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.

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.”

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.

This text taken from the Street Art Cities substack article.