Words by Saskia Edwards
Images by Jonathan Rae
Monday marked the opening of the 2013 Fleet Store and provided a veritable visual feast of innovative design.
Images by Jonathan Rae
Monday marked the opening of the 2013 Fleet Store and provided a veritable visual feast of innovative design.
The store is located at QUT’s Kelvin Grove Creative Industries Precinct 
and is based in two PODS shipping containers. Granted, when the main 
container is busy it does evoke a claustrophobic Bikram shopping 
nightmare. However, it was undeniable the use of space was refined and 
capitalised on the small area. 
The Fleet Store maybe fleeting, but the designers featured in this 
annual event certainly aren’t. QUT’s Fleet Store has stocked some of 
Brisbane’s most promising designers like Ana Diaz, Austin Moro and 
George Wu. 
Again this year, there was promising talent – the already distinguished 
Edwina Sinclair with SOOT, Tess Gard’s 1989, Elvrik by Jordan Anderson 
and Oak and Hide’s Isabelle McGreevy to name a few. 
Not only was the event sponsored by PODS (the connotations with 
chocolate made the concept instantaneously attractive), but Sirromet 
winery provided the drinks that seemed to be an accessory to every 
patron’s outfit. 
The night also included musical performances including an acoustic 
version of Outkast’s Hey Ya, which was appreciated and duly noted. 
We spoke to General Manager for the Fleet Store Sarah Matulin about the 
shop. 
SE: What does the Fleet Store aim to do? 
SM: It started up by the double-degree Fashion and Business students 
basically for a way to use both of their degrees. So, having that 
creative thinking and using their creativity, but also having to put 
their business acumen into. You write so many assignments, but you never
 actually do anything. That was so of the main objective, but then to be
 able to stock our designers without them having to put all the overhead
 costs and all this and that, has been beneficial for them. So they can 
say on their resume, “I’ve been stocked at this store.” 
SE: So how does this fleet store differ to how it’s been done in the 
past? 
SM: So in the past, in 2010 they had it in Wintergarden. And then in 
2012 they had it at GP. We just thought a pop-up store in 2010 was the 
new hip cool thing. Now it’s pretty done. And so we were like, “how can 
we make it still a little bit new?” So we thought, “Why not a shipping 
container?” Originally I wanted to have an ice cream truck go 
everywhere, but we had to get what we could. This actually worked out 
better for us anyway. So yeah we thought, “Let’s have a shipping 
container.” We had the visual merch on it and they had to play with what
 they had. 
SE: So are all the designers incumbent students? 
SM: Every designer in here has at some stage been at QUT in Fashion. 
They’re either creative industries Fashion or there’s the CEA Incubator 
mentees as well.
SE: So how does this help propel these students forward? 
SM: It’s so different to doing an assignment. We’re basically running a 
business. We started with no money, we had to get everything sponsored. 
We’ve all got interns, so actually managing someone, it’s a real life 
assignment project. It’s definitely taught us all something. 
SE: So who sponsors the Fleet Store this year? 
SM: So this year we got our PODS sponsored, we didn’t have to pay 
anything for them. Sirromet wine sponsored. Creative Industries gave us 
money because we had to pay the wage of the manager who has to be here 
every day. We also had Culture Magazine and CEA Incubator. 
SE: How long is the Fleet Store open? 
SM: For two weeks, till the 30th of August.
Disclaimer (FULL DISCLOSURE: The author has a personal relationship with Jordan Anderson)
 


 
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