Melbourne-based artist duo Misha Hollenbach and Shauna Toohey are a cryptic pair. Their namesake fashion label P.A.M. stands for “Perks and Mini”, though on their Facebook page it’s also an acronym for “Psychedelic Anarchic Mindfulness”, “Pizza and Mezze” and “Pot Acid Mushrooms”. Other ventures include creating artwork for exhibitions, publishing art books, touring their virtually non-existent band and, last night, hosting the ‘Pamboo Muzik’ opening party at Goodgod small bar to celebrate the opening of their first Sydney flagship.

The line is currently stocked in Melbourne at Hollenbach and Toohey’s Someday boutique — a fashion, music, art and lifestyle nirvana that even the most patriotic Sydneysiders will admit gives Melbourne some serious cred. The pair stock their own collections among Billionaire Boys Club, Bernhard Willhelm and so-fresh-you-haven’t-heard-of-them labels from Tokyo, plus tons of random cool stuff like old books, records, mix tapes and skateboards. Hollenbach and Toohey aren’t the sort to do the same thing twice — P.A.M.’s Sydney flagship will be a little different, but still just as awesome as a small boutique hidden up an old staircase around the back of Oxford Street should be. Situated in the old Monster Children gallery location, the store’s namesake label will be stocked alongside indie favourites including Bless and Cosmic Wonder.

Hollenbach and Toohey’s latest collection, Power Agitation Machines, is a prime example of why the label’s graphic energy and wicked sense of humour are lapped up by cult label lovers globally. Inspired by laundry mistakes, it includes bleaching, spray effects, dip-dying, patchwork and over stitching. Sometimes the pieces hurt your eyes (in the best way possible) but the design duo’s signature slogan tees and relaxed fits offset more intense prints. It’s easy to see why the label is such a hit with bright-haired and street-savvy Tokyo kids, but if last night’s crowd is anything to go by P.A.M.’s Sydney fans are an equally on-to-it bunch who shouldn’t have any trouble locating the tucked-away boutique when it opens its doors on Monday 2nd May. 

With Burberry’s George Street flagship and Zara’s three-level emporium, lavish fashion outlets in Sydney are becoming as prevalent as Thai restaurants. But while it’s cool that such brands see Sydney’s thriving cosmopolitan culture as deserving of their megastores, last night was evidence that Hollenbach and Toohey’s Psychic And Mental thought process makes them perfectly capable of giving those VIP iPod docks and flat screen LED walls a run for their money.