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ABOUT US

Born out of the desire to reject traditional ideals of what is considered feminine, SOUTH.ST is a Melbourne based label that recognises the girls out there who are not only working and playing hard, but also trying to keep up with societal pressures.

We acknowledge beauty inside & out - it is the confident, the brave & the authentic that keeps us inspired.

SOUTH.ST represents the fierce & independent girls who stand by their unique vibe. Each of our pieces are carefully designed & handpicked to keep up with the modern girl.

We’re all about comfy clothes you can conquer the world in, all while giving you effortless style.

WE’VE GOT YOU.