Shop for conscious consumers popping up on Pin Oak

Media Release

Evolution Emptor popup shop 64 Pin Oak Crescent Flemington Victoria 3031


In this modern world of 24/7 work, unaffordable housing, consumerism and waste, have you ever longed for a simpler life: A life less hurried, more true to your ethical values and in touch with your community?

Janene Trickey did.

She left her marketing job in the city to go back to university and complete a double masters in journalism and sustainability. The time out allowed her to imagine a new future.

“Marketing is a young person’s game. I can’t imagine doing that in my 60s or 70s, and I doubt I’d be employable in that arena at that age even if I wanted to be,” Janene said.

The result of this pondering is online store Evolution Emptor, which is about to pop up for a limited time in Pin Oak Crescent, Flemington. provides a lifestyle collection and community for conscious consumers – evolved shoppers who care if the products they buy have caused harm to people, animals or the environment.

The online store stocks stylish products from small Australian businesses dedicated to principles of sustainable manufacturing. The collection includes clothing basics, accessories, homewares, beauty products, cleaning products and gifts.

“The products we stock, first of all, have to be well designed and functional. We then check the supply chain to ensure the highest standards of workplace safety, conditions and environmental protection have been applied to their manufacture,” Janene said.

Some of the products have been made overseas, but most have been designed and developed by small Australian businesses.

“We want to support Australian designers who are as passionate about sustainability as we are. The collection will evolve as we find stylish new products that meet our strict criteria,” Janene said.

The Evolution Emptor popup shop will be located at 64 Pin Oak Crescent Flemington from Sunday 14 June until Friday 31 July and will be open from 10 am until 3 pm daily.

The launch party will take place Saturday 13 June. For an invitation visit

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