dpms. Adds New Areas to Popular City of Neighbourhoods Line of Toques

Posted on February 11 2015


dpms., the London-based Canadian fashion and lifestyle brand that has taken off in recent months, is adding six new neighbourhoods to its City of Neighbourhood line of retro ski toques.

This concept, originally created and launched by Lyndsay Borschke of Tuck Shop Trading Co., started in Toronto and now includes cities such as Montreal, Ottawa, New York and Los Angeles. Also a London native, Lyndsay has teamed up for a second time with dpms. to expand the successful line of London-centric toques.

The internationally-beloved startup and overnight success story, dpms., will be adding the areas of Pond Mills, White Oaks, Lambeth, Masonville, Whitehills, and Woodfield in colours that area residents will recognize and appreciate. For example, the Pond Mills hats will feature the Upper Thames River Conservation Area colours of green and blue, Woodfield will be represented in blue, yellow, and white, reminiscent of the historical neighbourhood’s street signs, and the Whitehills toques will sport Banting high school’s colours of burgandy, black, and white.

The new hats join the original lineup of Old South, Old East Village, Byron, Lake Huron, Oakridge, Old North, and Forest City, all of which are being shipped across the world to customers as far away from London as Ireland and Australia. 

The popular Canadian company, founded only a few short years ago from their apartment as students, polled Londoners to discover what new neighbourhoods they most wanted to see added to the line of cozy, patriotic hats.

“As soon as we realized how popular these hats were, we immediately knew we needed to add more of our area’s neighbourhoods to the mix,” explains Daniel, who acts as Director of Marketing, Sales and Creative Content for the brand. “These new City of Neighbourhood toques were thoughtfully designed after getting feedback via social media, and we are releasing them on Valentine’s Day in a ‘Love Your City’ campaign. Now everyone can show their ‘hood some love.” 

The toques can be found at dpms.’s Western Fair Market shop, and online starting February 14th. 

To pre-order your hat prior to the formal launch, visit www.dpms.ca or www.tuckshopco.com


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