When you have a moment tonight, take a look around your room. What are some objects you see that you love?
Of the possessions that earn importance in our lives, they are usually at a level of quality that allows them a lifetime with us (possibly even longer), to acquire that patina of memories and meaning as they age.
Now ask yourself: If you turned your home into a storefront, with these most treasured objects on display, what kind of person would shop there?
In doing just that, Tyler Johnstone has not only created a store that is standing out in Gastown, but also fitting in.
Anchored around the flatiron-style Hotel Europe Gastowns most photographed building, sitting at the intersection of Water, Alexander, Powell and Carrall Vancouvers nascent mens style scene has found home base.
Street style photographers such as Maxime Lutin hunt here, among the tourists and tonic seekers. And so do male shoppers.
Johnstone, 29, opened Fortknight mens lifestyle boutique in December, jauntily tossing his hat into a block boasting Inventory Magazines eponymous Stockroom and streetwear icon Sharks & Hammers.
Within walking distance of a handful of other specialized menswear retailers Roden Gray, Haven, Neighbour, Crome Yellow the addition of Fortknight might have been seen as competition. But Johnstone says his concept has been welcomed to what is now a destination mens district.
I built Fortknight to be complementary to a lot of whats going on in Gastown. I didnt think that Gastown needed another mens clothing store, he laughs. Right from the beginning I told all the others down here that I wasnt ever going to do clothing.
His plan, instead, was to populate his 100-year-old heritage storefront (formerly Killa) with items he would want to own.
Essentially its just turned into a store full of all the stuff that I like, he chuckles.
In all, Fortknight carries 151 eclectic, hand-selected items that throw seriously refined shade on their peers. And Johnstone estimates that 90 per cent of his stock consists of items he wanted to buy and couldnt find anywhere else before his store opened. As such, prices swing from $18 to $4,700.
When hes not working with his other business (Leverage Media), you can find Johnstone next to the rustic wine barrel displays with jazz trumpet tooling overhead, or setting up a musically inclined customer on the black couch near the back to test an electric guitar.
But from time to time, in his natty blazers, collared shirts, pocket handkerchiefs and dapper lace ups, Johnstone will jet around the world and come home bearing gifts. Like children waiting in the driveway for dad, customers come by regularly to see what Johnston has brought them this time.
A storefront so specifically and minimally stocked might seem risky, but according to a Reuters article, consulting firm Bain & Co estimated that at the start of 2012, the luxury menswear market (which makes up 40 per cent of the global market) was worth $240 billion and growing at about 14 perc ent a year nearly double that of luxury womenswear. The niche is booming, despite the worlds slow economic recovery.
Johnstone didnt think he would land PRS guitars, for example. Theyre so high-end with me not being a music store I thought there was no way they were going to let me be an authorized dealer.
He called them anyway, and caught the attention of the sales manager. I explained to him that were a mens boutique that sells guitars, and he said, quote, This is the fucking greatest idea I have ever heard.
According to Johnstone, Fortknight sees two types of people. Person One walks in and thinks the store is just full of random stuff. Person Two completely gets it, and says they love every single thing in there. Based on where were located, theres thankfully a lot more people coming in who love everything.
So are you a Type One or Type Two? Head to 46 Alexander to find out.
Shaving soaps and brushes from Taylor of Old Bond Street (circa 1854 and a throwback to Johnstone's British heritage)
Sleek Bauhaus watches (sold out)
Caparison electric guitars from Japan, Jet City amps from Seattle
Teroforma whisky stones (think Fathers Day)
Saphir shoe polish from France (used by Hermès to condition their leather handbags, and widely thought of as the best shoe polish in the world)
Visconti and Graf fountain pens made from lava rock, platinum, Grendilla (aka clarinet wood). Says Johnstone: "A lot of people don't realize they're just the same as normal pens, they just write a lot nicer."
Stolen Riches dress-shoelaces from Toronto (a customer suggestion)
unbranded leather messenger bags and wallets, handmade in East Vancouver
You can follow style reporter Kelsey Klassen on Twitter @kelseyklassen.
