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Mayfield West

Fever Dream

Local fashion and home décor with personality to spare

A whole lot of colour has just landed on Maitland Road in Mayfield West with the arrival of local fashion and home décor retail space, Fever Dream setting up shop on the local strip.

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Brought to us by the bubbly local creative friends, Rebecca & Georgia, Fever Dream is the culmination of the pair’s individual creative pursuits; Rebecca studying Fashion Design in Sydney and developing her own brand; Kendrick, and Georgia’s array of skills, including work in fashion, candles, soaps, and most recently; ceramics.

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“I started making my Kendrick label which is all recycled material made into basics. I wanted to make a lower level, more affordable basics that don’t require the production of textiles. I started doing that in my own spare time and doing market stalls,” Rebecca said.

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Both girls grew up in Newcastle and were a part of the same circle of friends in high school, the pair both drifted away from town in those early years following school before returning to Newcastle.

“We both have a very similar timeline with moving away and then coming back,” Georgia said.

fever dream retail space mayfield west newcastle

Working in retail, the two shared their dreams of creating something of their own; a space that would champion local creatives. Putting their dreams to paper, the world of Fever Dream slowly started to come together.

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Launching the store in mid-March, quite literally the week before shutdowns were happening across the state. Putting the business on hold for a few months allowed them more time to focus on the business plan, before finally reopening early June. 

“Our ethos is a collective of local artists. We want to build a collective of people to contribute to the store but also form a community for us all to be artists together,” Georgia said.

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The space is sure to catch any passers-by’s eyes with the bright neon pink business logo in the window and rainbow-like walls enticing you in. It might only be a small space, but it sure does pack a punch with not only the pairs own brands, but over 15 other brands stocked instore.

“We would just fantasize about all of the brands we would have in our store because we’re obsessed with Australian made products. Some of those have actually come to fruition like Elleni; the berets.

“All of my pottery is Squished Ceramics. I have an isolation series, where all the pieces that have been made in isolation have isolation written on the bottom of it.”

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Obsessed with learning new skills, you might find one of the girls hanging out by the newest addition to the space; which isn’t quite so new at all. The unusual-looking piece of equipment from the 50s/60s is a vintage knitting machine.

“I’m only just learning how to use this but basically it knits for you. At the moment we’re pretty into these knitting machines. We want to make scarves, mittens, and other knits,” Rebecca said.

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Not just wanting to be a retail space, the girls have plans to utilise Fever Dream as a launchpad for local creatives.

“Our main goal is to just have local artists that we’re friends with in here. Everyone needs a leg up, and I always needed one and had no one to give it to me. We would love to have more artists in here,” Georgia said.

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Currently, the walls are donned with works from local emerging artist, Rosie Turner and the store is filled with all sorts of creative goodies including sustainable activewear from Shine Active, vegan and cruelty-free nail polish; I Scream Nails, handmade natural bath and body products and so much more.

“We’re big on sustainable here as well. We’re really looking for people that utilise waste as well.”

fever dream retail space mayfield west newcastle

The girls have big plans not only for their space in Mayfield West but for the brand, Fever Dream, as a whole. Including plans to offer community-based art classes, workshops, and galleries.

“Newcastle is such a good location for us to do this because people are really community-minded and really loyal,” Rebecca said.

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Go and support the two creative gals over and check out Mayfield West’s newest neighbour; Fever Dream.

Fever Dream

406 Maitland Road, Mayfield West, NSW, 2304

Today - 1000 - 1600