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General 54


Since 2006

General 54 boutique, 2018 © Jennifer Glasgow. Photo courtesy of Général 54

Founded in 2006 by Jennifer Glasgow and Geneviève Heistek on Montreal’s St. Viateur Street, General 54 is a women’s clothing and accessories store that also sells decorative objects. Initially focussed solely on Quebec, and then Canadian brands, the store began selling products by American artisans in 2012. This change coincided with its move to St. Lawrence Boulevard and the departure of Geneviève Heistek. As of 2018, Jennifer Glasgow co-owns General 54 with her partner, accountant Dan Lacroix, who sees to the finances.

General 54 offers styles that are both functional and artistic, with a focus on eco-responsible, ethically made products. Its clients are women who wear many hats and need practical, multipurpose clothing that can suit their different realities. In addition to offering an assortment of some fifty clothing brands, General 54 carries its own line of basics under the Lacroix label as well as Jennifer Glasgow’s eponymous ready-to-wear brand.

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Madeleine Goubau, Contributor