The Curious Case of Absolutely Fabrics: Why Toronto’s Newest Retail Darling is Betting Big on Menswear
There’s something delightfully misleading about the name Absolutely Fabrics. If you’re like me, you’d assume it’s a textile shop, maybe a haven for DIY enthusiasts or interior designers. But here’s the twist: it’s not. This Toronto-based multibrand store, brainchild of Kaelen Haworth, is a masterclass in curatorial retail—a space where emerging and established women’s brands mingle with vintage treasures and an event space. What makes this particularly fascinating is how Haworth is now doubling down on a bold move: introducing menswear in her upcoming 7,000-square-foot Summerhill flagship.
Why Menswear? Why Now?
Haworth’s decision to venture into menswear isn’t just a whim; it’s a calculated risk rooted in her belief that menswear is, in her words, ‘so much more interesting at times than womenswear’. Personally, I think this is a refreshing take. While womenswear often dominates fashion conversations, menswear has quietly been undergoing a renaissance, with brands like Soshiotsuki and Willy Chavarria pushing boundaries. What many people don’t realize is that Toronto, despite its cosmopolitan vibe, lacks a dedicated space for these avant-garde menswear labels. Haworth’s move isn’t just about filling a gap—it’s about creating a destination.
The Brands: A Study in Eclectic Intentionality
One thing that immediately stands out is Haworth’s brand selection. Soshiotsuki, Aubero, Rier—these aren’t household names, and that’s the point. In my opinion, this is where Absolutely Fabrics shines. By curating brands that are hard to find in Canada, Haworth is positioning her store as a place of discovery. Take Aubero’s ‘found fabrics’ or Rier’s Austrian mountaineering-inspired pieces—these aren’t just clothes; they’re stories. What this really suggests is that Haworth understands her customer: someone who values uniqueness over ubiquity.
The Risk and the Reward
Let’s be honest: this is a risky move. Introducing menswear in a market that’s already saturated with women’s brands is no small feat. But what makes Haworth’s approach compelling is her willingness to lean into the challenge. She’s not just adding menswear as an afterthought; it’s a deliberate, intentional expansion. The Summerhill location, with its private residence-inspired design, feels like the perfect stage for this experiment. If you take a step back and think about it, this isn’t just about selling clothes—it’s about creating an experience.
The Customer: A Study in Sophistication
Haworth’s target customer is someone who’s not afraid to step out of their comfort zone. Her women’s clientele skews older, 35 and up, and she expects the same for her menswear shoppers. What’s interesting here is her appreciation for older customers. ‘Some of our best customers are in their 60s,’ she says, ‘and I think that’s fantastic.’ This raises a deeper question: Why do we so often associate fashion risk-taking with youth? Haworth’s approach challenges that notion, and I find that incredibly refreshing.
The Bigger Picture: Toronto’s Fashion Evolution
Absolutely Fabrics’ expansion isn’t just a story about one store; it’s a reflection of Toronto’s evolving fashion landscape. The city has long been overshadowed by New York or Paris, but Haworth’s success suggests that Toronto is carving out its own niche. From my perspective, this is part of a larger trend of retailers prioritizing curation over mass appeal. In a world where fast fashion dominates, stores like Absolutely Fabrics remind us of the value of discovery and individuality.
Final Thoughts: A Bold Bet Worth Watching
As someone who’s watched the retail industry evolve, I’m intrigued by Haworth’s approach. It’s not just about selling clothes; it’s about creating a narrative. Will menswear be a hit? Only time will tell. But what’s clear is that Absolutely Fabrics is more than a store—it’s a statement. Personally, I think this is the kind of bold thinking retail needs right now. In a sea of sameness, Haworth is betting on uniqueness, and that, in itself, is worth celebrating.
The Summerhill flagship opens on September 19th, and I, for one, can’t wait to see how this story unfolds. Because if there’s one thing I’ve learned about fashion, it’s that the most interesting chapters are always the ones that take risks.
