Ten years ago Brian and Vincent Wu decided to quit their jobs in IT and start a clothing store. Not the most likely career change, but a decade down the track Incu remains one of Australia's most forward-thinking and interesting outlets in the game, having built a reputation for bringing in world-leading labels that no-one here had thought to get a hold of. Last year they decided to get in on the action themselves, and launched their own, much acclaimed label, Weathered – the emphasis being on simple styles, done right.
To celebrate their 10th birthday, the brothers Wu are going all out. They've just opened a men's store in Melbourne's QV (with a design inspired by Mad Men), as well as launching an Incu gelato (cacao swirled with madarin sorbet), which they'll be scooping personally in Sydney from Thursday to Saturday at Messina. Melbourne gets its icecream on Sunday. They're also putting out a 10th anniversary edition of Incu Edition magazine, featuring interviews with 10 of their favourite designers. Looking forward to their 20th birthday already.