With knickers from international designers lining the walls of Almost Naked—a new two-level underwear shop on Queen Street West—it seemed fitting that the electronic invitation to the retailer’s media launch featured a pair of red and white men’s underpants. The invites, created by Matt Austin of Ignite and distributed by Rock-it Promotions, featured “a brief note” informing guests of the date and location for Wednesday’s launch.
More than 100 people filled the boutique, sipping wine and munching on hors d’oeuvres such as wild-mushroom risotto cakes and mini Tahitian vanilla milkshakes with minted-brownie bites from Toben Food by Design. DJ Jamal performed in the front window, and models wearing designer undergarments from brands like Ed Hardy and Diesel mingled with guests and posed atop the checkout counter on the main floor.
The shop, owned by Dan Sutcliffe and Jeff Axelrod, opened June 27. “We thought 'Why not do something like this?' There’s nothing like it in this neighbourhood or anywhere in Toronto,” Sutcliffe said, noting that the pair are planning to unveil their own line of underwear soon.
