…from St Xavier has lived in the heart of Bondi Beach’s fashion central, Gould Street, since 2002. Shopping at …fSX is, in my experience, more than just a means to an end; it's as I believe shopping should be. Let me explain…
Above the …fSX store’s on-street entrance an angel greets you, while inside a silver Buddha sits stoically on the wall to the left of the store counter. If these ethereal figures aren’t enough to entice you into a state of calm (perfect for rifling through the store’s racks) then the eclectic range of clothes and staff probably will.
The abovementioned staff know their stuff and enjoy an opportunity to show off their skills. This showboating generally comes in the form of aptly styling their customers from head to toe, even if Buddy Public just came in for a singlet to wear to the B-Road after the beach.
That is not to say there is pressure to move units here. No one down Bondi way likes a hard sell, least of all these kids. In fact you, your friend, your child and your dog are all more than welcome inside. Even if your plan is just to look, there is a well-worn chair at the back of the store inviting you to sit down with your coffee and chat, while the staff entertain and style your posse. As far as the staff here are concerned, sharing is caring. Don’t worry it's perfectly safe - if not encouraged - to enjoy with more than one person.
Apart from the drop-ins it’s the regular customers that generally run rampart here; the stores coveted VIP list has the names to prove it.
Maybe that’s because you do have to visit more than once to fully appreciate the uniqueness that is …fSX
Most items are only stocked one in each size. The upside of this is that the range is forever changing; you are also less likely to see someone else in your highly desirable outfit at the next party-starter you attend. A bonus for the more adamantly fashion-inclined souls, as there are then less people cruising the streets in the kind of matching attire that may inspire the odd maiming or suspicious death-by-fashion.
…fSX pride themselves on the diverse range of labels they carry: from delightfully disconnected UK label, Buddhist Punk, to Antipodium. Supporting local talent is important to the brains behind …fSX. As far as the fresher designers go, it’s very likely that a new label will be seen in …fSX for some time before it makes the jump into the greater world of Australian fashion.
On any given visit you’ll find a range of artists works displayed on the walls, a feature that has been going on since the beginning of time- …fSX time that is. One of the first labels the store stocked was Pani, brainchild of Bondi local artist Shelly Norman. …fSX helped her move from Bondi markets up in the world of fashion by selling her clothing line and exhibiting her work in the store. Other artists shown in the store have included Zoe Sernack (Zoe also stocks her jewellery label in store) and Shepard Fairey - a well-known street and graphic artist from New York.
If you’re wondering where the name was thought up well it’s all very covert and I’m afraid all I can tell you is that a graphic design company who worked with the Ksubi gang came up with it along with the logo (aka the angel that overlooks the store’s entrance). Word on this street (or from the Xavier kids) is that this angel represents dark and light, being good and being naughty, beauty and edginess. But the full message is unclear - you can make up your own next time you’re there..