Menswear boutiques have a tendency to take themselves seriously—sometimes a little too seriously—treating their wares like fine art and their customers with a distant regard. But the vibe at Lost & Found, which has been serving up hot garms on Toronto’s West End for a decade now, couldn’t be warmer, friendlier, or any less snooty.
For all the top-shelf goods they carry—elite grails from The Real McCoy’s and Margaret Howell; bench-made boots from Alden and Viberg; relaxed workwear from Battenwear and Engineered Garments—a visit to Lost & Found feels like dropping in at a friend’s apartment, complete with a cushy leather couch to sink into and a great cup of coffee on offer. The shop’s tagline is Let’s Be Pals!, its mascot is an adorable pup named Morty, and its Instagram Stories are populated with a running gag involving store manager Michael Fong and a fake beard filter.
To give you a better sense of Lost & Found’s chill Canadian energy, we asked co-founder Jonathan Elias to take part in our new video series #ShopTalk—a look inside GQ’s favorite stores in the world. Head over to @GQRecommends‘ Instagram Stories to watch Jonathan’s lively tour (featuring plenty of Morty cameos), and be sure to hit follow for further episodes of #ShopTalk.
The Real McCoy’s MJ21015 multicolor corduroy hunting coat
Lite Year 8 wale cord bucket hat