Free Your Game
202 Augusta Avenue 
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Phone: 416.850.7115
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If we were playing a word-association game, and I said Kensington Market, what words would come to mind? Hippies? Big Fat Burrito? Vintage? Hipsters? Whatever your psyche, I doubt that the word you'd offer up would be "golf." Nevertheless, shopkeepers Rachael Tate and Jeff Walter brought their golfwear emporium Free Your Game to the Market this year, where their fancy wares are bringing in the curious...and those who've been waiting for a store like this all their (golfing) lives.
The Nycole St-Louis set the tone for the whole store. These handmade golf shoes ($250) hail from Montreal and come in a rainbow of lollipop shades. They boast things like toes of shiny gold, cherry-red, and snakeskin, and come in patterns like neon-green crocodile print and black-and-white polka dots that made me wish I had a green on which to strut 'em. (And, considering my abhorrence of most sporting activity and the attire that goes with it, that says a lot for their supreme stylishness!)
The select models lounging on their pillars are typical of the tiny, bright-white store with its small selection of hard-to-find golf-y things for the fashionable set that are colourful, fitted, and slick, rather than the uptight golf ensembles and accessories of the past. (The graffiti-splashed exterior--done by Slon and Bacon--helps with the hip factor, too.)
Tate says that she likes to buy as close to home as possible, and carries a surprising number of Canadian brands, such as the Ottawa-based Triple Bogey. The line's soft cotton polos feature eye-catching images not usually sported on the back-nine like a group of golfers silhouetted at twilight, or one busting a club over his knee in frustration ($46). The store also carries some hard-to-find brands like London's Bunker Mentality; the shirts ($120) are a North American exclusive, and include interesting colour combos like orange and brown houndstooth.
There are a few sleeveless tops in sherbet shades from Canadian lady lines like Lela Designs ($80-$100) and Oom ($60), both of which work in eco-friendly organic cotton and bamboo (This is a common theme over at Free Your Game, which is starting up an eco-friendly golf consultancy, and has a fledgling "urban tree farm" outside the store.)
Chicks who wanna look stylish while wielding their clubs are better off peeping the accessories on offer here. These include candy-coloured Iomic high-performance grips in yellow, teal, red, and fuschia ($16-$18), cool-looking black golfballs from Golf Refugees ($36 for 12), and super-soft leather gloves ($45) in chartreuse or purple by Hattie Smart.
"We are the new golf!" says Tate. And, she said, people have been digging it so far. With the couture colours and cuts on display here, it's enough to make me believe--Kensington locale and all.
Comments (27)
Love it.
So many young creative families starting business' in Kensington, all very interested in community interaction and networking. A real business neighbourhood, the way Kensington has always been.
This is obviously not just about embracing change, it is about understanding change. Kudos.
I'm not a golfer, but the store concept sounds pretty good. However, I can't imagine the store to be that successful in the area. I doubt many golfers come through the area on a regular basis, and I doubt you'll have many Kensington locals picking up the sport, especially after they visit most golf clubs and realize how much water and pesticides are used to maintain the grass.
Golf never was or will be an eco-friendly sport, they can try but it's technically impossible...
What are you guys reacting so badly too? It's not like a Dockers just opened up in Kensington. This is a tiny boutique that's trying to offer something to so many people who feel golf clothes and shoes are so conservative and lame. It's perfect for the spirit of Kensington.
I guess the main problems are that lots of city water being used, cutting down trees, taking valuable farm land even at times and pesticides. My hunch says that they will have to change these ways to keep up the movement towards supporting "green" friendly business.
Why cant the game of golf be sustainable?
How is this possibly the end of Kensington Market? I'll never understand how people can be so narrow minded. This is an absolutely amazing store that offers a ton of awesome clothes and accessories! And I've had the same concerns about golf courses being un-environmental. Yet I actually went into the store about a month ago and talked to the owner about it. It didn't say in the article- but they are actually trying to make the golf industry more environmentally friendly. They have one initiative which gets golf courses to use rain water instead of using city water. So give the place a chance people- at least they are trying to change things and offering up something new and innovative.
Wow, people are harsh. I think this is far from 'the end of Kensington'. Isn't the point and feel of Kensinton is to open to new ideas. I like someone mentioned this isn't some major chain moving in. I personally know Rachael and Jeff are wonderful people with great hearts the last thing they intend to do is ruin Kensinton. They enjoy and don't want to loose the feel of it just like everyone else.
Jeez, people relax.
It will ultimately go under anyway - so no worries. It's a stupid idea that doesn't fit the market anyway. While the market is ever changing it is also smart enough to spit stupid places out the other end of it.
I'm definitely going to check this shop out - nice one Briony. I love how the market is "smart enough to spit stupid places out the other end of it". What's the "other end"? The Annex or Queen West? Make sure to let us know when the shop moves.
Why was the first critical comment deleted? How many more were deleted? Is this BlogTO policy? Why was no notice given afterward?
Some people really do have a chip on their shoulder, eh?
So somebody opens an independent, unique, environmentally conscious family-run shop in Kensington; but because of the affiliation with golf it's suddenly the death of the market?
That's quite the pair of blinkers you have on there!
I think 'Free Your Game' means more than you think it does...
Vaneska, I understand that golf courses use a lot of water, etc. But don't you think they're a bit better than condos in their place?
Golf Course vs. park, sure a park would be better. But Golf Course vs. housing development? That should be a no-brainer even for an environmentalist.
Also, Kensington is such a great place. There is never any pollution and it totally doesn't smell like steaming hot garbage in the summer.
Come on.
Independent and unique doesn't mean much to most in kensington if it means they sell shoes for $250, shirts for over $100 and gloves for $50. Go somewhere else, that space could've been used to sell groceries.
As an engineer and designer, there is no question that there is enough green technology out there to not only make a golf course self-sustaining but also to leave their footprint better than what they started with. The golf course industry has a great opportunity to show what its made out of. If they have the balls to take it on, there is a huge untapped market for them out there. Just like the balls it would take to open a golf store in Kensington Market.
Guys and gals, look a little deeper, there is an art project going on. One that you have never seen before. This business has nothing to do with money.
I checked out the store yesterday and it kicks ass - I didn't buy anything (not til payday anyway) but it's just cool as fuck!
Keep up the good work guys!
to dude who claims it to be a stupid idea.. No doubt you offer nothing up to society and have never had the balls or in your case probably the ovaries to pony up on one of your own ideas.
And the other broke ass complaining about the prices.. Newsflash, some people actually earn their income. You just keep saving up on those govt' cheques and maybe one day you'll have enough money to look in the window.
Since when is commercial sustainability a bad thing? There is huge potential for high-end stores to lead the way in thinking differently about how we approach some of our fundamental preconceptions.
Well done Rachael and Jeff, you're making us think.
Since when is commercial sustainability a bad thing? There is huge potential for high-end stores to lead the way in thinking differently about how we approach some of our fundamental preconceptions.
Well done Rachael and Jeff, you're making us think.
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