While clothing is obviously the main focus, the new store also feels part gallery. With the aim to cultivate and promote Lifetime and their collaborative group of artists, musicians and friends, the store is planned to be a place to host events and introduce partnered projects to the Vancouver audience.
Lifetime Co-Founders, Reid Stewart and Trevor Fleming, want to make the store part of the community. “We have designed the new flagship store in a way that speaks to the Lifetime brand, where our customers can connect with us in a warm, friendly environment.” says Reid. ”The building also houses our head office, making it an ideal place for us to unite with the Vancouver community.”
The bright and light space has versatile racking and display areas to show off whatever gear is presented upon them. The “vault” movable wall at the back of the space can open to reveal the offices and production area or close it completely to separate the two environments. At this time the flagship store carries ‘Lifetime Collective Men’s’ and ‘Uniform Standard by Lifetime’ Holiday 2013 collections, and a selection of their ‘Lifetime Collective Women’s’ Fall/Winter 2013 line. The store’s shelves and walls also host special, limited edition projects and collaborations from the brand and partners. Customers will also be able to peruse a curated selection of magazines, books and housewares, perfect for gift giving around the holiday season.
At their opening party Lifetime Collective carried their collaborative spirit, with a limited-run bottle of Tuff Session Ale in collaboration with their friends at Tofino Brewing Co. and a special edition hat with Flexfit | Basecamp.