Launnie Long-standers: Route 66

Wander into Route 66 and you’ll feel it straight away; this isn’t just a clothing store. It’s a time capsule of authenticity, urbanism, and carefully curated style. The racks echo stories of high-quality streetwear and the confidence to express oneself through attire. And at the heart of it is Paul, founder, shopkeeper, and unapologetic denim devotee.

“I always had this idea,” Paul begins, “I wanted something that had an American highway feel, not to be Americanized, but rustic. Real.” In the late 90s there were over 100 Australian businesses using the Route 66 name—milk bars, bottle shops, even a few clothing stores but nothing quite like what Paul envisioned for Tasmania. So, he registered the name, carved out his niche, and built something that felt true to him.

When Route 66 opened its doors in Launceston in 1997, the retail scene was bustling. “Back then, there were maybe 10 or 12 denim stores,” Paul recalls. “Denim was massive. People shopped local. It was the thing to do.” But over the years, retail has evolved. Shopping habits have changed and so have customer expectations. While trends have come and gone, Route 66 has stayed true to its roots—offering something distinct, authentic, and full of personality.

Over the years, Route 66 has stood its ground. “We still offer something different,” Paul says. “People aren’t as brand-obsessed anymore. They come here for the vibe. The experience. The authenticity.”

Community connection plays a big part in that. “There’s someone new walking through the door nearly every day,” Paul grins. “And a lot of locals know each other! We all support each other in the CBD.” While younger shoppers might gravitate toward trends or convenience, there’s a steady wave of loyal regulars who know where to find quality, story, and style under one roof.

And it’s not just about fashion. Route 66 has always been about creating a feel. “We built the entire fit-out with local cabinet makers,” Paul says proudly. “I didn’t want to use generic fixtures from big brands. Even the floors were done to match Levi’s premium requirements. Every detail was thought through.”

That attention to detail paid off. Over the years, Route 66 has secured exclusive products especially in the sneaker game, and built a reputation for stocking items that you can’t get anywhere else in the state. “People wait months to order these things online. Now they can try it here, walk out with it, and get that personal service too.”

But it hasn’t been without its challenges. “Online shopping is the big one,” Paul admits. “We tried it for a bit… but we pulled back. Our strength is in-person. That face-to-face connection.” And despite interest rate spikes and economic pressures, the store has managed to weather every storm.

When asked what advice he’d give to someone starting a business in Launceston today, Paul keeps it grounded: “Start small. Make it unique. And back yourself, especially in a place like this, where there’s still room for character.”

As for the future of Route 66? “I just want to keep it going. I don’t want it to fade away. If I can pass it on and partner with someone who gets it, who loves it like I do—that’d be ideal.”

So what does it mean to be a Launnie Long-stander?

“It means standing the test of time. This is a great city. And we’re still here, doing what we do best.”