Shop Local at Latitude Men’s Collection

1 April 2020

Meet Michael from Latitude Men’s Collection

Shop local at Latitude Men’s Collection and support your Sanctuary Cove community. Latitude offers customers quality menswear while specialising in European clothing, shoes and styling. The store focuses on providing clothing for men who tend to appreciate the finer things in life. We sat down with Michael to chat about how he came to be in the retail scene, his favourite items in store and what community means to him.

Shop Local at Latitude Men's Collection
What has been your journey to opening Latitude?

I’ve been here 25 years at Sanctuary Cove, I heard about the opportunity through a friend and decided to pack up my life in Sydney and move the family to the Gold Coast. It’s a great place to be and I just love it.

I had a background in managing fashion and importing accessories, but I knew I wanted to open a men’s unique and upmarket retail store. Latitude has been in its current location for nearly 8 years and I designed and built it with the help of a few friends. It has a modern, beach house-feel in a classic coastal white palette. We sourced all the materials ourselves and installed cedar strips on the ceiling, wall paneling and shelving and added feature display stands to take advantage of the light. I think it complements the location here at Sanctuary Cove.

How would you best describe the shopping experience at Latitude?

I like to think of it as ‘simply unboring’, customers come in here knowing they will find a unique mix of European brands and shirts with a ‘twist’.

Where and how do you source your products for the store?

At Latitude, we do not stock any brands that you would find in department stores. I source European brands that have that resort style. Each year I travel to Italy and Germany for four weeks and attend major trade shows. The one in Florence is one of the largest men’s upmarket fashion trade shows with contemporary high-end styles. I also travel to Rome and Milan to see the smaller showrooms. I’m always looking for new brands and try to stay relevant to the market, which is actually the hardest thing to do. Luckily, my customers have the same taste as me and like what I put together.

What are your signature brands or items at Latitude?

Our shirts are definitely the most popular item and people keep coming back for them, in particular my Italian shirts. I design some of them including the trims and details. I’m constantly tweaking and applying different elements to the shirts; I just love the designing part.

We stock a few of the brands including A Fish Named Fred which is from Amsterdam, R2 Shirts also from Amsterdam, Meyer and Bugatti from Germany, along with Rich Friday brand of quirky shirts. I see the store as a sum of all parts, you will not find all these elements elsewhere together in one place.

Shop Local at Latitude Men's Collection
Tell us about your customer?

I am very lucky to have a loyal following and they come from everywhere: Brisbane, greater Gold Coast, interstate, New Zealand and yes of course locals. I have an eclectic range and people seem to love it.

What are your passions?

I love food and wine, exploring the Italian life. I get so much inspiration every time I travel overseas.

Tell us more about what the Sanctuary Cove community means to you…..

The loyalty and support of the residents over the years has been much appreciated. We live in a beautiful area and so fortunate to have a shop here, it is a great place to be.


Quick 3

Red or White? Love both.

Typical Breakfast? Nothing, but I do like a fruit salad and yoghurt.

Favourite holiday destination? Where else, Italy (but that’s all work ).


Where to find Latitude Men’s Collection

42E Quay Street, Sanctuary Cove

Phone: 5577 9555

Opening Hours:

Wednesday – Saturday: 9.00-16.30

Sunday: 10.00 – 15.00

Monday: 9.00 – 16.30

Tuesday: 10.00 – 15.00


It’s easy to find all of your fashion needs at Latitude Men’s Collection. Shop Local at Latitude Men’s Collection and support The Marine Village today!


Back to Articles