15 Years of UP THERE

BM: It's a great question—we were young and naive. We worked in the industry and wanted to do it slightly differently to what was here in Australia at the time.

JB: We saw things that we wanted to try and treat differently. There were also a lot of brands that we followed that weren’t available in Australia that we wanted to bring in. I’d also be lying if I didn't say that the idea of buying our sneakers at wholesale rather than full retail wasn’t appealing either haha.

JP: Brendan put it best, we were young, naive and what started as a simple thought of "let’s open a shop", grew into us wanting to try our own spin on the things we grew up loving and were so passionate about and here we are, 15 years down the track. 

BM: This was a working title that we never changed! 

JB: Yep! It came from a movie title. Pat on the back if you can guess what movie was! 

JP: A good name is hard to come by and I’m sure we can find a list of other names that never came to be but ‘UP THERE’ stuck and eventually when level 1 at McKillop street became the home of the store, it felt pretty fitting. 

BM: I don't remember the first thing, but I vaguely remember the first day/s. I was surprised people came—we were still setting up on the first morning. Our good friend James Cameron came in on one of the first days and bought a NOIR brand shirt (from our friend Pete). He then wrote something about us for Broadsheet, which really helped spread the word! 

JB: Nothing specifically. Similar to Brendan though, I have a fonder memory of the people that supported us in those early days and helped us spread the word. Forever grateful. And yes, THE James Cameron. 

JP: I can’t remember the first thing we sold but I do remember us ironing and steaming the racks before we opened and also the first few people that came through to see what we had to offer. It’s amazing that all these years later we have those customers and close friends. That we're not only celebrating 15 years as a store but 15 years of friendships too and I’m sure Michael Tang has one of our first handwritten receipts hiding somewhere. 

BM: Spreading the word was the hardest part—it's a lot different to how it is now. Also earning the trust of suppliers at such a young age was difficult. We’re lucky we had some great friends in the industry who gave us a shot.

JB: Our age and experience. Trying to get brands, real estate agents, and the like to take us seriously was a struggle for a long time.  

JP: It was a lot simpler back in 2010 and whilst we were young, it was a lot harder to spread the word. When we started everything, we didn’t have all of the tools available to us like we do now with Instagram and the other socials that we have at our fingertips. We just had our blog/website and our emails! For those that took the time to hear us out in those early days, we will be forever grateful. 

BM: Everything is different, yet everything is the same. The industry moves a little quicker, but things still come full circle. The way people communicate is probably the biggest difference. The consumer is also incredibly educated now, which we hope to have played a small part in that. 

JB: Ah the good ol’ days! These days with the immediate availability of any and all information at everyone's fingertips, the challenge more so than ever, is staying authentic. Both in the way we communicate and interact with our community. 

JP: I think the industry has come a long way in 15 years, we went from these humble simpler times where we had to scour blogs and forums and work at it to research, find, collect and buy the things we were chasing in comparison to the ease of information we have at our fingertips now. The way we communicate and interact with one another and how we consume has evolved at such a fast pace at the same time. It’s been a fun journey growing and evolving alongside it whilst still staying true to ourselves. 

BM: Standing back has never been a strong suit of ours. I think we’ve always had such a strong focus on the future, what we can do next and how we can improve? It's something we’re trying to do a little more now. I think our first partnership with NB on the 2002 was an incredibly pivotal moment. Being able to work with adidas on Yeezy product was also something very special. 

JB: Honestly, I haven’t really thought about it until I saw the response to our post asking for photos from our community of their experiences with us. I don’t think it will ever really sink in to be honest, seems like yesterday that it was just the three of us, Jason shooting Brendan and I as Mr Mannequin for the week haha.

JP: When we opened the doors all these years ago it was crazy to think that 15 years on we’d have all of these opportunities to work alongside the brands we love, stock and have been wearing long before UP THERE began. Whether it’s seeing someone else wearing one of our collaborations or the conversations that have been sparked because of something we’d been given the opportunity to work on. It’s these moments that make you step back and take it all in. 

BM: This is the hardest question yet. Like choosing between children. Probably out first opening party. It was a few weeks after we’d opened and after that we’d come too far we had no choice but to make it work! 

JB: I'd just say every night we were out for dinner or drinks and we thought it was a good idea to just have “one more drink at the store” were generally the biggest and best nights. There was one night in particular that a friend of ours tried to sleep on the stairs rather than go home...that was a good one. 

JP: There’s been a fair few over the years and plenty of memorable ones, but our launch party all the way back in 2010 will always be at the top of the list. To celebrate that point of finally opening the doors will always be one to remember, sharing everything with the Melbourne community for the first time, all of the music, my dad even came down from Queensland and was serving beers with his buddy Rosco for the night.

BM: Plenty! I was never a skinny jean guy, but looking back to 2010 they certainly look far too skinny. 

JB: Just check out the video from our opening party and decide for yourself haha.

JP: I’m sure I had plenty over the last 15 just as I have had over the many years growing up. I’m definitely with Brendan on this one my denim was beyond too skinny for me back in 2010 and a few years onward. I know there’s some photos with my beach washed tapered indigo selvedge floating around somewhere which are a testament to these times. 

BM: I think when people started to come back to buy things again and again. It didn't take long and people would come checking in for brands like Norse Projects. They’d bought it from us when we opened, or at the start some time and came back a month or season later after having really enjoyed it.  

JB: There was a big shift from pure hip hop streetwear, all over print T’s and the like, into a few different areas. For us it was all about building brand trust within our communities, brands like Norse Projects are a huge reason why we’re where we are today. 

BM: Life is nothing without people to share it with. We opened the store to share a whole lot of things we loved, and wanted to share that with anyone who would listen. A store like ours doesn't survive without the people around it—our staff, our families, our customers, suppliers, partners—it can't not be the most important thing! 

JB: It’s all about the people. The people behind the brands we stock, the people delivering our stock, the people shopping with us, working with us, everyone. We get a kick out of connection and offering a retail experience unlike any other in the world. 

JP: We wouldn’t be where we are today without the support from our family, friends, customers and the ever-growing community that has stuck by us for the past 15 years. We will never forget that we exist because of these connections and they’ll always be a central part of everything we do. 

BM: It's a long list, but I don't think we got to today without learning each and all of those mistakes. Stay patient, it will all work out in the end.

JB: Savour the moment, stop and smell the roses every once and while! 

JP: There are a lot of things that future me could easily hand out advice on but the reality is we’re here because of everything we’ve done and if anything, take the time to step back and cherish the moments as there’s been some amazing ones to look back on.

BM: The community we’ve built. The team, suppliers, customers and everyone involved. 

JB: Community first and foremost. But I’ll give Brendan, Jason and myself a pat on the back for pushing through some challenging moments through the early years and getting ourselves to where we are today. 

JP: We’ve got a pretty amazing family that UP THERE has grown into over the past 15 years. What began as just myself Brendan and James has grown into something much much more, and walking into that every day is pretty damn special. 

BM: We’ve got some big goals ahead, and I hope we can have some more naive confidence to keep dreaming big! 

JB: We’ve got a lot more to give! I’d just hope we’re still enjoying it as much as we are now. 

JP: 15 years is just the beginning. There’s a lot more left to come and even though I’m getting older, I’m looking forward to everything we’ve got coming up.