Garage (clothing retailer)

Last updated
Garage
Company type Subsidiary
IndustryRetail
Founded1975
Headquarters
Montreal, Quebec
,
Canada
Number of locations
123 (2022)
Area served
Worldwide
Products Apparel, accessories
Parent Groupe Dynamite
Website www.garageclothing.com

Garage is a clothing store, primarily targeting young women. Founded in 1975 as a subsidiary of Groupe Dynamite, Garage currently has locations in Canada and the United States. In 1975, Garage Clothing was established as a Groupe Dynamite subsidiary. Andrew Lutfy, a Quebec businessman who began working as a stock clerk at the first GDI store in 1982, is the owner of Groupe Dynamite. Lutfy became the sole owner of Groupe Dynamite by 2002.

Contents

In September 2020, Garage's parent filed for creditor protection under the Companies' Creditors Arrangement Act. [1] They did this as a direct result of the COVID-19 crisis, in order to reorganize its financial and business problems. Early in 2020, Groupe Dynamite, Inc. was once again surpassing expectations following record performance in 2019, but COVID-19 put an unanticipated and unsustainable pressure on the company. The Montreal-based retailer and its Board of Directors were forced to confront the reality. [2]

Controversy

In 2024, Garage added content for the company's new denim promotion. The ad campaign featured ladies dancing to a bass-heavy song while modeling the jeans and taking off their tops and bottoms. [3] Online shoppers quickly criticized the advertisement, claiming it was overly sexualized, did not include people of various sizes, and would even be harmful to younger viewers. There are more than a dozen posts on the brand's Instagram page, and nearly all of them are besieged with negative comments urging the campaign to halt. Groupe Dynamite's Garage cleaned up its social media profiles on July 15 and added content for the company's new denim promotion. [4]

Collaborations with influencers

Garage Clothing launched a body positive produce line called B.DY which is promoted by Chloe Bailey in the media. [5]

Garage Clothing has also worked with TikTok star Caroline Ricke who is famous for comedic sketches in which she adopts the role of an irritating rich girl. [6]

References

  1. ↑ Yerak, Becky (9 September 2020). "Garage Clothing Chain Owner Seeks Protection from Creditors Amid Coronavirus Struggles". Wall Street Journal.
  2. ↑ Inc, Groupe Dynamite. "Groupe Dynamite Inc. Files for Creditor Protection Under the Companies' Creditors Arrangement Act". www.newswire.ca. Retrieved 2024-11-01.{{cite web}}: |last= has generic name (help)
  3. ↑ ""So inappropriate": Garage Clothing called out for "sexualizing" ads | Canada". dailyhive.com. Retrieved 2024-11-01.
  4. ↑ "Garage clothing rebrand draws backlash over racy ad: 'More like GarBage' - National | Globalnews.ca". Global News. Retrieved 2024-10-12.
  5. ↑ Vaughns Jr, Victor Qunnuell (October 14, 2022). "Chloe Bailey Is the Face of Garage Clothing's New Body Positive Line". Ebony Entertainment. Retrieved October 18, 2024.
  6. ↑ Talukder, Adrita; Raj, Roshni (2022-09-09). "Garage Clothing partners with TikToker Caroline Ricke for SoHo launch". Washington Square News. Retrieved 2024-11-01.

[1] [2] [3]


  1. ↑
  2. ↑ M, Preeti (2024-08-01). "Garage Clothing's Risky Rebrand - Sexual Ads Spark Fury". Funktasy. Retrieved 2024-11-01.
  3. ↑
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