When Alemais owner Lesleigh Jermanus and her retail veteran husband Chris Buchanan set their sights on converting a historic pub into the fashion brand’s first store, the pair kicked a hornet’s nest of community opposition.

Almost immediately after the plans went public last week, the development application sparked a groundswell of community activism opposing the brand’s plan to convert the $6.2 million Village Inn in Sydney’s Paddington into a retail outlet and co-working space. Locals seeking to preserve the well-heeled inner-city suburb’s history and character are not impressed.