melbourne and Sydney? Is that reflected in the Incu stores?

Melbournians are definitely much more understated in the way they dress, although Sydney guys seem to be heading that way. Our Incu stores don't stock very different brands... our thoughts are that guys will appreciate our brand offering no matter where they live.

We're still waiting for the Women's store in Melbourne.

Hopefully that wait won't be too long.

What excites you, and what frustrates you about the retail industry?

Retail is exciting because every day you meet new people that walk into the store.

The frustrating thing about the retail industry is that there are too many sterile shopping environments in Australia.

Do you think this is the time to grow, or bunker down?

I think if you have the cashflow then it is the best time to grow and gain market share. The worst thing to do is to not continuously look for new product and play it safe because fashion changes so quickly.

What's your finishing touch to an outfit?

It's definitely all about the accessories... that definitely completes a look.

I splurge on...

Food - my other passion

What's in your bag?

Macbook Air, Keys, Blackberry, Monocle, iPod, USB Key, Leica Camera

What do you wear at home?

Tracksuit pants... comfort is key.

Incu Men's Melbourne Shop

Shop 6A, 274 Flinders Lane

http://www.incuclothing.com/

Green and Yellow

Uniqlo packed V neck SS t shirt, via Uniqlo

Engineered Garments Bedford jacket in khaki, via The Garbstore

Whyred Hell Jeans, via Whyred

Comme Des Garcons small tartan pouch, via Tres Bien

Hobo Suede Scale keyring, via Oki-Ni

Nike Tennis Classic Vintage in green

Dark Nights

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Journal Standard Trisect pant, via Journal Standard

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Rachel Comey oxford, via Out Spot

Common Projects x Moscot sunglasses, via Moscot

Isaac Reina Bag #14, via Isaac Reina

Rebel Rebel

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Our Legacy classic chinos, via ASHTRAY

Ralph Lauren Saddle Leather D-Ring belt, via Ralph Lauren

Switchblade Comb

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For Him & Hers

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For Him: Wings + Horns organic terry robe, via gravity pope

The Dandy Fisherman

Acne Whaler parka

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Benjamin Bixby madras bow tie, via Barneys co-op

Our Legacy Sundried chinos, via Tres Bien

Yuketen Ranger Mocc in buckaroo tobacco, via Oi Polloi

Checkmate

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A.P.C. Madras boy scout shirt, via A.P.C.

Acne big check button down check shirt, via Oi Polloi

The Constant Gardener

Steven Alan short mac, via Steven Alan

Useless gingham shirt in grey, via honeyee

Engineered Garments navy bucket hat, via eggplant

Arvust drawstring feeder tee, via General Pants

Peter Jensen navy cotton boxpleat trouser, via gravity pope

Tillandsias plants, via Design Within Reach

Line Desert backpack, via General Pants

Hunter Original men's short, via Hunter

Autumn Getaway

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Visvim FBT Bearfoot, via honeyee

Spring Break

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Birdwell Beach Britches boardshorts in federal blue, via surf-longboard

Acne Tour low gladiator, via Gravity Pope

Super Technicolor Black sunglasses, via Super

A.P.C. leather satchel tote, via A.P.C.

Malin + Goetz spf 30 sunscreen, via Malin + Goetz