21CONCEPT is located in the iconic Dymocks building on 428 George Street in Sydney CBD, and was established in June 2016. The store aims to reinvent the concept of luxury outlet shopping.
Spanning over 150sqm in a private setting, customers are invited to come face to face with the 21CONCEPT experience, which offers a carefully hand-picked selection of brands and services like never seen in luxury outlet shopping before.
The wide gap between outlet and boutique shopping experiences is exactly what the founders Lynette Mouawad Caputo and her partner Damiano Caputo wanted to broach when they opened 21 Concept in 2016.
There’s a pre-conceived idea that comes with shopping in an outlet store. A windowless space filled with a moldy stench and overstuffed racks of one-off items often springs to mind. Sure, the clothes are cheaper, but there’s a lot of compromise en route to that markdown.
Unlike regular outlets (which often discount items as a result of trying to shunt one-off sizes or in an attempt to make room for new-season designs) 21 Concept isn’t trying to clear stock – it’s actively trying to restock the same styles in a number of sizes for customers. Its model avoids the seasons altogether, too.
They wanted to combine their knowledge of high-end retail to create a hybrid store concept that combined the best of both worlds: the experience of a boutique and the heavily slashed prices of an outlet.
“21 Concept is very personalised; it’s very bespoke,”
Explore our assortment of luxury fashion, streetwear and Made-To-Measure service in store.
And after two years in Sydney’s iconic Dymocks Building on George Street, 21 Concept has grown to include a larger stable of menswear and womenswear designers that includes Tom Ford, Brioni Corneliani, Canali, Caruso, Dolce & Gabbana, Valentino, Maison Margiela, Kenzo, Dsquared, Prada and Balenciaga.
With years of experience in the fashion industry – Damiano as a designer for Hugo Boss in Berlin and Lynette as retail operations manager for Salvatore Ferragamo in NSW –