Recently, on one of October's last balmy Friday afternoons, I took off early for a top-down cruise to Toronto's west end. I ended up at Shopgirls boutique, and soon discovered the best thing since sliced bread (particularly for a fashion junkie who loves sliced banana bread) -- Second Yoga Jean. Think "so comfortable you could do yoga in them" as opposed to "wear these to your next Bikram class." The label celebrates ten years this fall, how did I NOT own a pair yet? Seriously, my butt has never dug a pair of denim so much. Second's Yoga Jeans use denim with 92% shape memory, while the industry standard is only 64%. So wear them to work, on a plane, to the movies and out again - these legs will keep their shape.
Shopgirls owner, Michelle Germain, is a huge supporter of Canadian labels and features more than 80 in her boutique. The selection includes accessories (loved the found object jewels by Ashley Winnington-Ball and recycled fur and leather pieces by Rachel F.), knitwear, apparel, outerwear (Stacey Zhang and Mackage) and of course, denim. She is even expanding her offerings to include art and home decor items too. If you're looking for boring, look elsewhere. Shopgirls' inventory is full of the interesting, unusual, fun, funky and even avant-garde.
I recommend getting on Shopgirls' mailing list to keep tabs on monthly events, such as this Wednesday's Walk the Walk for Windfall (October 27th, 8pm - 11pm). Featuring customers and fans as models and styled by The Refinery's Wendy Woods, the night is a fashion extravaganza in support of Canada's only new clothing bank, Windfall. A $20 ticket gets you a drink ticket, a gift bag and a show. (The feel-good vibes for helping a great charity are free.) Click here to get your ticket now!
Mailing list is very important for any business, as it helps in advertising about new products and services.
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