How does an iconic young womens fashion brand expand from Canada to the U.S. with an ownable POV? By owning the garage. A nod to French roots, “garage” is your space to invent and play. To push boundaries and make noise. It’s the place that’s been here all along, where you can go to get your fix.

With local pop-ups (in garages, of course) and strategic collaborations with Montreal street artists, we put Garage on the map in American cities and gave them new relevance in their home and native land.

Our biggest challenge with the Garage brand refresh was aligning internal teams, who had different ideas of what the brand stood for. Since it's launch in the '80s, looking and feeling sexy was its core. Our job was to redefine "sexy" for new employees and veterans alike – not to mention for their customers. We found the answer at the intersection empowerment, ownership, and body positivity. In a word: "mine."