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Atelier New Regime


Since 2009

Founded in 2009 by Setiz Taheri and brothers Koku and Gildas Awuye, Montreal label Atelier New Regime initially sold only slogan t-shirts. The brand has evolved and now offers a full range of clothing, shoes and accessories influenced by street style, the world of hip-hop and Montreal’s multicultural character. Atelier New Regime’s visual signature is bright orange, which is the dominant colour each season. The brand has preserved its message, rooted in the battles of the working class, the background of the three founders.

Designed in Montreal and made in China, the brand’s products are worn by international celebrities, notably pop singer Rihanna, and sold in its flagship store on Notre Dame Street West in Montreal, on its Website, and in pop-up shops.

Atelier New Regime received the Menswear Designer of the Year Award at the 2018 Canadian Arts and Fashion Awards (CAFA).

Sources External link

“Déconstruire la notion de succès avec Atelier New Regime.” Centre Phi, Centre Phi, 18 March 2018, Internal link

McNally, Andrew. “La mode canadienne à l’honneur” Le Journal de Montréal, Québecor Inc., 29 April 2018, External link

Mistry, Anupa. “Meet Atelier New Regime, The Streetwear Brand Putting Montreal On The Map” Fader, The Fader, Inc., 14 October 2016, External link

Publication date



Madeleine Goubau, Contributor