THE UNNECESSARY STORY

Some families build legacies on providing people what they need, we built ours providing people what they want.

Born in Australia, influenced by a world of finer things, UNNECESSARY exists for those who know the best things in life serve no real purpose, except to make life better. Coca-Cola over a Zacapa 25yo Rum, a bump of caviar on a McDonald's hash brown, a Chateau d’Yquem with your Aglio e Olio or, just a formal lapel on comfortable hoody… history proves that practicality is for the uninspired.

Fashion, the next logical step. Let’s create a uniform for those who understand that indulgence isn’t a necessary pleasure, it’s a way of life. Designed in Australia, made for anywhere, and worn by those who don't need validation, who carve their own path. Those who don’t need to improve their lives, but constantly strive to do so, because they want to.

Clothes are just a taste of what's to come. UNNECESSARY isn’t for everyone, it’s for the ones who appreciate the finer things without explanation, who know that exclusivity isn’t about price tags, but access. Through clothing, events, and collaborations, we’ve built a community where necessity is an afterthought, and the unnecessary is just the beginning. You're invited.