Pretty Freedom!

On Sunday, Leigh and I spent a long day of shopping for plywood and screws and everything else necessary to construct a table for my studio. After that, I popped over to visit Jodee and Helena at their Pretty Freedom boutique at 167 Augusta Avenue. Located 1 block west of the heart of Toronto's vintage clothing shopping area, they've already begun to set themselves apart - and they're not even open yet!

It was a beautiful day, so they were set-up outside stuffing rows of cute vintage shoes, finishing signs, and just enjoying the fine weather. It's always a real pleasure being around these two who are so full of creativity and energy. Oh, and they're oh so fashionable too. Taking a peek at their shop and stock is proof of their good taste. 
The shop is decorated with some wonderfully unique furniture pieces, including a display table crafted from a discarded door, an old donated painter's ladder, antique mirrors, a charming chandelier-lit change room, and bamboo clothing racks - the latter being an honest creation from Jodee's Filipino self. 
What stock is already out is a charming selection of summer's must-have rompers, art-chic dresses, denim jackets, glamorous vintage party dresses, and jean shorts for both ladies and gents. Sure, every second-hand and vintage store may have the aforementioned items, but Pretty Freedom has done a really great job of cutting out the clutter you will find elsewhere. Here, you will find only items hand-picked for their quality and overall fashion aesthetic. That means that with everything looking so damn good, you'll have a hard time deciding which cute dresses to actually take home with you! Well, it's not all cute dresses. Some of the stuff in there is pretty bad ass, I must say, and so completely fun to wear. There are items for men and women, and the clothes have been steamed to perfection with essential oils to remove any of those unpleasant odours that sometimes keep people away from great vintage clothes.
The first pair of "mum bums" I pulled off their rack were a perfect fit - needless to say I now have them at home to wear on my bum. I had a fun time breaking in their change room - I think I tried on half the store. After a helpful consultation with Jodee I left with a number of fab outfits for my summertime fun-times. I did a little photoshoot at home with my goodies, please forgive my silly wannabe model poses and rather, get stoked about the clothes! They're officially opening next week (fingers crossed), so check them out soon - I'm certain you'll love Pretty Freedom!
The sweetest thing: Floral romper with lace collar
Saturday night fever: 70s disco dress with flounce neckline
Art bitch: 80s butterfly sleeve dress
Sunglasses at night: The little black dress with a twist - you can't see the great fringe trim at the neckline, or the cutout back.
La vie en rose: 70s pink pleated disco dress
The girl from Ipanema: Mum Bum shorts
Can you tell I love the mum bum? You won't find quality Levis for a better price.


nokomis said...

fun! cute! thanks for sharing talabear! i'll check it out when i'm in town in september. xox.

ophelia's funeral said...

Great post Tala! Love that purple dress. Looks like a rad store.

marissa largo said...

Great finds Tala! I can't wait to see the store. They were just setting up when I took down my art 2 weeks ago!