Hugo's Deli Observe II

Observe and Hugo’s Deli's second collaborative effort, features an exclusive edition of the Classic Logo PVC Tote, made in Hugo’s signature maroon red canvas and finished with the Hugo’s Article stamp.

Alongside the release, Hugo’s will serve an exclusive Cotoletta Panino—available for 1 week only.

The collaboration will be available from 5PM on Thursday, May 2nd, 2025, at Hugo’s Deli, 119 Swan Street, Richmond, and online at Observegallery.com.

Chinatown Country Club Observe

Introducing the first collaboration between Observe and Chinatown Country Club—an independent fashion retail concept and label based in Sydney. CCC operates at the intersection of exclusivity and familiarity, drawing on the codes of traditional country clubs and the cultural warmth of Chinatown.

The project centres on Observe’s iconic Classic Logo PVC Tote, reinterpreted using plaid flannel cotton and introducing a new cross body component. Designed as a reflection of both brands’ approach to community, identity and everyday function, the bag blends utility with sentiment—adaptable and intentional in equal measure.

The collaboration marks CCC as Observe’s latest stockist and is now available online at Observegallery.com and in-store at Chinatown Country Club, 222 Clarence Street, Sydney NSW 2000.

Hugo's Deli Observe

Introducing the first collaboration between Observe and Hugo's Deli.

Hugo's Deli, first opened in 2022 in Swan St, Richmond. After 2 years, it has quickly established itself as a culinary and cultural institution.

The project looked to combine both Observe's and Hugo's love for New York and European Culture, designing a Football Polo, using Observe's minimalist ideology and Hugo's famous colour palette. The collaboration also presents a new Sandwich on Hugo's menu, The Heritage Panino, inspired by the flavours of each brand's ancestors.

The new collaboration is set to launch Sunday, February 18th at 10 AM AEST on Observegallery.com and at Hugo's Deli at 119 Swan Street, Richmond, 3121

Standing Room Observe II

Introducing the second collaboration between Observe and Standing Room, featuring a Cafe Apron Uniform for Staff.

After a successful collaboration in 2023, Observe and Standing Room have developed an uniform for Staff in store at Fitzroy North, Melbourne University, Monash University and RMIT University.

The project looked to develop a utility style 100% cotton canvas cafe apron, combining the minimalist aesthetic of Standing Room and Observe, whilst accomodating the needs of the cafe employee.

The new collaboration is set to launch Wednesday, January 29th at 12 PM AEST on Observegallery.com and Standingroom.com

Standing Room Observe

Introducing the first collaboration between Observe and Standing Room, featuring an exclusive coffee blend and minimalist mug design.

Standing Room first opened in Union House at Melbourne University in 2013 as a hole-in-the-wall cafe. Since then, Standing Room have opened up at RMIT, Monash University and it's first stand-alone full-service cafe in Fitzroy North.

The project looked to develop an Italian-style Espresso blend inspired by Observe's Italian origins. Whilst maintaining modern tasting notes of Caramel and Roasted Almond, the blend incorporates more traditional notes of dark chocolate, making up what is a dark espresso blend. The roast uses 50% Buesaco sourced in Colombia and 50% Spo Piatã, sourced in Brazil.

'Roma' is roasted in Fitzroy, Melbourne.

The new collaboration is set to launch Wednesday, May 24th at 12 PM AEST on Observegallery.com and Standingroom.com