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AFC Flagship | Song for the Mute


SONG FOR THE MUTE UNVEIL IMMERSIVE CONCEPT SPACE IN SYDNEY

Sydney designers Song for the Mute (SFTM) this week reveal a unique immersive concept space based on the narrative of their latest collection, ‘19.2 Hunter’.

A long-form story. A male and female cast. Seasons as chapters. Never one the same. Narratives told with exceptional fabrics and experimental process. Founded by Melvin Tanaya and Lyna Ty in 2010, Song for the Mute is the result of a long-term creative expression between two lifelong friends.

Translating the themes of the collection into specific sensory experiences – through sight, sound, touch and smell - Song for the Mute worked in conjunction with creative collaborators to bring the first installation of its kind to The Rocks, open to the public for five weeks.

Presented by the Australian Fashion Council (AFC) as part of the ‘AFC Flagship’ initiative, the space on George Street gives the brand an opportunity to explore a new retail experience outside of their flagship store in Glebe.

This is a special opportunity to challenge the traditional ideas of retail. It allows us to approach this in a progressive way, conveying our brand’s DNA and reaching new audiences through our specific way of story-telling.
— Lyna Ty, SFTM’s Creative Director
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Considering the olfactory interpretation of the ‘19.2 Hunter’ collection, a limited-edition collaborative scent has been created by Kangaroo Valley wholistic skin care brand Lepaar, wildcrafted using organic and biodynamic ingredients, such as Eucalyptus, Pine and Arnica. A special run of 30 bottles of the scent will be available for sale exclusively at the concept space throughout the 5-week period.

Further collaborators include Hermetica Flowers, a contemporary florist based in Woolloomooloo. The team, headed by Jai Winnell, have been drying a curated selection of native Australian flora over an 8-week period specifically for the concept space. The team have created a special floral arrangement using the dried Australian native flora, with off-cuts used as part of the special-edition packaging for the Lepaar roll-on scent.

A 40-minute soundtrack, capturing the ambience of the Australian natural landscape, will fill the space as the collection’s sonic interpretation created in collaboration with Queensland-based band Lastlings. Recently touring with Rufus Du Sol and fresh from their debut appearances at Coachella and Splendour in the Grass, brother-sister musicians Amy and Josh Dowdle created the track using field recordings and found sounds from the hinterlands of Southern Queensland.

Over the years Lyna and I have developed a family-like relationship with brands, creators and musicians we share a mutual respect with. While each one has a unique voice, we all have the desire to create genuine experiences, and this opportunity with the Australian Fashion Council is the perfect platform to present our ideas to a new audience in our own special way.
— SFTM’s Brand Director, Melvin Tanaya

To celebrate the partnership with AFC and opening of the concept space, exclusive ‘19.2 Hunter’ items such as t-shirts, bags and a limited-edition blanket will be unveiled and only available throughout the duration of the opening.

Also featured will be the ‘19.2 Hunter’ collaboration with New Era - SFTM being the first Australian brand to collaborate with the American streetwear icon.

The space will be open to the public for 5 weeks until October 7th.

When: September 5th – October 7th

Open from 10am to 6pm, 7-days

Address: 79 George Street, The Rocks NSW 2000

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