by Stephen Garner

Nobis has opened a new pop-up in Toronto inspired by a local laundromat.

The shop, located at 277 Queen Street West in downtown Toronto, aims to bring to life the Canadian premium outerwear brand’s unique machine-washable feature, offering complimentary express jacket refreshes, while also functioning as a coat drive.

Nobis’s new shop will offer guests the opportunity to try on its latest offerings, learn the difference in clothing care when using the right laundry appliances, receive express jacket refreshes courtesy of LG Electronics Canada, interact with a custom vending machine filled with exclusive offers and gifts, and capture the moment with an instant video booth inside a two-way mirrored room.

“We are pleased to present the Nobis Laundromat for guests to interact with the brand in a fresh, innovative way, and experience how our products perfectly marry fashion with function at the highest level of quality,” said Robin Yates, vice-president and co-founder of Nobis. “Giving back to the community is a big part of who we are, and Nobis is proud to share the warmth with those in need this holiday season.”

All gently worn jackets collected will be benefitting New Circles GLOW (Gently Loved Outfits to Wear), helping newcomers, refugees and economically vulnerable families in Toronto meet their basic clothing needs. For every jacket donated, Nobis will match the contribution with a $100 donation, equal to one year’s worth of clothing for two people in need.

“Laundering for good is such a cool concept and we are so grateful to Nobis for partnering with us,” added Diana Gibbs, manager of resource development for New Circles. “Many of our clients will be facing the winter for the first time and are quite unprepared for the cold. On behalf of the thousands of families who will benefit, thank you for keeping Toronto warm!”

Guests are encouraged to stop by the Nobis Laundromat with gently worn winter jacket donations from now through Sunday, November 10th.

Photos by Ryan Emberley Photography