I stumbled across Armada Store while trying to hunt down a particular pair of J-Brand jeans. And since then, I’ve followed the store very closely. Based in the seaside suburb of Scarborough, Armada stocks a range of labels including Bec & Bridge, J-Brand, Lover, Shakuhaci, Senso, Van Rycke, Alice McCall, Viktoria & Woods and much, much more.
Last week I was lucky enough to take a tour of the boutique and pick owner, Clarinda Maxwell’s, brain on the story behind the store.
When we opened, the focus was to create an innovative fashion destination for women. I wanted to offer a shopping experience that was less mainstream & carry pieces with a point of difference.
How long have you been open and why did you find your home in Scarborough?
Armada opened in Sept 2011. I chose Scarborough purely because I’m a local & it had always been a dream of mine to open a boutique close to home.
We only have a small label base at Armada & each season I try to focus the buying on the really unique pieces from the ranges. We don’t order many units in each style, so our customers can find something different that their friends wont have.
What are the key trends we can expect to see for Winter and in Armada Store this season?
Trends that are a stand out this Winter & in store right now are: Black & White monochromatic prints, chunky knitwear in citrus hues & also sheer metallic knits, biker leather & leather trimmed coats, pale, distressed & oversized denim, graphic floral prints & a lot of darker hues (navy/plum/deep fuschia). PVC/high sheen fabrics & branded sportswear are also trends that we saw on the Autumn/Winter catwalks, which will be in store soon.
And lastly, how did you get into fashion?
I’m slightly obsessed with fashion. After studying (a year of Art & Design then 2 years of Fashion & Textiles), I did a full circle working in the industry. I started out as an Assistant designer for a surf company, then women’s wear buyer for a surf store, I moved on to be a Brand Manager/Sales rep at a fashion agency, briefly started my own label & between all that I managed numerous small fashion boutiques. Then, I started working on creating Armada.
You can find Armada at 2/166 Brighton Road Scarborough, Perth WA.
Tue – Wed: 10:00 am – 5:30 pm
Thu: 10:00 am – 6:30 pm
Fri: 10:00 am – 5:30 pm
Sat: 9:00 am – 5:00 pm
Sun: 10:00 am – 3:00 pm