Behind The Scenes of Fresh Train Co. (09/26/12)

To all of our readers,

As some of you already know, this isn’t the type of blog where I disclose stories about my personal life. However, every so often, I do like to jump on and explain what has been going on behind the scenes of Fresh Train Co., our recently launched clothing brand. The reason I like to do this is because I believe that keeping you informed creates brand awareness and excitement. Making sure you feel involved is a great priority of mine, since after all, I did create the brand for you.

I’m hoping by now, you’ve all seen our official website. If not, I highly suggest taking a look as it’s a great place for you to check out our story, lookbooks, inspirations, etc. It was launched back on July 18th and we were happy to do so with a private party on The Thompson Hotel rooftop in downtown Toronto.

Anyway, here is what’s going on behind the scenes of Fresh Train Co. today. In short, we’re currently looking into carefully releasing a new collection of strapback and snapback hats. We will continue to feature our signature hand-sewn wooden and chalkboard letters on the front, however, there will be an additional hat to be sold at a lower price. If you’re looking to get your hands on one of these hats, stay tuned as a limited quantity will be dropped near the middle of October. Sneak preview: A black and brown leather-brimmed snapback is to be released in the upcoming collection.

In terms of clothing, we have found ourselves a new manufacturer located just outside of Toronto. This will ensure that our products are hand-made in Canada and we will be able to provide our customers with quality garments. Expect there to be a combination of cotton and lambskin leather in the next few pieces to drop.

We’d like to apologize if there is any delay in the dropping of new items, but as a young brand, we are in the midst of finding the appropriate manufacturers for our products. Once we do so, we will get the ball rolling and have new pieces available on our online store for you every so often.


Guillaume Viau


That’s That New New Good Shit

Fresh Train Co. sticker on that Jeep Rubicon.

“This the SoHo House put ya phone away” – Theophilus London

Fresh Train Co. RARE Chalkboard strapback worn by my bro DJ @Frnchm.

You are now Watching the Throne.

That’s that Shit I do Like.

We in this City and ain’t going Anywhere.

FRESHTRAINCO.COM /// Online Shoppe /// 07.18.12

ANNOUNCEMENT: FRESH TRAIN CO. x GARE CENTRALE online shoppe ( will be officially launched on JULY 18th, 2012 at 12pm. We look forward to providing you with more information on the collection and release closer to the date. As of right now, we would appreciate that you help spread the word as much as possible! Thank you in advance.

Fresh Train Co. – Behind The Brand Pt. II

Twenty-five days from now, Fresh Train Co. will be having it’s official launch party at the Thompson Hotel. This private event will be held on the rooftop, where I will be sipping champagne as the brand’s first collection is released.

Anyway, I promised a second Behind The Brand post, so here it is. I’ve been following my dream of starting a clothing and accessory brand for the last year or so, by never not working and learning from those who inspire me. On that note, I’d like to give a big shout out to Brendan Fallis, my big bro Alex Viau, and both Dee and Ricky. They’ve taken time out of their busy days, and continue to do so, to help me strive and understand the industry.

Immediately following the launch of the brand on July 17th, I will be opening the Fresh Train Co. x Gare Centrale online shoppe at I thought it was finally time to design a website and store, where you can find all of our pieces and learn more about the company.

With a new project every day to ensure all is ready for the launch, it’s exciting to see the ideas I’ve had for so long finally become a reality. You can expect some snapbacks, tank-tops, t-shirts, 3/4 sleeve shirts and tote bags to be available online.

Enjoy your weekend!