Unique brands, slouchy tees and great denim are just some of the things that make up Editorial, a trendy new boutique in the heart of the city, which opened only six weeks ago.
The store, located at 1455 Stanley St., seamlessly mixes price points with items starting at $18 and ranging all the way up to $1,000. Its concept of brands and prices lends well to the store’s name and the meaning behind why it was chosen.
“My partner Winnie [Wong] came up with [the name] and the reason is because of the way she does the buying, in a very editorial way,” said owner Yaniv Moyal, who is one of several business partners at the store. “You know, when you look at the magazine editorials, the girls are wearing a $10 shirt with $20 running shoes and a $3,000 leather jacket, so that’s a little bit the concept of the store.”
Moyal explained that they do not buy according to price but rather based on what they like regardless of its cost. However, he strongly emphasized that just like anything in the store, the more inexpensive pieces are very carefully chosen for style and fit. Only the best make the cut.
“The whole concept of the store is styling,” said co-owner Winnie. “Two girls can come in with two completely different price points and come out with something.” You can find jeans for $98 or $300 and dresses starting at $50 and going up to $600.
Editorial boasts an impressive list of exclusive brands that you won’t find anywhere else in Montreal. Laugh Cry Repeat, Levi’s Made and Crafted, Boyfriend/Girlfriend, UNIF and Vintage Frames by Corey Shapiro are just some from the ongoing list. Perfect layering and flirty tees from Laugh Cry Repeat compliment Levi’s Made and Crafted denim, which is made and washed in Italy and shipped direct from London. Shapiro, a Montreal native, created Vintage Frames Co., a company specializing in tracking down sunglasses dating back from the ’50s onwards. Some of his finds have been featured on the most famous of celebrity faces, such as those of Katy Perry, Rihanna and Pharrell Williams, just to name a few.
Most of Editorial’s brands are Los Angeles-based, underground and make for a fun, eclectic mix of fashion. “We basically pick brands that we know and that we like. We mostly like up-and-coming brands, [ones] that are just starting,” said Moyal. They stock Montreal-based Luv U Always, a leggings brand quickly making its mark on the Montreal fashion scene. Their leggings retail for around $85 and up and specialize in a longer cut with zippered hems. Founders and twin sisters Tara and Gabrielle Garbarino work at the boutique, too.
Moyal, who has a strong background in wholesale, founded the jean company Guido and Mary with Editorial partner Winnie Wong. He said he was born into the fashion industry so opening Editorial came naturally for him and the group, which also includes Winnie’s sister Jackie and Stevie B Hamron.
“Really, how we opened, it wasn’t planned. [We find] shopping in Montreal has declined a little bit with all those mega chain stores. There wasn’t a boutique downtown. And that’s why we opened,” he said. “And we fell in love with this location, we fell in love with the solarium, we fell in love with the street.”
The store has had a very successful six weeks, considering it opened in early January, the week known in the retail world business as the post-holiday slump. Not to mention the competition is fierce, with bigger chain stores like H&M and Forever 21 just around the corner.
This doesn’t phase Moyal in the least. “We can’t really compete with them so we don’t consider them a competition. Where we stand out compared to them is we offer more focused buying,” he explained. “[The chain stores] carry everything. So we are more picky in our buying, we’re a smaller boutique, and we really have the time to do that compared to them where they just have to generate more money as opposed to us.”
It would seem that Editorial has a bright future ahead. Great owners that double as a killer buying team with a knack for what’s fashionable is what keeps their shelves stocked with the hottest, most exclusive brands in the city.
Editorial is easily accessible by Peel metro and is only a short walk from Concordia’s downtown campus. In the words of Moyal himself, they “love Concordia!”
Editorial has a transitional sale taking place now, with racks at $10, $20 and $30.
Editorial is located at 1455 Stanley St. between De Maisonneuve and St. Catherine St. W. Open from 11 a.m. Monday-Friday, Saturday 10 a.m. to 6 p.m., Sunday noon to 5 p.m.