Wilfred

Is Wilfred a brand? Or a store? Or both? Whatever it is, I definitely enjoyed shopping here. I’m not usually a huge fan of Aritzia as Wilfred tends to be the only brand they carry that I even look at. I was pleasantly surprised to discover that Toronto Eaton Centre has an entire store just catering to the one brand. Hooray!
Service here was great. Unlike my experience in some Aritzia locations, I never felt pressured to buy or like I was being followed around by aggressive commission hunters. Instead, the girl who helped me was friendly and helpful when I asked for it. She gave me great styling suggestions for a dress that I was unsure about and I’m so glad she convinced me to buy it. It has since become one of my favourites.
The clothing here is fairly expensive to the point where some may call it «overpriced». However, even though much of the styling is classic and simple, the quality is not. The fabrics used in many of the pieces here is much higher than what can be found elsewhere. Yes, you’re going to pay more, but you’re also going to get something more comfortable and longer-​lasting than you’ll find elsewhere.

Wilfred is a stand-​alone shop from Aritzia house brand Wilfred (slightly more sophisticated big sister of Talula and TNA). I find this store much quieter and easier to navigate than the large Aritzia store 1 level below, so if you are only interested in Wilfred and want to avoid the teenie-​boppers, I would recommend just coming to this store.
They carry nice, well-​made (albeit pricey) pieces that are great for work or going out. Think silk crêpe blazers, wool coats, feminine blouses, and day-​to-​night dresses. They tend to stick to classic shapes and bring back similar styles season after season in updated colours or fabrics. Not terribly exciting, but if you find something that works for you, it’s nice that you can find so many variations.
The staff are okay — less harried than the Aritzia staff. Changerooms have no mirrors inside (–1 star), but at least you don’t have to lock up your purse like they make you do at Aritzia. I like that you get a free reusable shopping bag (a thin cotton tote) with each purchase, instead of a paper bag.
Sales are not very impressive, but if you go at the right time you can find some items marked down by 25−50%. Sale items are final sales — no exchanges or refunds.