Who is Van Brussel?
The latest retailer in the East End emphasises timeless fashion with a collection made entirely in South Australia.
Rachel Van Brussel is extremely detail-oriented.
This is evident in the stacks of curated fashion and business books around her flagship store, the oranges perched neatly in a bowl and the equally spaced hangers that display their Autumn/Winter collection.
When we meet Rachel, she’s arranging flowers in store.
Rachel grew up in Adelaide, has studied at Florence’s European Institute of Design and has worked for fashion brands internationally and in Adelaide, including Katya Komarova, House of Rolfe and Rose Forde.
She’s spent time creating the warmly lit retail space to invite customers into an intimate and considered shopping experience that fits in on Ebenezer Place.
“I have really fond memories of this area,” she says.
“I spent a lot of time on Ebenezer place when I was growing up and when I was in uni, coming down here for a little drink, or just to see the other little boutiques that were along here and I always loved this kind of elevated, really sleek, manicured feel.
“It has this European vibe as well, which I really resonate with.”
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Van Brussel is located on Ebenezer Place, across the road from Hey Jupiter.
She launched Van Brussel, a streetwear label that reimagines workwear cuts with playful panelling and contrast linings, in February.
Choosing to launch under her own name was a no-brainer.
“I’ve always really loved my last name and I have a really strong connection to my European heritage,” Rachel says.
“I felt like it had grit, and it felt established, and it sounds elevated, and it sounds like it’s already a big thing.”
Rachel’s favourite part of the collection is the Vanguard Trench, which you’ll also spot in the front window. A picture of the first iteration being fitted hangs proudly on the wall in store.
All the clothing in the store was made in South Australia, with Australian manufacturing and sustainability a core value of the brand.
Rachel’s manufacturers include a boutique team of women machinists in Holden Hill, a Campbelltown husband and wife duo looking after tailoring, suiting and jackets and a hand-crocheted maker in Goodwood.
“All of the garments are really meticulously made from inside and out,” she says.
“For example, all of the seams are all bound, you can’t see any overlocking,” she opens the Axiom denim jacket she’s wearing from the collection to show the neatly arranged orange seams.
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Inside the Axiom denim jacket. This picture: supplied.
“There’s been so much meticulous craftsmanship that has gone into the inside and the outside of every single garment, it’s exceptionally considered, which I think you don’t really see much these days.”
Rachel says the Van Brussel customer is conscious of the strain the fashion industry puts on the environment and is willing to invest in the collection, which could set you back between $249 – $2249.
“They are investment pieces, but they’re all made in the state, they’re all premium fabrics and mostly natural fibres,” she says.
Fabric-wise, everything is Australian or Italian, with Italian wool, made-in-Australia denim and suiting loomed in Sydney featuring in the collection.
Trend forecasting has dubbed a “boom boom” aesthetic emerging this year, heroing power suits of the late 80s and early 90s and reimagining menswear cuts with a lux tilt.
While Van Brussel has the elevated, tailored offering that’s sought after right now, Rachel says the collection emphasises timeless design and doesn’t have the showiness of boom boom.
“It’s subtle but it’s unique, it has really interesting points of difference in every single piece but it’s not showy, it’s not that in your face, sort of trying too hard to be Lux,” she says.
“The Van Brussel customer is considered, so they are analytical, and they’re deep thinkers, they value, obviously, sustainability, and they have a strong appreciation for fashion and styling and design, but they’re not bowing down or not into trend-driven fashion, they are timelessly driven, classic lines clean silhouettes.”
This picture: supplied.
Rather than jumping on a trend cycle, Van Brussel is reimagining streetwear.
“Streetwear can be looked at as something that’s very casual and lacks and just for daytime,” Rachel says.
“The silhouettes have this casualty to it and this relaxed, slouchy, comfortable feel, but it can transport you from you know, morning coffee with your friend before you start work, all the way through to having a board meeting at midday with the CEO to then going for cocktails with your partner in the evening.”
Van Brussel is located at 18 Ebenezer Place, Adelaide. The store is open from 11am ’til 6pm Tuesday – Sunday. Shop online or connect with Van Brussel on Instagram.