The Reign of Atelier New Regime

It’s hard to really pinpoint what the initial vision of the Montreal-based streetwear brand was, but what is clear is that Setiz Taheri, Koku and Gildas Awuye needed each other to make it happen. Whether they met via faith, chance, or sheer luck, they were meant to meet for a purpose: Atelier New Regime. “I…

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Why Jeans Jeans Jeans Succeeds Where Others Fail

For the first-time customer, walking into Jeans Jeans Jeans in the Mile End can seem overwhelming. The 6,000-foot basement is a sea of clothes racks heaving with denim pants, jackets, shorts, skirts, and dresses. Denim clothes drape the walls from floor to ceiling. But customers soon realise they will not need to navigate the store’s…

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Issue 003: Textiles

This past summer, after a short hiatus, we relaunched The Main with a mission: to serve up stories that Montreal needs to read. As part of our new mission, The Main will be driven by a specific editorial theme each month. Our first edition was all about Illumination. This month’s edition is titled Textiles and will focus on outstanding…

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