location: 97 Roncesvalles Avenue
phone number: 416.516.1333
hours: winter:Sun-Mon closed/Tues–Fri 11–7/Sat 11–6
summer:Mon closed/ Tues–Fri 11–7/Sat 11–6/Sun noon–5
payment methods: Visa, Debit and Cash
directions:

After a career in fashion photography, Frock owner Cathryn Dajka decided to enter the world of retail. Having opened the doors almost five years ago, Frock has already become a neighbourhood fixture, aimed to fill a growing appetite for a fashion-focused ‘corner store’. Like other small stores in the heart of Polish Roncesvalles, Frock has a sixties wooden retail display counter and full wall windows that look onto the street. Instead of finding glass jars filled with penny candy and an assortment of canned goods the shop is strewn with clothing and accessories. On the lower lever of the shop is Frockhead, a small and intimate hair studio (by appointment only) cuts are around $60 for women and $25 for kids.

Frock boasts an assortment of styles and brands. In this mishmash environment, vintage-inspired items blend in seamlessly next to sleek modern office wear. Frock houses a collection of local independent lines, larger Canadian brands and a mindful assortment of international lines. Interestingly, it was these larger Canadian brands at Frock that really caught my attention. The friendly and well-informed staff was more than happy to give me the rundown on any line and explain why they have decided to carry it. For instance, Montreal’s Matt and Nat is not only a vegan-friendly company but now is also an environmentally sustainable one as their new lines are made from recycled materials. Choice pieces by Dex Clothing Co. (also out of Montreal), Toronto’s OK47, and Montreal’s Me(el) (Industry’s higher end line) are consistantly stocked. Smaller local lines are included as well, Allison Wells’ handmade Jewelry line Paper Snake caught my eye. Wells uses small scissors-shaped charms to create ‘charming’ earrings and necklace pendants.

In addition to all these Canadian brands, Frock also has an impressive array of smaller international lines, positioning it as a competitor for larger stores, notably Sweden’s Odd Molly. With a corporate culture of ethical awareness, Odd Molly creates sleek and graceful handmade garments with a certain sense of Swedish nostalgia. Frock’s prices are reasonable and their sale prices are amazing. The space is small and they seem happy to get rid of last season’s stock to make room for the next. In mixing pieces by local designers and craftspeople with a global fashion and environmental awareness, Frock does justice to its general store roots while continuing to focus on neighborhood newcomers.
profile by Vanessa Vanzieleghem
photography by Melissa Kuril