P.A.M.'s First Sydney Store To Open In Old Monster Children Gallery  April 7, 2011

Fosters is to beer what P.A.M. is to fashion, undervalued in its country of origin. Seriously guys, Australia makes surprisingly little noise about the genius behind this Melbourne-based husband and wife team. Globally though, they're adored. Vocally. James Murphy and Nancy Whang appeared in one of their lookbooks a few years back. The Nancy Whang. In their lookbook. Looking hella nonchalant in a grape-coloured jacket with drapey neck accoutrement. The lookbook for their Stussy collaboration featured Ari Marcopolous. There's a P.A.M. shout out in the first ten minutes of that Soulwax doco people sometimes watch before they go out. They've collaborated with with cult Japanese label Undercover and with CLOT founder and ridiculously famous Hong Kong Reniasancce Man, Edisen Chen. They've produced t-shirts with San Fran bike crew Mash and with Boredoms frontman Yamantaka Eye. Sometimes they even make stuff you can't wear; weird-core books, toys, mixtapes and art for example.

I could name more people they've collaborated with and inspired but you should be adequately impressed by the breadth of their output by now. Point is, P.A.M. is severely under-appreciated Down Under. How else would you describe a label that opened in Shibuya before Sydney? Where's the demand New South Wales? Rectify that situation when P.A.M. opens its first Sydney store later this month at the site of the former Monster Children gallery in Darlinghurst. Their Melbourne store Someday (not to be confused with Swedish-centric boutique Somedays) carries Undercover, Cosmic Wonder, Supreme, Original Fake, Neighborhood and Bernard Willhelm as wells offerings from PAM Books, PAM Toys and P.A.M. itself (duh!). In a few weeks you can get yours too Harbour dwellers.