Of late, thanks to Cowboy Bush, America has been anything but romanticized. Gone are the days when millions of people gathered around the big screen to watch Monty Clift traipse around in denim trousers and a cowboy hat or John Wayne ride horse-back through that dust-covered terrain known as the American West. And, over the years, the U.S has lost a sense of itself, fashion-wise, looking to that tres chic continent, Europe, for guidance. But, oddly, since the 80’s, the Valentino Group, responsible for such big league lines as Missoni and Hugo Boss, has been borrowing from America with their momentum-gaining line, Marlboro Classics. Even though the Marlboro Man is no longer the picture of American health and virility (since everybody knows he probably can’t breathe), Marlboro Classics is growing and is actually about to break through to the States. But before American fashion hits, well, America, it’s passing through Canada first by opening its flagship North American store in Montreal.

Marlboro Classics, which has graced the shopping streets of Barcelona, Paris, Rome, and many others has now planted itself in downtown Montreal’s upscale shopping centre, Les Cours Mont-Royal. The store itself, rustic looking with a hint of modernity, compliments the old-west inspired line perfectly. Although at its inception Marlboro classics was a grouping specifically deigned for men, the company has branched out (perhaps thanks to 80’s feminist Gloria Steinem) into women’s wear.

Expect a lot of plaid and denim in this store, but don’t expect to be bored. The surprising men’s section features classic American stylings but with surprising flourishes. Anticipate five pocket pants with playful embroideries, button down shirts with sophisticated treatment, brightly coloured Bermuda shorts and many mixed materials. As for women’s wear, picture the rugged elegance of 70’s icon Bo Derick and cross it with trend setter Lauren Conrad’s get-ups and you’ve got the light feminine, funky, country-weekend style that is Marlboro Woman.

Watch out America here comes America but, you’ve got time, it’s stopping in Canada first. – E.H

Marlboro Classics, 1455 Peel St
Montreal, QC
514-658-9004