Fashion has long been a form of self-expression, and as consumers become more aware of sustainability, the fashion industry is shifting toward quality and longevity. One brand that has embraced this change is Steel Style Garage, a clothing store co-founded by Shannon Yates and Zachary Treanor in 2010. Located in the heart of Gananoque, Ontario, this store has become a local favorite for its carefully curated collection of sustainable fashion.
The Inception of Steel Style Garage
Shannon Yates and her business partner, Zachary Treanor, began their journey with a shared passion for upcycling and design. While both were working in the corporate world, they came across a vacant, over-100-year-old limestone building in downtown Gananoque. The building inspired them to breathe new life into old spaces, leading them to purchase and restore it.
After engaging with the local community, they identified a demand for a clothing store, which prompted Shannon to open Steel Style Garage. Initially, she curated collections from her favorite brands, such as Free People and Billabong, developing her inventory based on customer feedback while maintaining high standards for quality and sustainability.
Navigating Challenges and Staying True to Values
Since its launch, Steel Style Garage has faced various challenges, especially with the rise of e-commerce and fast fashion. Shannon remains dedicated to educating her customers about the importance of supporting local businesses and choosing sustainable options.
She is selective about the brands she stocks, focusing on high-quality fabrics and ethical manufacturing practices. By adapting to changing customer preferences while maintaining an aesthetic of versatile, timeless styles with a playful, carefree vibe, the store has experienced steady growth.
A Commitment to Sustainability and Innovation
As the store continues to evolve, Shannon remains dedicated to staying connected with her customers and the environment. As of February 2025, Steel Style Garage introduced a ‘Trade-Up Program’ that allows customers to trade in gently used clothing for store credit. This initiative will offer a mix of new and pre-loved clothing, making sustainable fashion more accessible and helping to reduce clothing waste.
Shannon’s commitment to sustainability and the creation of a circular fashion system is reflected in this innovative program. With this initiative and a focus on community-driven fashion, Steel Style Garage is well-positioned to thrive in the ever-changing fashion industry.
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