Melbourne-based cycling apparel label Maap has put down roots in Collingwood with a new concept space. But co-founder Ollie Cousins wants you to know that it’s more than just a cycling-focused store.
“We jumped into Collingwood because we felt it was the cultural centre of Melbourne,” Cousins says. “What appealed were the like-minded businesses in the area which we can partner and work with.”
In a brick warehouse-turned-shopfront on Wellington Street, the store boasts a minimalist, industrial feel and raw concrete floors, with the entire light-filled space designed by Cousins’s sister Clare Cousins, of North Melbourne-based firm Clare Cousins Architects.
“Our product is quite colourful and diverse so the steel and concrete act as that neutral, modern aesthetic we were trying to achieve,” says Ollie, who opened the store with business partner Jarrad Smith.
Alongside cycling apparel and accessories, Maap’s Lab – “Lab” serving as an acronym for the store’s core ethos, “life around bikes” – also features a series of products from local businesses as part of the Maap Edit. The current range includes vinyl records and tees from nearby Sound Merch, skincare by Aesop, Perimeter Books publications, and bespoke attire from Fitzroy’s streetwear store Havn.
Cousins says he wants the outlet to not only serve as a cycling store, but also as a space where cyclists can hang up their bikes and enjoy a coffee after a long ride. Take a seat on the plush couches and chairs, supplied by Jardan and Grazia & Co, and watch racing events on the four-metre-wide screen. There’s also complimentary Proud Mary coffee on offer.
Plus, Maap leads a number of weekly rides from the store, including weekend sojourns to Mount Pleasant and regular trundles along Yarra Boulevard, where cyclists of all ages and experience levels are encouraged to join. There’s also a dedicated women’s ride every fortnight, led by brand ambassador Tara Neyland, who also offers track rides and training out of the Brunswick Velodrome.
And the team is striving to build on its current momentum, with plans to open a number of international concept stores – one in London is already in the works.
“The starting point is Melbourne to test the concept, but each store will be tailored to each location,” says Cousins.
“We’re looking to open a London store in the next six months which will have its own Maap Edit and a London-themed capsule with records and merch from [local] record stores.”
33 Wellington Street, Collingwood
(03) 9133 5880
Mon to Sat 10am–6pm
This article was updated on August 5. The original suggested it was the first store from Maap in Melbourne.