Super Fly
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Where art, style and fashion converge on Ste-Catherine Street
by ALEXIS DIAMOND
Past the Ste-Catherine Street sex shops, rare bookshops and LaSalle College, the Fly sign glows orange and turquoise. "Like a beacon," says co-owner Arianna Rabinovitch.
You may be drawn in by the front window, designed by LaSalle Visual Presentation students. You may be attracted by the racks of clothes by local designers like Luscious, Fidel, Bodybag, Dickwear and Kitchen Orange. Or perhaps it's the Chili bags and Cosmic Angels jewellery, or the streetstylin' designs from Toronto, New York, Spain and beyond that catch your eye.
Once inside, watch out for the hand prints of Rabinovitch and partner Richard Morris, sealed forever in the newly cemented floor. The white walls, Italian auto-pole railings and Fly hangers are all Morris and Rabinovitch's designs. Boutique Fly is a labour of love and both owners have paid their dues.
Rabinovitch was working as manager of Juan & Juanita when she met Morris, a customer. After working his way up from selling T-shirts and sunglasses on University Street to manning a cart at the Faubourg, Morris started talking about opening a store of his own. Rabinovitch shared the dream, and Fly was born. Business has been booming since its opening mid-March.
As Rabinovitch explains it, "Fly combines a high-end vibe with prices people can afford. The goal is to support creativity and individuality, so we offer the full spectrum." That spectrum includes one-of-a-kind creations by LaSalle design students sold on consignment. According to Morris, combining big brand labels with student designs has never been done before. The goal, as Morris puts it, is "to encourage students to get a foot in the door of the industry." Rabinovitch concurs, adding that "both of us clawed our way up in the fashion industry, so we know what it's like. We want to inspire creativity, achievement and ambition."
This encouragement of artistic creation is evidenced by the Fly Art Gallery within the store. Rabinovitch describes it as "a forum for young people to show what they do." Most of the artists are students or recent graduates and, happily, the paintings have been selling.
Curators Mike Casal and Melissa Solomita, both artists in their own right, welcome proposals for monthly exhibitions featuring three or four painters, sculptors, photographers, or poets whose works converge on a theme.
To fully enjoy the Fly vibe, sit on the curvy white leather couch on the sky blue carpet and view the clothes and art, read the European mags, drink coffee (gratis), eat candy and enjoy the tunes. Every month, the store features CDs of five artists who will be appearing in Montreal. Yet another way, Rabinovitch explains, of supporting local events.
While we're sitting on the couch, one of the gallery curators, Mike Casal, pops over with his newest notion. An art catalogue, scrapbook-style, of everything sold in the gallery. "The Official Fly Gallery Coffeetable Book," pipes Rabinovitch. Casal lights up. "That's it. That's exactly it."
Boutique Fly, 1970 Ste-Catherine W., 846-6888. launch party at the end of April
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