The Moment with Pretty Freedom

My friend Ramine, stylist and clothing store manager in Toronto stepped into Pretty Freedom, and said "Omg, fur." Racks and racks of pale-colored heaven. Tried it on, but finally said "No, I can't."

I'd like to call the feeling "The Moment." That moment of pure joy for that gorgeous item that has your name on it, followed by the moment of instant regret when your rational decision making kicks in. But I know Ramine will be back at the store. Actually, our whole crew of four will be back at the store. "The Visit" will happen, followed by another cheesy Oprah-title encapsulating the human experience like "The Exchange".

Antiqued jewelry here, bold sweaters there, blouses over that way, and I'm just like 'this might as well be my closet'.

Pretty Freedom is a vintage clothing store that is super stylish at the foot of Kensington Market, and Affordable. There's a huge variety of styles (that Jodee can direct you to. He's really modest, but he and his partner, Helena, have a great eye for putting things together). For instance check out this one that he and Ramine worked on.<3

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Jovana shot this in a restaurant across the street Back Alley Grill with shockingly delicious pizza. As the model Ishrat put it, "Better than Italy". They also have live Jazz. And ribs. and steak. Using the sous vide. Yum. More on this later in the weeks.

You want to know something? This place is Affordable.

Jacket: $41. Boots: $65.

Glitter jacket: $55

Fur coat? >$150. Pants? $28.

All of this by the creative minds of Helena and Jodee. Every little corner of Pretty Freedom is aesthetically pleasureable to the eye, especially the boudoir-like changing room. Think intricate vintage mirrors and lace covered lamps dangling above you. I closed the curtains, pretended I was a 40’s pin up model and gave those mirrors some looks they won’t forget.

How did this happen? Before the store was built, Helena and Jodee joked about the ultimate dream of quitting their jobs and having their own businesses. Over wine, they talked about their favorite words in their native languages,’ Ilus’ in Tagalog meaning Freedom being Jodee's and ‘Malaya’ in Estonian meaning Pretty being Helena's. Time passed, and one day, Helena surprised Jodee with a business license for Pretty Freedom. So they did it. And Toronto needs to thank them for all their efforts in bringing some serious style to Toronto. They continue to give us a unique and accessible take on style and expression, and even luxury. And we'll continue to support them as the store grows.

Much love (and sunshine)!

from Ish, Jen, Jovana, and Ramine.

Details:

Pretty Freedom

167 Augusta Avenue
Kensington Market
Toronto ON, Canada

Tuesday - Sunday 12PM - 6PM
Monday Closed