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Toronto report by Aviva Babins

04-08-2005   


 


 Future Vintage


Located in the heart of Toronto’s Queen Street West – a trendy and funky area that is comprised of Torontonians who are looking to stray from the norm – Preloved is the embodiment of style, innovation, and fashion.


 


Preloved garments are key to any fashionistas’ wardrobe: dressed up or dressed down, the effect of the garments truly depends on one’s own personal style.  Preloved is popular with the city’s hip crowd, and is all the while worn by celebrities like Hilary Duff, Kate Hudson and Toronto’s own Daria Werbowy.


 


I find that whenever I wear Preloved, I receive oodles of compliments – enough to tempt me to stride down the streets of Toronto, everyday, fully decked out in Preloved! The range is diverse and includes 3 lines dedicated to womenswear, and two to menswear.  Products include jackets, skirts, dresses, belts, skirts, shirts, handbags and more! The Preloved range has a price point of $29-$109, the Handcut range has a price point of $89-$250 and can be considered an alternative vintage version of haute couture (every item is hand cut), and lastly the B loved range has a price point of $79-$149 and is made combining new fabrics and simple silhouettes.


My personal favourite Preloved item has got to be my bed sheet dress – a strapless a-lined form fitting number made entirely from cotton tulip printed bed sheets. In fact, this dress is particularly exceptional as I actually own the same printed bed sheets and find myself camouflaged whenever I lie down on my bed, in my dress.  Preloved garments are attention grabbing and great conversation starters!


 



Having been a Preloved fan for eons, I jumped the chance to have a candid interview with one of the head buyers, the lovely Kyle McEachern. Being in the know, Kyle had already signed Preloved up with the LFF and so was not surprised when I entered the boutique, pen and notebook in hand.


Kyle took me through the store background and general concept generation process.  www.preloved.ca has the full scoop, but in short, Julia Grieve is the conceptualist and Peter Friesen the designer. They have been working together for 10 years turning the ordinary into extraordinary. Preloveds’ mantra is to provide one-of-a-kind affordable gorgeous pieces of clothing to the public, and with their ever-growing fan base, it is of no wonder that their creations are now spanning the globe – with concessionary stands in Holt Renfrew Canada, Hong Kong, Vancouver, Chicago, New York, and California!


I have always been interested in knowing how or if Preloved followed seasonal trends. Kyle was quick to inform me that the designs are inspired by the vintage fabrics themselves, and not the seasonal must-haves. I got the chance to walk through their in-house design studio and take a sneak-peak for spring/summer 2006.


I can definitely envision Preloved amidst Topshop’s TS design line. Watch out London-town, this Toronto boutique might soon be popping up at a retailer near you…


 


Aviva Babins
Toronto Fashion Advisor
avivababins@gmail.com




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