Where’s Eugene began with a simple belief. We were never meant to be defined to fit into one box.

Founded in Melbourne by a tradie turned fashion designer despite the contrasting paths. Ella created the brand for those who feel most themselves when they challenge expectations. Those who believe fashion in a personal art form. Those who weren’t made to be a copy of the next person.

Inspired by Scandinavian and European simplicity, art, architecture and their ways of everyday life. Each piece is designed and crafted to become a lasting part of your wardrobe rather than a passing trend.

Named after Eugene (aka Wally) our founders shadow. Constant companion. Our muse.

Where’s Eugene - a reminder to stay curious, authentic and unapologetically yourself.

Love, Ella and Wally (aka Eugene) xo