Global Meets Local: Standard International Spotlights Melbourne’s Culture with Exclusive Deering Merch Collaboration

Melbourne-based modern fashion house Deering has teamed up with Standard International’s new venture, The StandardX, Melbourne, to create a limited-edition merch drop celebrating the vibrant culture of its surrounding neighbourhood, Fitzroy. 

Launched in 2024 by former Triangl entrepreneur Erin Deering, the brand brings global appeal with a distinct Australian edge to The StandardX, Melbourne merch drop. The collection of caps, tees and totes features two exclusive designs: a hand-drawn ‘I heart’ motif—playfully nodding to the iconic ‘I Love NYC’ graphic— alongside Deering’s signature tagline, ‘Wear it,’ paired with a list of spaces inspired by the global Standard brand.

United by a shared passion for design, self-love, creativity, and fashion, Deering and The StandardX, Melbourne are committed to promoting local talent and artists. Nestled in the heart of Fitzroy—one of Melbourne’s most vibrant and eclectic neighbourhoods—the boutique hotel offers no shortage of vintage stores, independent restaurants, hidden bars, and art galleries to explore while sporting the playful merch capsule - ​ tourists and locals alike. 

For Erin Deering, the collection isn’t just merch—it’s a wearable celebration of her brand’s values and the city’s creative energy. "This collaboration is a celebration of everything that makes Melbourne unique - its vibrant music scene, its bold fashion, and the cultural pulse that ties it all together. We're excited to bring these elements to life through a collection that speaks to the magnetic energy of this city. It’s more than merch, this partnership is a celebration of our city and how much it means to all of us who work, live and play in Melbourne." - Deering, Founder

Experience-driven at its core, StandardX is as creative and unique as its surroundings—a sentiment echoed by Amar Lalvani, President & Creative Director of Lifestyle Hyatt Hotels Corporation, who reflects on how the collaboration came to life: “Creativity, community and collaboration is at the core of the Standard brand DNA, and as such, we are thrilled to be partnering with Erin Deering, one of Australia’s most accomplished entrepreneurs and creatives. Deering’s mantra of ‘personality-driven dressing’ is one that resonates with Standard International, as the mission with all our properties is to champion the unique personality in which the property resides. We couldn’t think of a better partnership to celebrate our Melbourne – and Australian – debut.”

Deering and The StandardX, Melbourne, invite their community to explore Melbourne, where every street has a story, every coffee is a masterpiece, and the city’s energy is unmatched.

The exclusive merch collection will be available for a limited time at StandardX’s neighbourhood bodega, ‘The Box’ (62 Rose St, Fitzroy VIC 3065), from Friday, 11th April. It will also be available online at Deering.world and Shopthestandard from 1st May.

ABOUT THE BRANDS
​Deering
​Deering is a modern fashion house founded by entrepreneur Erin Deering and rooted in a joyful celebration of fashion. Driven by unconventional sensibilities and a personal take on style, Deering’s straightforward approach eschews traditional seasons by focusing on a drops model, where collections are released every few months and tailored to the wearer’s many moods, feelings and lifestyles. ​
​Collection 02
​Press Release HERE
​Website: deering.world

About The StandardX, Melbourne
​62 Rose St, Fitzroy VIC 3065 ​
​The StandardX brand is the rebellious younger sibling of The Standard hotel brand. Designed for the adventurous traveler, The StandardX hotels offer a more raw, no-frills experience while preserving the distinctive energy and hospitality that make The Standard hotels so beloved. The brand chooses less discovered locations that pulse with cultural energy, placing guests on the cutting edge of art, fashion, and music scenes. The design features minimalist rooms—with just what guests need, and nothing they don’t. The current StandardX properties offer two culinary experiences: BANG, an all-day Thai restaurant, and The Rooftop along with The Box for grab-and-go snacks, pop-ups activations, and retail collaborations. The StandardX locations are in Fitzroy, Melbourne, and Bangkok, Thailand which mark the beginning of the brand’s expansion. The StandardX brand is now part of Hyatt’s lifestyle group and will soon join World of Hyatt. ​
​Website: TheStandardX.com ​
​Instagram: @TheStandardX
​Press Release: HERE

For media enquiry, please contact: ​
​Sarah Ryan | Reymond Communications
​
​E: sarah@reymond.com.au | M: +61 (0) 402 528 893 ​ 

Georgia Heathcote | Reymond Communications
​
​E: georgia@reymond.com.au | M: +61 (0) 497 199 842

Maddie Lurati | Reymond Communications
​
​E: maddie@reymond.com.au | M: +61 (0) 466 594 407