Why the city’s creative rat race breeds design-led offbeat brands

Trends come and go, but in Naarm (Melbourne), streetwear seems to be forever. Perhaps it’s a reflection of our city’s iconic graffiti culture, which reaches its boil on the walls of Hosier Lane, or a glimpse into the city’s deep-rooted music scenes, visually echoed in the endless stream of paste-up posters advertising this week’s gigs. Whatever the reason, Naarm’s creative rat race is undeniably tied to its never-ending pursuit of individuality and an entrepreneurial spirit.

Naarm is a city that breeds creativity, so much so that it can feel competitively charged. In a place where every creative is desperate to stand out, it makes sense that a wave of small, independent brands has emerged – and yet, it still surprises me how there’s always room for more. While the word “competitive” often has a negative connotation, that’s not what I mean here. It’s more like a constructive rivalry, where we’re all pushing each other to think further and further outside the box. It’s a fortunate position to be in, and one that is not lost on me.

I’ve always been drawn to graffiti-inspired illustrations in my art – a passion likely shaped by my outer eastern suburban upbringing. Countless evenings spent at skate parks and learning to tag as a teenager have surely influenced my creative process. Over the years, working as both a DJ and designer, I’ve noticed an interesting crossover between the dance music scene and streetwear culture. Naarm, being home to some of the country’s most diverse electronic music events, often sees its clubs filled with dancers wearing bold, experimental streetwear that echoes the abstract nature of the music itself. You can see influences from rave culture, urban art, and the city’s unique street style in the bold graphics, oversized silhouettes, and tech-inspired designs of local (and global) fashion brands.

This fusion goes beyond just dance music – independent music merch has essentially evolved into its own form of streetwear. The days of simple “insert band/DJ logo here” tees are long gone, replaced by abstract, eye-catching designs that push the boundaries of creativity. In Naarm, where music and fashion seamlessly blend, the lines between music merch and streetwear also often blur. Whether it’s a limited-edition tour tee or a custom hoodie, music merch has become its own form of self-expression, reflecting the same bold, experimental vibe that defines the city.

So, as Naarm churns out brand after brand, and the creative rat race rages on, here I am, joining the sprint by launching my own streetwear brand (keep your eyes peeled). From where I’m standing, it’s obvious that certain inspirations are not just clear to me, but resonate throughout the entire scene. Here, I’ve picked out a few of my favourites.

PAM (Perks & Mini)

It would be a crime to discuss streetwear in Naarm without mentioning PAM (Perks & Mini). Founded in 2000 by Misha Hollenbach and Shauna Toohey, PAM revolutionised streetwear with unmatched authenticity. Fusing illustration and imagery, PAM has a way of smacking you with innovation while evoking deep nostalgia. What stands out most to me about the brand is how seamlessly it combines streetwear with high art while remaining stylistically down to earth. Its designs practically stop you in your tracks, leaving you like “Wow, I’ve never seen anything like this before”. You can really feel how deeply embedded they are in Naarm’s street culture, with influences from graphic design, skateboarding, and music woven throughout their collections.

With unconventional design choices like abstract patterns, layered/collaged graphics, bold colours, and a mix of traditional streetwear silhouettes with high-fashion elements, PAM invites you into its playful yet chaotic world, celebrating creativity and self-expression at every turn. The brand also leads the charge in Naarm’s sustainability ethos, often upcycling past collections into fresh new looks. Beyond innovation, PAM’s frequent collaborations with local artists, illustrators, and designers such as Coco Star, S!X, MEZ, and MAAP Cycling further strengthen its connection to Naarm’s arts scene. These partnerships reflect PAM’s dedication to nurturing local talent, making them not just a key part of our city’s ever-evolving creative culture but also a mega source of inspiration.

Butter Sessions

When it comes to the collision of streetwear and music merch, no one does it quite like Butter Sessions. This independent record label has made a massive impact on Naarm’s electronic music scene, known for mutated house, bush techno, proggy/acid bits, and ambient soundscapes. But beyond the music, Butter Sessions has quietly made its way into the streetwear game with regular merch drops, slowly growing into a super distinctive brand. With label heads Corey Kikos and Maryos Syawish hailing from the outer western suburb of Frankston, Butter Sessions feels authentic, relatable and determinedly homegrown.

The label’s aesthetic, shaped by Maryos himself, carries a raw, unfiltered approach that has that “Australiana” feel. The graphics are earthy and organic, featuring flares of bright colours and bold graffiti style typography in an almost anti-style way. Playful in nature, the art also features caricatures of flora and fauna that at times feel reminiscent of infamous Naarm graffiti characters such as PAM the bird, the disgruntled snowman or the banana peel (some of my favourites to spot in the city).

In the dance music community, encountering someone wearing Butter Sessions merch is like recognising a fellow member of a music cult – a subtle sign that basically says, you know what’s up. Their consistently loose design style reflects the label’s commitment to pushing boundaries, blending art and music into a visual language. Much like PAM, Butter Sessions keep their finger firmly on the pulse by collaborating with local graphic designers and illustrators such as Rittleking, Studio Globo, Chanel Paulus and Gab Cole (to name a few). Other notable local DJs / labels that have hit the merch ground running are Reptant, S2i, Slamross1000, Purient, Daisy Records… the list goes on.

Bad Rego

With small brands on the rise, I think it’s essential to not just recognise but truly highlight the screen printers working behind the scenes. Having worked closely with Bad Rego, I can personally attest to the care and passion they pour into every project (mine included). Located in the heart of Preston, a vibrant inner northern suburb, Bad Rego is a small-scale operation with a bold, experimental approach to design. Founded by local fine artists Alyssa Henderson and Adam Kinninmont, Bad Rego’s attention to detail runs deep through the shop’s veins. While its work is polished, the shop still exudes a DIY/urban energy that defines Naarm.

Unafraid to push boundaries, Bad Rego stays ahead of the curve, printing on uncommon areas of garments and experimenting with techniques like reflective ink and puff prints. They’re not just about printing – they're a source of inspiration for up-and-coming brands, showing them that “Hey, this is actually possible” … “You should try this!”

Not only does Bad Rego print merch for musicians and collaborate with a variety of brands, but it also has its own run of merch featuring wild illustrations from Adam himself, further solidifying Naarm’s DIY ethos. Bad Rego’s work, alongside other screen printers like Redwood, Soundmerch, and Machine, consistently leaves a lasting impression on the local creative scene – deserving as much hype as the designers themselves.

Closer Look

Gabriella shares some local Naarm treasures, including creative spaces, an independent record label, and yet another great streetwear brand to follow.

• Tender is a new, versatile venue tucked away in the backstreets of Brunswick. Self-described as a “third place”, Tender offers a space away from both home and work, where individuals can explore personal growth, identity, and connection. Along with yoga and music events, it hosts workshops, exhibitions, film screenings, and other arts-focused activities. @tender_place_

• Originally starting as a music zine, Highly Contagious has recently evolved into a small independent record label dedicated to outsider, DIY, and underground music. Run by Adam Markmann and Athina Wilson (both members of the internationally recognised punk band Gut Health) the label continues to champion unique, boundary-pushing sounds. @highlycontagious_

• Despite its name, Mike Pharoah’s brainchild, Plantworld Studio, has nothing to do with plants. Instead, Plantworld is a small, independent streetwear label with a nearly cult-like following. Mike’s distinctive style infuses humour into every creation, offering unconventional products for a streetwear brand – such as incense, car air fresheners, mugs, and keychains. @plant_world_studio

• All The Very Best is a thoughtful new multipurpose space that serves as a hub for creativity. Founded by local fine artist Meg Kelso, ATVB is currently operating as a window gallery, but will soon host community workshops, mixed media events, long-table dining, and more. @alltheverybest_