Based in Ville-Marie, Newkid Archive curates clothing from independent designers and underground labels while also developing its own in-house pieces. Focused on timeless design, versatility, and thoughtful wardrobe building, the studio offers an alternative to fast-moving fashion trends. We spoke with co-founder of Newkid Archive Ali Smith about creating a more intentional approach to getting dressed, discovering emerging designers, and building a community around personal style in Montreal.
What is your business called and what does it do?
Newkid Archive is a Montreal-based studio focused on independent designers and underground labels from around the world, mainly from South Korea. We curate garments that are technical, clean, low-profile, and highly wearable, along with in-house pieces under the Newkid Archive name.
What made you want to do this work?
I always struggled to find pieces that felt clean and simple, but still elevated and interesting. I wanted to build a wardrobe that felt timeless, versatile, and easy to wear, where every piece naturally complements the others.
What problem did you want to solve with the business?
Personally, I wanted to move away from having too many clothes that did not work well together. The idea behind Newkid Archive is to offer fewer, better pieces that can be styled in different ways while still feeling cohesive. We wanted to create a more thoughtful approach to getting dressed, where people can build a wardrobe that feels consistent and personal over time.
Who are your clientele/demographics?
Our pieces are made for anyone who connects with the aesthetic. A lot of what we carry is one-size or adjustable, so the garments can fit a range of body types. The clothing is also gender-neutral and designed to feel timeless rather than tied to one specific trend or demographic.
How does your business make money? How does it work?
We operate online through newkidarchive.com and also have a physical studio in Montreal. Customers can book an appointment online, visit the space, have a coffee, try on the collections, and get help styling the pieces.
Where in the city can we find your profession?
We are located in Ville-Marie at 2065 Rue Parthenais, studio #035. When you arrive, you can buzz 3500, and we will meet you at the door.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
“How do you choose the clothes you carry?”
We choose pieces based on quality, uniqueness, fit, and how well they align with the Newkid Archive aesthetic. We are not trying to follow trends or carry what everyone else has. We trust our eye and focus on pieces that feel personal, well-made, and more considered than mass-market retail.
What is the best part about what you do? What is the worst part?
The best part is that this business has allowed me to meet and collaborate with so many creative people. I also love when a customer comes in, tries something they would not normally consider, and discovers a new way of seeing themselves. The hardest part is getting people to step outside of what they are used to and be open to trying something different.
What is your favourite joke about your own profession?
People expect me to be dressed fashionably all the time, but most days I am wearing the most casual clothes possible.
Where can we follow you?
You can follow us on Instagram and TikTok, and visit our website.
PAY IT FORWARD: What is another local business that you love?
There is a Montreal atelier called Le Chatelier, run by Jeremy. They make custom objects that are really unique, and I really love their design work.
