The City of Fremantle has launched a bold new campaign to remind consumers that shopping should not be a cookie-cutter chore.

Sure, chain shopping centres might be convenient but let's face it, they're all a bit… same-same. Enter Fremantle: a playground of independent boutiques, quirky makers, and passionate shopkeepers offering a retail experience like no other.

Strolling its historic streets feels like diving into a treasure chest, and not just because you're bound by the ocean on one side and the river on the other.

The latest Adidas release? The perfect pair of jeans? Maybe it's a statement vase for your table, an elusive copy of a favourite book, or something you don't even know you're looking for… like a pair of cowboy boots from 1965 or an undiscovered gem for your vinyl collection. Whatever it is, you'll find it in Freo.

Every store brims with personality, and every purchase comes with a story.

"Our streets are full of surprises—think bespoke homewares, independent fashion, vintage treasures, and local art you simply can't find anywhere else," said Fremantle Mayor Hannah Fitzhardinge.

"And once you're done indulging in a little retail therapy, you can wander onto the beach, take a dip, and sip cocktails delivered right to your sun lounger. Name another shopping destination in Australia where you can do that!"

To coincide with the campaign, a series of billboards have popped up across Perth to encourage shoppers to think outside the (big) box, ditch the chains, and shop local in 'rizzy' Freo instead (that's Gen Z code for 'charismatic' to those born before the millennium).

The campaign will also include a digital spotlight on the city's beloved independent retailers and a map to help you find all 70+ of them across North, South and Central Freo including ever-evolving lifestyle emporium Kate + Abel, contemporary menswear curators Mad About The Boy, eclectic furniture warehouse East West Design, and peddlers of all things nautical, the iconic Chart & Map Shop.

The map is available for download on the digital hub or can be picked up at the Fremantle Visitor Centre and a selection of independent retailers throughout town.

The playful campaign isn't just a love letter to Fremantle. It's an in-your-face nudge to remind you that shopping should be fun, inspiring, and a little unpredictable. Because let's be honest: big box shopping centres may have shiny floors and food courts, but at the end of the day, a box is still a box.

Are you ready to ditch the chains and rediscover the joy of shopping? Fremantle is waiting—all rizz, no cap.

For more information visit: visitfremantle.com.au/shop-independent

ENDS

Media Enquiries

Jess Foley
Destination Marketing Officer
City of Fremantle
T 0420 400 425
E jessf@fremantle.wa.gov.au