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Fashion Stores

The Future of Frances Watson

Posted by Dayna Winter / Posted on November 4, 2010

The Future of Frances WatsonThe Future of Frances Watson is like rehab for fashion-overkill. The two-month-old Parkdale shop is a back-to-basics apparel destination, where crisp denim and simple pieces rule. Don't get me wrong, though - the well-edited collection serves as an easy canvas for layering in some of the shop's unique and bold accessories.

The Future of Frances WatsonCo-owners Kerry Butt and Meg Watson love how the same outfit can look so different depending on who's wearing it and how it's accessorized. Take a pair of raw denim skinnies by Cheap Monday and one of the girls' private label silk tops as a jumping off point. The possibilities from here are endless. I would personally go for an oversized Pomp & Ceremony plaid bow headband (made locally), while the next girl might prefer a jewel-toned stretch-velvet turban or a rope-and-leather necklace. Boyish add-ons like vintage-y bow ties are also good bets.

The Future of Frances WatsonTheir own line, The Future of Frances, is created in the rear of the space with a little help from their Ryerson fashion intern (who incidentally also files their taxes). It's based on the same principle of easy-fit pieces, and affordable (under $200) dresses. I adore the army green silk sack dress with cream leather-covered buttons on the cuffs, large leather bow, and a drawstring neckline.

The Future of Frances WatsonAfter spending a few minutes with the duo, I am best-friend-homesick for my very favourite girl on earth (in too-far-away Medicine Hat). My questions are met with inside-joke answers followed by explosive laughter - just the kind of girl-bond I miss. The idea for the business started after Kerry (formerly of Franny Vintage) and Meg (of Jill-of-all-trades creativeness) started "kickboxing and eating poutine" together. With not yet two months under their belt, the shop is still evolving through joke-laden banter. In fact, our conversation degraded into a brainstorming session over the future of the "Vintage Closet" - an actual closet currently home to a select assortment of flashback frocks and handbags.

The Future of Frances WatsonWhile new and rare apparel labels rule, a few novelty items (notably a Fred sock monkey wine bottle cover), bath and body products (the Tokyo Milk line and Canadiana cast soap dishes), and a few antiques (kitsch golf-themed glassware and ornate tabletop mirrors) are spattered throughout. "Pretty much everything is for sale," Meg tells me, "Except my Grandmother's chair."

Tokyo MilkTokyo MilkSpeaking of elderly family members, the curious name "The Future of Frances Watson" is derived partly from the owners' grandmothers, and partly from a fictional muse captured in a mural on the shop's wall. Meg and Kerry are inspired by "early feminists" and "wild daredevils" like the buxom horse-mounted pin-up depicted in the mural. "That's the way opening the shop felt," Meg laughs, "Like jumping through a flaming hoop."

The Future of Frances WatsonPhotos by Dennis Marciniak.



gr1 / November 4, 2010 at 10:57 am
stumbled in here about a month ago. was pleasantly surprised and am super glad for this addition to the neighbourhood.

even though they were entirely 'ready' the selection at the time was awesome and the customer service was top drawer. alternative apparel, nudies, cheap dry denim, cheap mondays, cool accessories and outerwear.

i picked up a naked and famous red/gray flannel button up and my buddy got some winter jacket which escapes me, whomever helped us was an absolute pleasure.

they had mentioned they would have a site up and all their new garments posted etc, so it would be nice if someone provided that info cause im too lazy to flex my google right now. so much copypasta.
allie / November 4, 2010 at 11:18 am
Can't say enough good things about this place! My bf bought his first pair of raw denim jeans (naked and famous) right when they opened, he is on month 3...they are due for the freezer trip soon.

Keep up the great work Kerri and Meg!
Roger Roger Sterling / November 4, 2010 at 02:20 pm
Great store.
The gals there were awesome friendly, cool and knowledgeable.
The clothes were also surprisingly affordable. I've paid way more for similar (high) quality pants, shirts and coats in the more well-heeled parts of town. Cool knick-knaks too.
Glad to see this place in Parkdale!
Greg / November 4, 2010 at 02:27 pm
More rawr jawnz in Toronto the better.

Somebody step up their japanese repro game.
v. / November 4, 2010 at 02:43 pm
Lovely little store. I wonder if that beautiful wall mirror is for sale...
kerry butt / November 4, 2010 at 02:51 pm
Thanks guys!

search The Future of Frances Watson on facebook for daily updates and pics. also our blog is

annnnd our ladies clothes are for sale on the web here

Thanks again for your support!
evelyn / November 4, 2010 at 05:15 pm
i like the pieces they sell but not the ones they make
Meg Watson / November 4, 2010 at 06:38 pm
In response to "v", you can commission a wall mirror like we have to (fairly) specific dimensions...come in and talk to us about it!!!
bullring / November 5, 2010 at 12:20 am
Can I buy a $500 scarf there?
HUK / November 5, 2010 at 09:07 am
The floor's dirty. You might want to mop that up before you try to sell me on your $200 vintage garbage and 'creations'.

James / November 5, 2010 at 02:13 pm
Huk, you need to go back to knowing what vintage is school. Those are new clothes and they are very well priced.

I hope the mens offerings expand in the future. It's a nice little store run by a couple of very friendly and helpful people. I'm glad it's in the neighbourhood. I bought a Dunderdon coat there and am pretty happy with it. I get a lot of comments and it's really warm and comfortable and I was surprised at the price, they could have easily jacked the price up significantly. They also have the best price on Naked and Famous denim in the city as far as I know.
Sarah j / November 5, 2010 at 02:14 pm
I love this store! Such reasonably priced jeans! My bf got great raw denim for $125 and I picked up levis for under $80. Love love love it!
james / November 5, 2010 at 04:22 pm
Note to the author, Cheap Monday isn't raw denim.
frances / December 2, 2010 at 04:00 pm
Nicely selected items but...
Shame about the glib salesperson. Moving to the big city doesn't mean you have to be dour. Heavens it's just shopping!

sean / January 9, 2011 at 08:25 pm
This is such a nice and inviting store! The girls that run the place are hilarious and if you ask nicely they'll probably give you a beer from the mini fridge under their desk. Great selection, great prices and great atmosphere. I'm so glad to have them in Parkdale.
Greg replying to a comment from allie / January 10, 2011 at 01:03 pm
That's great to see some more people doing this.
Roberta R / May 2, 2011 at 03:14 pm
I've been in a couple times with my boyfriend and on each occasion I felt really uncomfortable. Seems to always be a large group of people drinking beer and yelling at the top of their lungs. Any questions we had were met with a glib response and no eye contact whatsoever. Guess we're not cool enough for them...
garth breaks / May 5, 2011 at 11:04 am
Not many places I can concurrently buy jeans, drink beer and have a laugh.
Price, quality and atmosphere are all great in my books.
jess lee / June 8, 2011 at 05:12 pm
Beers are a wonderful thing but these guys are definitely elitist snobs. Their own line is cute but not groundbreaking or solid enough for the prices that they charge. Room to grow maybe?
kevin sean replying to a comment from Roberta R / June 9, 2011 at 04:54 pm
Sounds like fun to me. Don't be such a tightass. I find the shop to be very inviting and refreshing. You're definitely not cool if you hate people having a good time.
Hope / June 14, 2011 at 12:13 pm
Why do these people insist on leaving their beer cans and coffee cups on the sidewalk instead of the recycling? Have a little respect for Parkdale, geez.
Alex / August 18, 2011 at 01:22 pm
Everytime I stop into this 'store' people are not only drinking, but seemingly drunk! Then when I walk past at night, there's empties and garbage everywhere! Really cool.
kerry / November 1, 2011 at 11:13 pm
we don't leave our coffee cups outside. we leave our beer cans outside because we know people in parkdale can use the extra cash when they return them...
Jon Geary / July 28, 2012 at 09:43 pm
Wow, I can't believe that people have anything bad to say about this store! I'm not one to post comments on the internet, but I kind of feel like I have to right now! This store is in my top 3 stores in the city. The girls that (I think) own the place know so much about their product and are hilarious and excitable when you get them going. It bummed me out to see negative comments on here! I was searching for their website and came across this page, so I just wanted to give my two cents! Really great curated store with a really fun team working every time I've been in!
jameson / September 12, 2012 at 04:52 pm
Very overpriced place. Lots of they stuff they sell you can find consistently cheaper at other places on Queen. And I have to say, I used to really enjoy going in and looking at what they new products they get in but I just find the place uncomfortable for many of the same reasons noted above. / May 1, 2013 at 11:09 pm
One more issue is video games are generally serious naturally with the major focus on studying rather than fun. Although, it has an entertainment feature to keep your young ones engaged, every single game is generally designed to work towards a specific skill set or programs, such as math concepts or scientific disciplines. Thanks for your write-up.

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