Dynamite: A new direction

With this year marking the Canadian company’s 30th year anniversary, Dynamite unveiled a new brand direction with a revamped store at their Bayshore location following suit. The two of us finally had the chance to stop by Dynamite’s new home, which sits in the mall’s renovated wing.

The store itself was almost loft-esque, with exposed beams of wood lining the white brick walls. The open-concept design made shopping so easy, which I find really refreshing. Gone are the days where I had the time (and patience!) to squeeze myself through stores with overcrowded stands, and sift through racks and racks of clothing. Season after season, Dynamite has nailed the “something for every woman” concept, without there literally being something for everyone. This year, and at their new store, is no exception.

Their fall collection featured amazing layering pieces, lots of texture with faux furs and leather, and modern takes on classic prints, like plaid and windowpane. The new brand direction speaks to women that are savvy shoppers, yet looking for that smart, sexy, modern and edgy look. But of course, still features classic cuts and accessible pieces that we’ve come to love about Dynamite over the past thirty years.

I had my personal photographer and bag-holder (aka CJ, who over the years, has proven to be the most patient boyfriend ever) snap photos of me around the store. I ended up leaving with an amazing, navy blue boyfriend blazer, and the coziest tartan blanket scarf that’s perfect for fall.

Aside from the redesigned store and fall collection, I also have to give a special mention to the lovely women that helped us out that day. With their product knowledge, smiles, and genuine friendliness, they really brought the shopping experience full circle.

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