A new store has popped up on the corner of St. George and Bloor. You'll recognize it as you'll see some well dressed college boys handing out flyers and party pumping music. Seems like a strange location, across from the Bata shoe Museum and beside a random drug store, but actually it might be very well placed.
This 'collegiate' concept store, is the epitome of preppy. Boat shoes, skinny shorts, over the shoulder rugby shirts, cardigan for women. Seems like they are geared towards the preppy frat boy (and located near a bunch of frat houses) and the young, rich yacht types (and located near the Royal Yacht Club)
That's my take on it anyhow. I think the store would have done just as well in the Yorkville, but could attract a different crowd based here.
The price point is a bit higher BR or JCrew eg. Shorts ($99). Except more conveniently located