Less than two years after dodging post-secondary programs to pursue their archive fashion dreams, Alex Maxamenko and Christian Ferguson have already done what most in the Toronto retail game hope to achieve at one point in their career — open up a store.
20 Maud is both the name and address of the archive sellers’ new base, out of which they’ll be selling extremely rare archive clothing, offering private shopping appointments as well as a buy/sell/trade program, monthly membership plans including a photography studio and styling services and monthly community events.
Kicking off this weekend, 20 Maud will be open to the public for the first time April 27-28 from 10 a.m.-10 p.m. The new shop’s community events will feel similar to the massive pop-ups the pair have been known to host in the past, with thousands of pieces for sale, a buzzing crowd of fashion enthusiasts and interactive elements– in this case, a live DJ. They even have customers from China and the U.S. flying in for the event.
“A lot of stuff is really hard to get, which means we might be some of the only people in the world with certain pieces,” explains Maxamenko, pointing to a $20,000 Raf Simons Nebraska sweater on the wall. “If you look up where to buy it, you just can’t,” he says.
“People will get to browse our entire archive at discounted prices, which is something we rarely do,” he adds. “We don’t really do sales on this type of archive because it’s so difficult to find, so when we do events like this, we just want to bring the city together and show our gratitude for everyone supporting us.”
Ferguson likens it to a museum: “You can come see 40 years of fashion in one room and they’re