Feral Flavour Boutique and gift store opens new range of men’s surf wear and niche fashion on Chapman Road

A pop-up store in Geraldton’s CBD has turned permanent after a former Harvey Norman computers franchisee received feedback there was a lack of men’s fashion in the city.

Former Harvey Norman franchisee of five years Flavia Alves Deargolo has opened a fashion boutique and gift store on Chapman Road, Feral Flavour, with a range of niche clothing options for men and women.

Ms Deargolo said she always loved craft since her mother had a taste for it in Brazil, and the store offered sustainable denim and surf wear options for men.

“I’m trying to boost male fashion, because Geraldton definitely lacks on guys clothing, there’s only two surf shops otherwise they have to go to Kmart or Cotton On,” she said.

Ms Deargolo said the store sold Harley Davidson attire, second-hand vintage clothing and Australian-made brands including independent surf brand Bird and Hill.

“Everyone looked the same. This will be great for Geraldton, it’s really affordable fashion and I’m supporting local crafters, too,” she said.

“My partner makes home decor out of recycled wood, we’re trying to be a little different.”

The store opened on Thursday at 14 Chapman Road.