Swenn Relaunch on Saturday

I have such a soft spot in my heart for Swenn, the clothing and stationery store in downtown Charlottetown. It’s the kind of store you want in your remote coastal city, along with good coffee, a good bookstore, a good library, and good bicycle shops, if you pine for a hedge against creeping provincialism (and sometimes wish you lived in Brighton or Berlin or Bologna).

I am a dedicated wearer of Swenn Eco-essentials T-shirts (an about-face for me, as Olivia will attest, after several decades of dressing like it was 1957): I wear them to work out, I wear them as my daily driver. They keep their shape, they’re comfortable, and they’re reasonably priced.

So, like I said, I’m a fan.

Tomorrow — Saturday, June 15, 2024 — Swenn is celebrating the launch of their new Charlottetown location (at 204 Queen Street), and the launch of a new collection, from 4:00 p.m. to 7:00 p.m. An East Pointer & friend will be there at 4 to kick things off, followed by a DJ set at 5; Robert Pendergast is doing the catering.

I dropped by the new location today — it’s beside the post office, across from City Hall — to pick up some t-shirts and see the new space. It’s smaller, compact even. But it’s well-designed, and well-merchandised, and, more important than anything, it has actual daylight streaming through actual windows (the old location was landlocked inside the Confederation Court Mall, and while it had acreage to spare, it lacked access to light and air).

Perhaps I’ll see you at the launch tomorrow?