Sneak a peek at Daniel Brooke’s Twitter account for Notorious & Co and it reads: ‘We are a small street wear boutique in the heart of Bondi beach. We support all aspects of Hip Hop culture’. Drop down to one of his most recent Tweets and you’ll find an action man figure of an urban Eminem donning a white beanie and puffer jacket. A perfect storm of words and pictures.
Originally from Amsterdam – few more hip hop places in Europe – Daniel arrived in Sydney following a spell in Dublin, where his chief observation is: “Irish men are kind of lazy when it comes to their fashion, a polo shirt and jeans, same kind of sneakers. But the girls in Ireland go all out! Ridiculously short skirts, cleavage everywhere…” A remark born of someone who notices these finer details.
“When I was a teenager I used to model and you learn about fashion and get an eye for it,” explains Daniel. “You don’t need to wear a lot to do look good. Some guys and girls have no idea. They just need a little bit to make an outfit good.”
Notorious & Co has been running for over three years, following on from Daniel’s extensive retail experience in Sydney and his trial and error adaption to the ‘Australian way’. “You really need to knock a fair few times to get noticed here. It’s not like in Europe where you give your résumé and they have you on file and call you back. Here I realised you need to be in front of people.” He concedes that compared to Europeans, Australians are generally more open, more willing to lend a helping hand.
“We are just over three years old, so still a young company. I now have a good network, good local support and the people that shop here like the service and they come here and hang out. I want to be part of the local culture rather than just a store. That’s why I have crates outside, it’s inviting, interesting, creates a neighbourhood vibe.”
When it comes to owning your own business, freedom is a loose term. You may be free to run things how you want, but never truly free from responsibility. “You can do whatever you want,” explains Daniel, “but you have to be there nearly all the time.” Customer satisfaction and repeat business is probably the most satisfying part of his work. “When people come back and tell me that the last outfit nailed it and made their night that is really ideal for me.”
“Reinvent yourself whenever you can,” is Daniel’s key message. “Listen to your customers, if there is something that comes along that feels like it can keep you on the edge, then do it. Keep dreaming, never give up your dream. If you go down or a door closes it will open somewhere else.” Eminem himself, from the momentous Not Afraid, may put it: ‘Cause I’m raising the bar / I’d shoot for the moon but I’m too busy gazing at stars / I feel amazing and I’m…’
Address 3/121 Curlewis street, Bondi, New South Wales, Australia 2026
Phone 0424 525 055
Mon – Wed 11:00 am – 5:00 pm
Thu – Sat 10:00 am – 7:00 pm
Sun 11:00 am – 5:00 pm