— a refined edit of modern essentials, crafted with premium materials and designed for lasting, everyday wear.
New Arrivals
Quadretti Medium Tote - Chocolate + Black
EMBELLISHED LONG-SLEEVE TEE
Vintage Lasso Jean - Vintage White
Cotton Ribbed Socks - Petrol
No. 7 Necklace - Strawberry
Vintage Reworked Culotte - Indigo
MERCADO | SMALL - CHOCOLATE + PALM
Recline Bateau Long Sleeve - Espresso
MERINO WOOL COLORBLOCK CARDIGAN
Lange Lasso Jean - Indigo/White Stripe
Cotton Socks - Grey
Braided Phone Carrier - Blue
Discover our
End of Season Sale
A new season unfolds—layered textures, refined tones, and effortless transitions.
Discover the new Palorosa collection—an elevated study in form and color, showcasing the latest Mercado palette alongside the new Quadretti tote.
Shop the latest from
B Sides Jeans
Cordera
Palorosa
Euro Summer & Resort Wear
" a considered collection of modern tailoring, elevated essentials, and refined seasonal layers designed for a contemporary wardrobe.”.
“The light lowers, the palette deepens, and the season shifts with quiet resolve.”
Gallery
Frequently Asked Questions
Shipping
All orders are shipping from our Bangalow store.
Standard Shipping $10
Express Shipping $15
Further details on our shipping policy can be found here
Returns
Online Returns
We want you to love your purchase. We accept returns on full-priced items within 7 days of receiving your order.
Items purchased in Sale are eligible for exchange only. Sale items discounted more than 50% or purchased with additional discount codes are considered final sale.
We are unable to offer returns on earrings, underwear, books, socks, beauty products and vintage.
Items purchased via afterpay will be refunded minus the merchant fee, alternatively a store credit or exchange can be issued.
Further Details on our returns policy can be found here
Payment Options
We accept all major Debit and credit cards.
Buy now pay later with Paypal and Afterpay.
At the crossroads between art and life, East Coast General is an independent multi-brand boutique and purveyor of functional beauty. Inspired by traditional craftwork updated in a modern form, we exhibit a tactile palette of apparel, accessories, homewares, and beauty made to bring charm to everyday tasks. Our ethos is premised on the notion that nothing is precious—beautiful design should be fundamentally functional.
Rooted in quiet luxury and slow fashion, we partner with responsible global designers who favor natural textiles and circular longevity. As an authorized Australian stockist, we are proud to house the fluid silhouettes of Cordera, the artisan vintage denim of B Sides Jeans, the texture-rich knitwear of TOAST, and the handcrafted leather goods of Hereu.
These are complemented by our in-house label, E.C.G.—proudly designed and made in Australia as the "vintage of the future.
