The strip, between Russell and Swanston streets, is where Melbourne's CBD retail renaissance started about 15 years ago.

Iconic menswear brands Fred Perry, Peter Jackson and Driza-Bone have moved into the seven newly created spaces along Russell and Little Collins streets, including a large Westpac branch.

While its address is 150 Collins Street, the 14-level tower sits behind the Scots Church on Little Collins Street.

Fitzroys agents Steve Brookes and Rick Berry negotiated the deals on behalf of the building's owner, the GPT Wholesale Office Fund. Three shops remain available for lease.

Mr Brookes said:  "It's been very interesting to see the level of inquiry take off, especially as the hoardings came off and people could see what the new spaces are like."

Peter Jackson, opening its 20th store, has taken a 120-square-metre shop and Fred Perry has relocated to a 42-square-metre space after operating for three years on the other side of the street.

Driza-Bone has opened its first company-run store in a 29-square-metre space where it will offer a full range of its clothing and accessories.

Little Collins Street rents range between $1500 a square metre for bigger spaces and $3000 a square metre for smaller shops.

Other recent leasing deals on the street include two shops at the ground level of Fender Katsalidis' Hero development, which is across the road on the eastern side of Russell Street.

Sydney label Corlection, which sells cutting-edge Japanese clothing, and New Zealand streetwear label I Love Ugly have moved into Russell Place, a cul-de-sac developing a reputation for cult labels.

"That's why I Love Ugly wanted to be there. They didn't want the foot traffic on the street. They wanted to be more of a destination shop," he said.

The strength of the strip is demonstrated by the recent sale of the Godwin Charlie shop at 194 Little Collins Street for $2.2 million on a 4.5 per cent yield.