Tiger Tiger = Hastings Fashion Revolution?

June 2nd, 2008 | Published in Boutiques

Photo by Alex Ramon
Words by Maria

How sweet is the sight of a brand new boutique? Very sweet indeed– especially when it sparks the possibility of another indie fashion district popping up out of our Vancouver Eastside. Tiger Tiger Unique Vintage Clothing, located on 2471 East Hastings Street (between Nanaimo and Kamloops), can’t help but look a little out of place amongst the more plain-looking shops around it. Its big, colourful sign above the store entrance is rather eye-catching. Owner Willow Hillard designed it herself, out of a vision that has become the basis for the creation of her boutique. The fact that she’s chosen this part of Hastings as the home for Tiger Tiger speaks on many levels of what this vision is, and what it means to the Vancouver fashion industry. “It was more at an intuitive level,” Willow recalls, “it was seeing something in the future and anticipating it, and taking that energy and making it in reality.”

Seeing into the future with her vision, Willow brought forth into the world the youngest of her three children: Tiger Tiger Unique Vintage clothing. On January 29th of this year, Tiger Tiger opened its doors to the fashion starved Hastings Community (and the rest of the world, of course). “I know the [ Hastings Community] well”, says Willow, “I know there are tons of young people out here hungering for a Commercial Drive experience or a Main Street experience, but in their own backyard.”

Shoe Shelf Willow started plans on her boutique back in December of 2007, but even then her vision was clear, and the fruits of her labour have been most gratifying. “The reception has been amazing. Just the look on [people's] faces as they walk in the door–that’s enough to send me into the universe and happiness for the rest of the day.”

Willow, born in Courtney, BC, has been living in the Hastings area for over 3 years. Although she moved around BC many times as a child (17 times to be exact), she had always lived away from the big city. Now that she is living full time in this “concrete jungle” that is Vancouver, she feels more acutely that there is an intense disconnection with the things around us. This is why she decided to open up a vintage clothing store instead of a regular retail store. With vintage, the pieces are extra unique, since there’s only one in one size, and it belonged to someone else, but in different era. “People who come in here, they are looking for that connection, that nostalgia, that special piece. And that’s why vintage is so special,” states Willow, “I always say, ‘you don’t pick the dress, the dress picks you.’ You come in and try on the dress and it fits you perfectly, like it was made for you. I’ve had that happen in the last two months more times than I can count.”

However, fear not, avid shoppers, Willow does plan on extending her repertoire of awesome clothing to the local designer market. Many of our home-grown designers make their clothes right here in Vancouver, which is something that gives it that much sought after extra value. But for now, the pursuit itself for those amazing vintage finds is enough of an adventure on its own. “There’s a lot of hunting [involved], and that is my most favourite part: the treasure hunt,” Willow explains, “it’s finding that [treasure]–and finding it–for someone.”

Still, vintage clothes have become so popular that prices have gone up considerably. But the market that seeks vintage clothing is oftentimes younger and less likely to be able to afford it as easily. A certain exclusivity around vintage has formed and it’s refreshing to see a boutique that offers excellent vintage at relatively affordable prices. Willow wants to make her vintage offerings as obtainable as possible–for the younger generation and beyond. “It’s not always about the money. It’s about the lifestyle, it’s about the spirit; it’s about being connected,” she explains.

Right she is and happy we are with Tiger Tiger’s price tags. Just to give you an idea, you can find yourself a sweet sundress for $42 with a cardigan for those breezy summer nights at around $30. You boys can get your hands on an awesome leather jacket for $78 and buy yourself a pair of boots from the same cow at around the same price. You not only get a cool outfit, but you get a sense of uniqueness that you can’t possibly get from buying something at a store selling mass-produced clothing. Also, since buying vintage is another form of recycling, you will also be helping the green cause. It’s not just vintage, it’s a whole lot more…

Changeroom So what lies in the future for Tiger Tiger and the Hastings Community? As for Tiger Tiger, this baby will go wherever the wind takes it. Willow has high expectations for her boutique, but none that are the least bit restricting. “I don’t want to box [the future of Tiger Tiger] in. I just want to let it go. That in itself is what my business is: something without borders. I just want to leave it free and mysterious, and let it go where it will.”

As for Hastings, there’s no doubt that it is a bustling community. The mother of all Donald’s Markets is right on Hastings and Nanaimo, with the Hastings Community Centre and Library just a few blocks down. There’s a high school, an elementary school, an annex, and plenty of little restaurants, coffee shops, and “corner stores” to go around. It certainly makes for a desirable place to live in. And, what’s this? You say the rent is cheap? Yes indeed, and that’s what’s drawing more and more people into the area, especially artists searching for a home to make their art: one that has life without being overcrowded, but that is also an inspiration to their work. Willow Hillard is one of the first cunning ones to make the move, and she agrees that there’ll be more. “This area is a bit of a supernova. Where, it’s a star and everyone thinks it’s great, but it’s going to explode. Within the next five years there’s going to be little shops like myself up and down [Hastings Street].” Who wouldn’t love that?

However, being in fair proximity to the infamous Downtown Eastside, odd characters can still be seen lurking around. But I say let them come! Their rants about the world coming to an end and lopsided saunters give this community all the more character than it already has. Also, being someone that is easily excitable, I have seen the opening of Tiger Tiger as a sign that Vancouver’s fashion industry is growing rapidly, and I have taken it upon myself to yell at everyone about it. You young entrepreneurs! You the business and fashion savvy! You who hunger for a bigger and better fashion industry right here in our own Vancouver! Come take a look over here, on Hastings Street! Open up your galleries, boutiques, restaurants, coffee shops, and studios! Make yourselves at home, and see how you rake in the benefits of your hard work, your sweat, and tears! Have I convinced you yet? Check out Tiger Tiger and see for yourself.

Published in Boutiques