WHEN Newcastle brothers Jacob and Nathan Pepper opened their store in the car park behind Darby Street earlier this year, they wanted to create "something different for Newcastle".
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W.I.A. brings together barista-made takeaway coffee and locally produced men's streetwear in a new shopping experience for the Darby Street scene. The W.I.A. concept began as a way to fulfil the desire for a shopfront housing Jacob's online clothing business he established in 2013.
The inspiration for the brand "What is Art" came about after a trip to Norway by Jacob, the former Jets midfielder who has signed with Western Sydney Wanderers for the next A-League season, to visit his brother. An abundance of small label clothing outlets was something missing back home.
Wanting to witness the trend in Australia, Jacob decided his best bet was to create his own label.
What is Art incorporates reasonably priced printed T-shirts, hoodies and headwear all available at the Darby Street location. Appealing to a wide variety of tastes with simple designs, all items in the range are locally designed and printed.
The brothers never expected to find their success crossing generational barriers as it has done.
"It's a mixed lot of people," Jacob says of their market. "We are selling to kids and 60-year-olds."
When the brothers collaborated to develop the store they felt they could take it a step further by supplying a roller-door style coffee service for the street. The result is a space attempting to avoid the awkwardness of stiff commercial and retail interactions.
To give the facade some life they commissioned local artist and friend Mitch Revs to paint features inside and out. The cool effect of the artwork echoes across the car park to a spray paint mural opposite, created last year by leading American artist Tristan Eaton.
While barely visible from the main street Nathan gives credit to the art for being a powerful marketing tool.
He describes the location as "perfect" for drawing curious patrons to the store, acknowledging "people just like to take pictures".
Another aspect setting them apart from competitors is the hands-on approach of their business model.
"Little kids come in, buy a shirt and then you'll find yourself playing Xbox with them half an hour later," Nathan says of their in-store antics.
They like to play customers and host tournaments on the in-store console.
High scores and winning streaks aside, future goals include expansion of the store's concept Australia-wide.
In the meantime they are content keeping it close to home.
W.I.A. Shop 5, 113-125 Darby Street, Newcastle, Open 7.30am to 4pm weekdays, 8.30am to 4pm on weekends. Phone: 0403664450; whatisart.bigcartel.com/; facebook.com/wiastore; Instagram: @W.I.A–STORE
