Toronto Street Fashion

2006

Toronto fashionistas are not afraid to push the edge, and Sarah Campbell is no exception! I sat down to talk to her about her about her fashion house! This fashion boutique owner and creative genius is bringing something new to the table.

The Rage, located on hip and funky Kensington Avenue, is bringing something fresh to the table. Anti-fashion, pro-style is the concept. Think fabulous reconstructed vintage and hand-made style pieces. Each item is made exclusively with love by upcoming Toronto fashion designers.

The Rage is a retail venue dedicated to promoting Toronto culture by providing local style girls with clothing and accessories. Every item is designed and made by young Toronto-based artists exclusively. The current designer roster includes students from Ryerson University and OCAD through to the self-taught.

The goal is to challenge existing norms in dress, the attitude is anti-establishment (much like the store’s Kensington Market location). The Rage agenda is pushing limits, discovering new directions in style and having fun by getting a little crazy.

The Rage believes that style is individual and most progressive at street level, before the mainstream catches on. That’s why we support unknown artists. Their romantic idealism is unbounded. They’re motivated by pure creative and technical necessity, by true love of their art.

It appears people are making use of various resources (vintage, reconstructed, locally produced fashion, big brand names……) to produce a look that’s their own. The look is casual, but there’s great character and attitude conveyed in the combination of items, colour, fabrics, fit, producing an overall striking effect. The look bounces between Vancouver laid-back and Montreal sheik. Toronto style is definitely fun, definitely positive. Much is carried off by a sense of humour.

In future Toronto will be internationally recognized for the fashion and style it engineers. Not as it compares to other metropolitan centres such as New York or London, but on its own terms.

ASHLEY.STELLAR: What’s in store for Rage Girls for the Spring/Summer Season?

We’re getting ready for spring/summer, so The Rage will be carrying the customary garments (T shirts, skirts, summer dresses) in rarely seen colour combinations, fabrics and prints. This season will mark the very beginning of the in-store brand with a small line of T shirts, reworked dress shirts and hand-painted purses.

Ratgirl Accessories by Krissy Ross will feature iconic 80s images such as rainbows and unicorns on earrings ($15), necklaces ($22) and charm bracelets ($25). Amie Scott is a new Rage personality, and I’ve already bought her sleeveless cotton top with a felt cutout of Joey Ramone on the front ($40).

Affordability is of great concern to The Rage, so all clothing is priced between $19 and $55. Accessories (including hand bags) start at $8 and run to $40.

The Rage is unique in that it considers style as it pertains to popular culture. Style is a determining component in almost every discipline, be it artistic or not. Fashion does not exist on its own; it influences and is in turn influenced by its creative counterparts (music, film, etc).

A piece of original handmade clothing carries within it that which inspires and energizes its creator, all sounds and sights and textures. The article carries, and is itself, culture. This energy is transferred to the wearer. And so ideas travel.

The Rage is a venue for trading positive ideas, learning, socializing and networking for artists and related enthusiasts. We are a presence and are having an impact.

Within the next 3 years The Rage will move to a much larger location, hopefully within Kensington Market. Increased space means a larger line of Rage brand clothing and accessories to live alongside the locally produced lines. My big dreams right now include getting into menswear and nurturing The Rage from simple retail venue to a veritable indoor circus attraction of style and fun, along the lines of Fashion Crimes and F/X.

ASHLEY.STELLAR: Your 1-Year Anniversary is approaching. Exciting! How can Toronto style girls celebrate?

Our first birthday party will be at the end of May, no venue as of yet. It will be an all ages event with a d.j. and a couple local bands (including my own, RAEDAY). Of course there will be cake and other treats and a small fashion show starring some of our very first regular customers. The Rage is a big supporter of Shameless magazine (www.shamelessmag.com), so I’m hoping they’ll have a table set up at the party.

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