Identity

01 Identity 

Error404 Store is a Melbourne-based retail space focused on the independent, emerging and considered. We are home to a curation of local and international fashion, footwear, books and art.

This space serves as a platform for expression. Through dressing, listening, reading, and visualising, we honour our artists’ vision and bring it to life for a broader audience, both physically and digitally.

02 History

Established in 2020 in Fitzroy North, Error404 Store was created as a gathering space for like-minded individuals and a platform for emerging artists and designers to share their work. It offered visitors the chance to see, touch, and experience art and design in person.

In December 2025, the store moved to our new home on Johnston St in Fitzroy were the mission remains.