Small Shops Big Statements: Why Indie Boutiques Matter

The business of boutiques is indispensable for moving fashion forward and keeping creativity evolving. If we only rely on vertical retailers to dictate the fashion scene, we lose a key editor in the fashion system. My coming of age in fashion was in the 90s and early 2000s in Montreal; a period for freedom and expression, where indie fashion boutiques and nightlife thrived. From grunge to rave, boutique owners and club goers followed their passion, their identity and aimed to keep their unique style and space exciting. At the time, being called a follower was an insult, and designers like Helmut Lang and Martin Margiela were constantly challenging the fashion landscape as they embraced individuality and self expression. These brands could only be found in the independent boutiques who took risks and had an authentic point of view - no data, all heart.

Today the retail landscape and society is different, big brands command, fast fashion cannibalizes and online stores offer infinity.  But thankfully, some fashion entrepreneurs and risk takers continue to be motivated by their passion for something special, keeping the shopping scene exciting. In fact, buyers who don’t work for big brands often help designers work better at staying exciting and relevant for their shops, where trends take off, and all is inspired by opinion leaders rather than corporate leadership.

As we continue to see retail change, I truly hope to see the boutique business thrive. I wish to see more stylish and beautiful streets like Laurier West in Montreal free from mega brands or chain stores, and hope to continue discovering new shop windows while strolling the streets of Oltrarno Florence or the upcoming cool districts of Berlin. The business of boutiques is special, it fosters independent thinking, creativity, and for people who truly love fashion; style.