There’s a new women’s apparel store on Queen Street that feels high-end but promises not to break the bank. The brand’s head designer, Michael Jafine, has a finger on the pulse of Toronto street fashion — literally, because his design studio is in the back of the store and he always has his eyes on Queen Street passersby. 

Ahiri was co-founded by Ahnaf Ali, Sheetu Latif and manufacturer Naimul Chowdhury in 2021 as a locally-designed women’s clothing brand that offers high-quality items at an affordable price point — an alternative to the likes of Zara.

“We felt there was a gap in the market,” says Latif. “By creating well-designed, well-thought out, timeless pieces, we ensure that our customers don’t have to pay a huge amount of money or resort to fast fashion.” 

Chowdhury is based in Bangladesh, where his manufacturing practice focuses on ethical garment production, while Latif comes from a management background with a focus on marketing and sales development. When the trio first conceptualized the idea, they had only established a target demographic and brand name. All they were missing was a designer to steer them in the right direction.

Meanwhile, Toronto designer Michael Jafine had recently returned home after receiving his bachelor’s degree in fashion design from Parsons The New School for Design in New York City, and working with brands like The Row and Proenza Schouler. Working as both a stylist and designer in the city, Jafine was in the process of building a brand under his own name when he met Sheetu, who presented him with a blank slate and an opportunity he couldn’t turn down.

“Immediately, I created the brand identity and vision down to the logo itself,” says Jafine. The fact that it was a womenswear brand made it an even more perfect fit. “So much of my creative mind lives in the realm of women; I’ve grown up with a very strong family of women who are fashion-oriented. That’s why I focused my degree in womenswear as well,” he says. 

His idea was to create wearable, yet timeless statement pieces that could seamlessly merge into the consumers’ existing wardrobes.

“As a designer, I seek to create fantastical and ethereal creations that tell stories, but at the same time, when we think about the consumer and Toronto itself, there’s a certain reservation that I find exists here,” explains Jafine, noting his effort to balance those realities. For him, it’s a matter of exploring new ideas while also keeping in mind what fashion-forward women are looking for each season. 

All of Ahiri’s manufacturing facilities are LEED gold certified, meaning they prioritize lower carbon emissions and environmental quality. The manufacturing team is made up of 98 per cent women and is one of the largest employers of  individuals with physical or mobility disabilities in the country.

“They are a company with their heart in the right place,” says Latif.

The business plan was to have a physical space eventually, but the pandemic led the brand to focus on their ecommerce model. In the meantime, they hosted two pop-ups on Queen Street West, showcasing seasonal collections amidst hors d’oeuvres and champagne, a DJ and a fashionable crowd. 

One of Jafine’s favourite designs is the butterfly dress; the bestseller from Ahiri’s very first collection — a black-and-white knitted long sleeve bodycon dress with a square neckline that has the silhouette of butterfly wings. Another cherished piece is the Genevieve dress, a black satin and lace slip dress that is panelled in swirling shapes so as to “reveal the figure in an understated way,” he explains. It’s been worn by celebrities and influencers alike, and sold out twice.

 

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“From the moment I sketched it, I just knew — I had to make this garment come to life,” he says.

In both instances, Jafine worked with the manufacturer to execute a design they had never produced before, finding the perfect material and developing a custom lace in the case of the latter. 

As for the reaction: “People were surprised by the quality of the products, and thought that we would be charging much, much more. So those responses were very encouraging,” says Latif.

Realizing that the Queen Street demographic aligned perfectly with their target consumer and brand vision, the Ahiri group started looking for a permanent space. 

The Queen Street flagship, located just east of Trinity Bellwoods park, now serves as the brand’s retail location, design studio, logistics operations and warehouse. In order to tote what it’s selling, the Ahiri storefront was designed with the expertise of Toronto-based visual consultant Jairo Betancur, who is known for his work with high-end brands like Gucci, Hudson’s Bay and Club Monaco. 

While the plan is to focus on the success of the flagship for now, “and make it a happening destination for buyers,” says Latif, the brand has long-term aspirations to expand physical locations into Montreal, L.A, and New York. Ahiri is located at 797 Queen St. W.