Look Sharp!
Winnipeg’s boutiques are on the cutting edge of local fashion
Marlo Campbell



How many times have you heard people say there’s no good shopping in Winnipeg?

Those people are wrong.

Not only does this city actually have a fashion scene — full of local designers and independent retailers — but it’s also a scene that’s growing.

In the last couple of years alone, a handful of young entrepreneurs have opened up shops and joined the ranks of more established boutiques, some of which have been around for decades.

That’s right, decades — where have you been?

So, if you’re looking for a specific line you saw in a magazine, or if you want something completely unique, then Winnipeg’s locally owned boutiques have a wide range of clothing, shoes and accessories to suit your needs.

“There’s so many creative people in Winnipeg — artists, musicians,” says Rachel Gorenstein, who buys for Moulé and also designs her own clothing line, Rachel Mara.

Beverley Gorenstein, Moulé’s owner (and Rachel’s mom), has been setting fashion trends in Winnipeg for 20-plus years. For her, success is about foresight. She carries looks that are stylish but which can also stand the test of time — pieces still look good five years on.

Aubrey Margolis, owner of Danali His & Hers Urbanwear, says Winnipeg’s fashion scene isn’t as visible as those of New York or Paris, but that doesn’t mean we don’t have style.

“It’s a smaller market,” he says of Winnipeg, “but no less knowledgeable or fashionable.”

In business since 1978, Margolis still travels extensively to keep on top of the newest trends and hottest design lines. He and his staff know fashion: Jonathan Jacob, who assists with buying and also makes his own clothes, can explain the process of creating quality denim from the moment cotton is picked to the different dyes and finishes that affect the finished pair of jeans. Shopping with these two is an education.

“You have to be hands-on — passionate about it and knowledgeable,” Margolis says.

Indeed, Knowledge is key. Stores do their buying several seasons ahead of time, so it’s up to them to decide which runway looks will work for our city. Bringing in the right pieces means considering fashion trends, practicality, uniqueness, quality, beauty and, of course, price. Outfitting Winnipeg’s fashonistas presents a unique set of challenges.

“Our biggest disadvantage is the weather,” says Pam Sarlas, who owns Soul Shoes and Accessories.

Sisi Ganas, owner of Pearl Boutique, agrees.

“Designers don’t design for environment; they only design for the look,” she says.

Some looks might be fine for a Paris catwalk, but spring styles that work elsewhere need to be adapted to fit our cooler climate. That means Winnipeggers might have to wear boots with cropped pants — heels and steep snowbanks are a bad combo — or invest in more transitional pieces, such as lightweight sweaters or jackets that look good but are also functional. Think in layers and you’ll be fine.

Weather also affects our moods, which in turn affect our shopping habits — the urge to buy white, gauzy skirts is significantly diminished when it’s -10 C outside.

Another difference between Winnipeg and other cities is our lack of one large shopping district.

“There’s not really one place where you can go shopping and do all the cool stores in one shot. You need to drive,” says Candice Versace, co-owner of Candie & Dolls.

Clusters of independently owned boutiques can be found in the Exchange District, on Corydon, in Osborne Village and on Academy, but other stores are destinations that rely on word of mouth and repeat customers for business. Still, Winnipeg isn’t so sprawling that you can’t hit all the fashion hot spots in one day.

While Winnipeg’s small size might make travel easier, it can be hard to create a unique, personal style in a small city — but, once again, boutiques can help.

All the shops contacted by Uptown carry at least a few lines exclusive to their store because their clients are people who want to look good without looking like everyone else. Most boutiques bring in only two or three similar pieces, so you don’t have to worry about looking like a clone — just don’t wait to buy. While some shops bring in big-name brands, others focus on lesser-known Canadian or local designers.

“That’s a really neat market in itself, because a lot of people like to buy from Winnipeg artists,” says Cecely Neufeld, who owns Poppie Clothing.

Andee Penner and Erin Kembel, co-owners of Stúlka, say working with local talent gives them more say in pricing and allows them to change up their lines easily. They also sew pieces from scratch on request, a service that’s appreciated by women who don’t fit off-the-rack sizes.

“Mall stores limit girls,” says Penner.

Winnipeg’s boutiques are also a great place for culture. Both owners and employees have an excitement about their product that’s palpable, and they’ll happily talk your ear off about fabrics, colours, cuts or good style in general.

So whether you’re loyal to a particular designer, like to jump on the hottest new trends, want to support your fellow Winnipeggers (be vocal — buy local!), or are clueless about fashion and need someone to help you dress properly, people here care — they really do.

“Don’t be afraid to be a trend setter,” says Mike Nava, who owns Connect Four Clothing Co. “Don’t be afraid to explore Winnipeg.”

Local boutiques on the cutting edge of Winnipeg’s fashion scene want to help. They’re just waiting for you to discover them.

Photography by Ian McCausland.
Models: Melissa and Butch