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> Monday, November 2nd, 2009 > News > Local Business Profile: London Rock a unique shopping experience
Local Business Profile: London Rock a unique shopping experience
Click here to read more Interrobang articles written by Kate Slade
Published: Monday, November 2nd, 2009
Tucked away from the glaring florescent lights of White Oaks Mall, far from the big box, glossy monster of Hyde Park and protected from the commercial franchising of Masonville lies a clothing store untouched by the heavy hand of fashion copycats. A true original, London Rock still sits in the gritty downtown location that it’s called home for the last 18 years.
It’s clientele, grows and changes, but London Rock, located at 202 Dundas Street, remains deliciously the same.
Once famous for carrying the best assortment of concert T’s and posters in town, London Rock has exploded into an international phenomenon; launching a successful locally-designed clothing line right here in London.
Collaborating with local talent, including Fanshawe design students, owner Abdul Ergig, is committed to creating a clothing line that is both current and edgy, and truly represents London.
Opening his doors to co-op students from both the Fashion Design and Fashion Merchandising programs, Ergig allows his students a rare and exciting opportunity; designing clothing and accessories from scratch, right alongside Ergig and watching their ideas expand into internationally manufactured items sold right in the store! It’s a gratifying and successful project to be a part of.
Through his own personal travels, Ergig is inspired by fashion he sees all over the world. From beaches, to clubs to market places in Europe, Ergig is intrigued by the trends and details he sees and brings them home to London. With no formal training in design, his creativity is purely organic and infectious. He works with the designers and students, making each item exactly as he imagines it in his mind.
London Rock has been in the same location on Dundas Street for so many years and Ergig is hesitant about making any big changes. He admits to being offered spots in shopping malls around the city, but prefers to maintain ownership and control of his store’s look and content.
“Malls control everything; what you can sell and how you can set up your store,” he laments. He prefers to remain uncategorized, to defy definition in his unique store in the heart of downtown. His store steps away from the mainstream; producing original clothing and carrying distinct items that you can’t find anywhere else in London. There are a few shops in town that cater to an underground clientele like London Rock does; clientele that also defy definition and step away from the mainstream. “These kind of stores shouldn’t be in the mall,” said Ergig.
Asked how his shop compares with other independent, locally owned boutiques in the downtown area, he boasts that London Rock is the “mother of all cool shops,” pointing out that the clothing and accessories give the store “a little bit of everything.”
In addition to clothing, the store is also overflowing with quirky, distinct items that would make great Christmas gifts; wallets, toques, purses and messenger bags are all infused with the same unique taste that makes this place notorious.
If you’re looking to put together an outfit that’s one-of-a-kind, without stumbling into your fashion doppelganger in first period, be sure to add London Rock to your must-go shopping list. Clothing you cannot find anywhere else in the city, guaranteeing a look that belongs to you.
London Rock’s hours are generous for a downtown shop, so come by after class:
Monday to Wednesday 11 a.m. to 7 p.m.
Thursday, Friday and Saturday 11 a.m. to 8 p.m.
Sunday 12 a.m. to 5 p.m.