A brand that started from a conversation with Paco a local in Argentina, has now grown to become a globally recognised and awarded retail space. Who are they? Just as Paco pointed out that one afternoon, Kate and Noonie are TheSuperCool. Paco thought he was complementing their outfits, what he didn’t realise was that he had just named the shops they would later open.

TheSuperCool is where they sell everyday objects from design books and magazines, baby toys, gifts, cards, homewares, prints and posters, bedding, and novelty gifts. 

The team at TheSuperCool have has just opened their flagship store in Fitzroy after having run 14 pop-ups around Melbourne and Sydney. They also have one permanent shop in the design space at the South Melbourne Market. But the newly opened Fitzroy store is the largest so far, with beautiful exposed brick walls, hanging lights, light woods, and built in archways making the space feel more like a home than a retail space. 

It’s the kind of space you go in to look at all the beautiful things, not needing anything, and walk out with a pair of Aztec patterned socks, a towel with a circus owl on it, and a copper jug. Because you must.  

TheSuperCool
280 Nicholson Street, Fitzroy 3065