The Vintage Frames Company x Editorial Boutique x The Montreal Gazette
New boutique edits from high and low lines
A new boutique has sprouted in downtown Montreal, nestled among the cafés, restaurants and luxury condo towers on Stanley St.
Editorial aims to attract customers from young to middle-aged who have taken to dressing high and low. “We believe there’s a transition that’s happening,’’ said co-owner Jackie Wong, who with sister Winnie, and partners Yaniv Moyal and Stevie B. Hamron (yes, of Time Supper Club) are doing the editing – also called “curating’’ in current fashspeak, or buying – for the boutique.
So far, the boutique stocks easy, inexpensive layering Ts from an L.A. line called Uniq, upscale jeans like AG, Levi’s Made and Crafted and J. Brand, Luv U Always leggings from Montreal twins Tara and Gabrielle Garbarino, and Ts from Laugh, Cry, Repeat. Still to come will be hot labels like the denim collaboration Marni for Current Elliott, McQ, Alexander Wang and Hasbeens, the Swedish clog brand that arrived in town last summer, only to be snapped right up.
In jewellery, Big Bang, Erin Wasson and House of Harlow are on order, and vintage sunglasses by Corey Shapiro are already in stock but hidden away. Winnie Wong and Moyal are veterans of the jeans business, having sold the Guido and Mary line they founded some years ago.
Moyal said stores in Montreal have not been serving the high-low customer in one destination. He said the Stanley St. location appealed because of the boom in the area, and noted that Stanley has a storied past as the former epicentre of gay Montreal, “This used to be the street,’’ Moyal said.