MURAL ALERT: Sofles reignites Smith Street: raw energy back to Fitzroy & Collingwood
A new Sofles mural has just landed, and it marks the second chapter in Juddy Roller’s renewed push to restore Fitzroy & Collingwood’s reputation as the beating heart of Melbourne’s street art culture.
Unveiled this week in Collingwood, the large‑scale work is part of a self‑initiated program by Juddy Roller to bring back the raw, artist‑driven energy that once defined the neighbourhood. Entirely independent of commercial commissions or council funding, the project is funded by Juddy Roller, with paint materials donated by Dulux. Sofles himself contributed a significant portion of his time, underscoring his personal connection to the area and commitment to keeping its cultural integrity intact.
Just 50 metres up the road, Hiroton’s recent POSCA International Mural Exchange piece set the tone. Now, with Sofles’ addition, Smith Street is being deliberately re‑anchored as a living street art corridor, one shaped by artists, not algorithms or advertising.
A return to the spirit that built Fitzroy & Collingwood
For Juddy Roller Founder and Creative Director Shaun Hossack, this project is more than a mural, it’s a homecoming.
Juddy Roller’s studio operated out of Fitzroy for 15 years, producing countless murals across the neighbourhood during a formative era for Melbourne street art. “We’ve since moved on from that physical location,” Hossack said, “but our heart has never really left this area, and that’s exactly why projects like this matter.”
He’s quick to clarify that this isn’t nostalgia, it’s continuity. Fitzroy and Collingwood were once a global reference point for street art, shaped by the Everfresh Studio era, a constant flow of international artists, and walls painted for the pure love of painting. Banksy, Invader, Smug, Rone, Adnate, many of the artists who helped define Melbourne’s identity passed through these streets.
“That sense of movement, cultural exchange, and experimentation is what made the area so special,” Hossack said. “This project is about honouring that spirit, not by recreating the past, but by creating space for artists to work authentically again, right here on the street.”
Reclaiming Street Art’s original purpose
Juddy Roller’s Smith Street initiative is intentionally modest in scale but ambitious in philosophy. The goal: prioritise artist‑led work, local relevance, and cultural value over branding, spectacle, or curated “Instagrammable” moments.
“These murals aren’t about advertising,” Hossack said. “They’re about reminding people that street art, at its best, is a form of cultural expression that belongs to the street first.”
With Sofles’ mural now complete, the hope is that this project sparks a renewed appreciation for Fitzroy and Collingwood as places where street art can still be bold, challenging, and rooted in community, not just decoration, but dialogue.
About the artist: Sofles
Sofles is one of Australia’s most respected graffiti and street artists, known for his technically precise, large‑scale murals and deep roots in Melbourne’s graffiti culture. Emerging from the city’s laneways and train lines, his work blends control with explosive energy, often revealing new details the longer you look. His murals can be found across Australia and around the world, each balancing the raw language of graffiti with a refined artistic sensibility.
Discover more of Sofles’ work (+100 murals) on Street Art Cities.
About Juddy Roller
Juddy Roller is a public art and placemaking studio working at the intersection of art, architecture, and the public realm. Known for embedding large‑scale artworks into the fabric of cities, including the Silo Art Trail, the Collingwood Housing Mural, and the Wall to Wall Festival—the studio collaborates with artists, councils, developers, and communities to create culturally grounded, long‑lasting public art.
Final thoughts:
Melbourne’s influence on global street art has never been accidental, it’s the product of decades of artist‑led experimentation, cultural exchange, and a community that has consistently defended the right to create in public space. Fitzroy and Collingwood, in particular, have long served as the city’s creative engine room, where walls became meeting points, ideas moved freely, and artists from around the world came to leave their mark.
Projects like Juddy Roller’s new Smith Street murals remind us why Melbourne continues to matter. They reinforce that the city’s legacy isn’t just historical, it’s ongoing, evolving, and still driven by the same authenticity that first put it on the map. That enduring spirit is exactly why Melbourne has been nominated for Street Art City of 2025, a recognition that celebrates not only its past achievements but its continued commitment to fostering genuine, artist‑centred culture.
As Sofles’ new mural settles into the rhythm of Smith Street, it stands as both a tribute and a challenge: a reminder of what Melbourne has built, and an invitation to keep pushing the culture forward.