The brand you’ve come to know for their city-unifying Toronto vs. Everybody merchandise is set to open up a brick-and-mortar shop at 131 Ossington Ave.
Ossington seemed like a natural fit as Peace Collective believes the street speaks to people's personal passions. The store will be clean and minimal, just like the brand itself, but won’t take itself too seriously; a milkshake bar launching inside the store is a fun alternative to the cafe/clothing hybrid shops.
Peace Collective was born just under two years ago when Yanal Dhailieh turned up to a Toronto Raptors game wearing a homemade T-shirt he'd casually made to support his team. With no background in fashion and no intent to create an iconic Toronto brand, Dhailieh was surprised by the immediate reception the shirt got and the increased popularity when TSN picked it up.
The timing couldn’t have worked out better. Dhailieh had been feeling somewhat unfulfilled at work and had always wanted to turn a passion into an opportunity to give back to the community. This was his chance to do exactly that and, with a group of his closest friends, he began Peace Collective.
Inspired by Blake Mycoskie, founder of Toms, Peace Collective implemented the one-for-one model to help support local charities. For every garment sold, a $4 donation is made to Breakfast for Learning, which provides a child in need with two meals and a healthy snack.
What started as an online platform with the group working hard to grow the business on top of their regular 9-to-5s, Peace Collective now has a dedicated team to support their online operations, 40 different retailers across Canada, including The Hudson Bay Company, and now, a very first storefront.
Though there is no set date for a grand opening yet as installations are still underway, you can expect the doors to open towards the end of August.