Like Aritzia? Its cooler sister, Wilfred, is opening up its first Canadian boutique in Toronto this August

Aritzia is one of those brands most women can enjoy, because the clothes are fairly unassuming, trendy and mid- to high-end. The brand has announced that on Aug. 25, Aritzia’s luxury fabric–heavy Wilfred label will be opening its first Canadian boutique in a 1,600-square-foot space in the Eaton Centre, and it will carry their Wilfred, Wilfred Free and Le Fou by Wilfred labels. Every time we pass an Aritzia in Toronto, it’s packed to the walls with TNA-clad 20-somethings and prep school girls, so we can only imagine what kind of support this new endeavour will receive. Come opening day, we think we’ll see a crowd forming, not unlike protesters picketing outside their workplace. But don’t worry, it is in a mall, so there will be more than one of everything. Not familiar with the label? Check out our gallery of 25 looks from the three collections to see if Wilfred is something to get excited about after the jump.

See the Wilfred for Aritzia slideshow »