Across the water, Victoria's globally known Free / Man brand began a side project: a one of a kind men's pop-up shop that would feature and purvey unique, top quality brands with a strong commitment to craftmanship. "My original concept was to create the event that I wanted to attend but couldn't," explains Darian Hocking, Editor-In-Chief at Free / Man and founder of the Gentlemen's Reserve. "Similar markets had taken place in New York, San Francisco and Minnessota– none on the West Coast of Canada and so my opportunity to attend was limited." He set in mind the goal to bring customers closer to the craftsman and the product, to create an event where the rigorous detail and process that goes into each product could be highlighted.
Collectively an online journal, shop, and brand agency, Free / Man curates, purveys, and promotes appreciation, knowledge and conversation around slow, thoughtful hand-made craft production of clothing and goods. It is a motivation that is directly in line with Gastown's Old Faithful, where the Gentlemen's Reserve will be headquartered this year.
"Part of the focus was to bring together a wide mix of people with a common focus while presenting quality made clothing & goods," Darian says of working with Old Faithful's owners Walter and Savannah, "By combining these brands with Old Faithfuls well edited selection of goods for home and life, I think we have the components for what will be a special weekend market."
Some of the creations you can look forward to finding this upcoming weekend: Southern Field Industries' packs from Japan, Read's Clothing Project (Washington, D.C.), Faribault Woolen Mill Co.'s blankets and throws from Minnesota, Freeman Seattle, UK's Universal Works and Herb Lester maps, as well as Rogue Territory's denim apparel from Los Angeles.
The two day pop-up market event will be on May 5th and 6th from 11AM to 6PM at Old Faithful Shop.
Caste Projects home furnishings, from Victoria, B.C.
Faribault Woolen Mill Co. throws, from Faribault, Minnesota.
Freeman Seattle Jacket from Seattle, Washington.
Maps by Herb Lester from London, England.
A selection of shirts from Read's Clothing Project, from Washington, D.C.
Rogue Territory Indigo Shirt, from Los Angeles, California.
Learn more about these craft goods here [link: http://www.freemanbrand.com/gentlemens-reserve/]