🌈 About The Poof Store

Born in Sydney. Built with Pride. Styled for You.

The Poof Store was founded in Sydney, Australia, by Matthew Simpson, a proud gay man and seasoned fashion buyer with over 15 years of experience working with global brands including Under Armour and Tommy Hilfiger.

After years of curating collections for major labels, Matthew saw a gap in the market—there wasn’t a space that truly celebrated the style, sass, and spirit of the LGBTQ+ community. So he created one.

✨ Our Mission

The Poof Store is more than a clothing brand. It's a celebration of queer identity, diversity, and fabulous fashion. We curate collections that embrace the bold, expressive, and unapologetic style of the LGBTQ+ community—because we deserve to see ourselves represented, proudly and authentically, in what we wear.

Every item in our store is selected with purpose, personality, and pride.

👠 Our Founder

Matthew is not only a fashion expert—he's a leader in LGBTQ+ advocacy within the corporate world. He played a key role in driving Under Armour’s global Pride initiatives, including launching the Under Armour Pride Team and championing the company’s sponsorship of WorldPride in Sydney, with a special focus on Pride in Sport.

With The Poof Store, Matthew brings his industry expertise and deep community commitment together to create a brand that's by us, for us.

💖 Giving Back

We’re proud to put our money where our mouth is. That’s why 1% of all sales from The Poof Store go directly to two life-saving organisations:

• The Trevor Project – supporting LGBTQ+ youth mental health and suicide prevention globally.

• Minus18 – empowering LGBTQIA+ youth right here in Australia through education and community.

👗 Our Vibe

Stylish. Fun. Queer. Unapologetic.
Whether you’re looking for something sexy, sporty, or spectacular, The Poof Store is here to serve looks with meaning.

Mission Statement

The Poof Store exists to celebrate, support, and empower gay men through expressive fashion that proudly embraces identity and diversity. We offer bold, affirming, and stylish clothing tailored to the lives and sensibilities of queer men in Australia and beyond.

More than just a clothing retailer, The Poof Store is a platform for unapologetic self-expression, community pride, and cultural reclamation. By reclaiming the historically derogatory term "poof" as a banner of identity, strength, and authenticity, we foster a space that is fun, inclusive, and deeply rooted in the values of the LGBTQ+ community.

Core Values

• Pride in Identity: We believe in the freedom to live and love visibly and authentically.

• Community Empowerment: We donate 1% of all revenue to Minus18, a nationally recognised not-for-profit supporting LGBTQIA+ youth.

• Reclamation & Representation: We stand proudly behind the name The Poof Store as a statement of power—reclaiming language once used to shame, now used to celebrate.

• Style with Substance: Our designs speak to the queer experience, with fashion that’s fierce, joyful, and unafraid.

Our Commitment

The Poof Store is owned and operated by a gay man and actively engages in LGBTQ+ community events, collaborations, and campaigns. From launch, the store will feature Australian and international queer designers, promote visibility for LGBTQIA+ voices, and continuously support causes aligned with queer youth, health, and advocacy.

Our name and mission are a reflection of our belief: that what once hurt can be transformed into what heals, uplifts, and inspires.