Introducing: J.Crew’s new Eaton Centre store (which finally includes stuff for fellas)

Toronto’s male preppy set was dismayed when J.Crew opted to sell only womenswear at its Yorkdale Mall store, meaning they’d still have to to go online (or trek to Buffalo) for Cape Cod-style basics. Happily, the retailer’s second Toronto location, which opened yesterday in the Eaton Centre, has enough room for a substantial menswear section with a separate entrance. All told, the new store occupies nearly 9,000 square feet, compared to Yorkdale’s 5,000. (Don’t expect the controversial pricing to change, though—the Canadian prices are still marked up over their American counterparts.)

On both the men’s and women’s sections, the vibe and merchandise are classic J.Crew: blond hardwood shelving, amorphous ceramics and mannequins wearing purposefully rumpled workwear in sherbet colours. Cashmere V-necks ($218), gold necklaces studded with resin cabochons ($174) and patterned oxfords ($76-$88) pop in the well-lit space. Associated brands like Sperry and Robert Smithson, among others, are prominently displayed where the women’s store joins the men’s area, while dedicated salons showcase women’s shoes and handbags. Suit junkies can also ogle the in-house Ludlow line in a separate room. Finally, if all of this is overwhelming, an appointment can be made, free of charge, for a personal stylist—even after the store closes for the night.

Click here for a photo tour of the store »