Vancouver clothing brand Lifetime Collective plants Main Street roots

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      A homegrown label is finally putting down roots. Vancouver clothing brand Lifetime Collective (4386 Main Street) is opening a brick-and-mortar shop Friday (October 25).

      Co-owners Reid Stewart and Trevor Flemming launched the menswear and womenswear label in 2002; however, their Main Street flagship store will include more than just clothing. The space will feature work by various local artists, musicians, and groups on a regular basis.

      “We have designed the new flagship store in a way that speaks to the Lifetime brand, where our customers can connect with us in a warm, friendly environment.” Stewart stated in a news release on October 17. ”The building also houses our head office, making it an ideal place for us to unite with the Vancouver community.”

      At the time of opening, the shop will carry Lifetime Collective’s men’s and women’s complete holiday collections and a selection from the fall/winter 2013 collection. For men, expect slim slacks, tailored shirts, and outerwear in a navy, olive, and mustard colour palette. On the women's side, printed dresses, cosy knits, and floaty blouses in rich jewel tones can be found.

      The public is invited to an opening part Friday (October 25) at 7 p.m. to celebrate the new shop, where a performance by Reuben & the Dark and artwork by Mark Warren Jacques will be featured.