As a new men’s fashion label in Melbourne, finding people that fit the brand you’re creating can be one of the most difficult places to start. The Archetype legacy is only just beginning, but we reckon we’ve found two Melburnians who encapsulate exactly what we’re about.

Man of style

Our friend Sam Wines has been a great addition to the Archetype team. Bucking the trend for your typical male model, Sammy is a science nerd of the highest calibre. Not only is he a stylish individual, he’s also a great bloke who’s very down to earth.

His passion for health, fashion and travel fits perfectly with the brand we’re trying to create, so it’s great to have his stylish nous on board. He’s also excellent company over a coffee or a beer!

Check out his lifestyle blog at



“Dress well, Drink well, Live well”

It’s not quite “look good, feel good, play good”, but Mr. Gumbatron’s lifestyle motto is something that we can relate to here at Archetype Threads.  We were stoked to meet up with the men’s fashion & lifestyle blogger for a coffee late last year in Melbourne’s famous Hardware Lane.

Mr. Gumbatron’s creative director Lex Mak lives and breathes Melbourne. An Architect by trade, Lex runs a design practice with a focus on coffee shops and cafe interiors – a pretty fitting decision for a man who spent ten years working in Melbourne cafes, bars and fine restaurants.

Check out his Men’s Fashion & Lifestyle blog at

It’s been great to spend time with such passionate Melburnians with an ethos for a rounded lifestyle. It seemed a no-brainer to get both these gents on board with us to help promote the Archetype way of living.

Welcome Mr. Wines – better than your average Chardonnay

Welcome Mr. Gumbatron – Architect and Archetype.

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