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Talk Of The Town
The Globe And Mail
August 14, 2004

Open daily, 449 Queen St. W., 416-703-5146. You gotta give Montrealer Dov Charney his props. Since 1997, in an era of Juicy Couture and Nike, he has managed to turn blank, no-logoed T-shirts into cult cool. Mr. Charney himself is the brand. He has a penchant for shock-jockdom -- models pose topless in ads for Vice magazine, and a recent Jane magazine profile was all sex -- which keeps his name in the news and his sales in the $80-million (U.S.) range. That the T-shirts, undies and sweats fit well and are not made using sweat-shop labour is secondary in the American Apparel narrative. The clothing-maker's first Toronto spot, a slick Queen Street West storefront on the grubby block between Spadina and Bathurst, is set to open this morning (10 a.m.) and go late, packed with colourful T-shirts starting at $18 and undies starting at $9. Expect at least some naughty behaviour from the pulchritudinous staff.

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