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Toronto, Ontario, Canada
Ninety-Eight was founded as a collaboration between a group of fashion-loving friends, Maggie Murphy, Michelle Germain and Andrea McPhail, who struggled one too many times to find pieces that work with their shape, not against it. As the owner of Shopgirls in Toronto, Michelle had seen so many women trying things on, in love with clothes made by a particular designer but unable to buy anything from their line because of the lack of diversity in the cuts available. Michelle made it Shopgirls' mission to curate a collection of pieces that work for ALL body shapes.
It was a challenge to find Canadian lines (Shopgirls carries only Canadian designers) that fit the bill. So, Michelle and her friends (and also avid Shopgirls customers), Maggie and Andrea, got together to take matters into our own hands and found our own body-shape inclusive Canadian-designed and manufactured line.
Our mission is to create a collection of fashion-forward pieces with something for EVERY BODY, not just for the model behind the camera. We don't reinvent the fashion wheel with each collection, but instead carefully curate a collection that is full of mix-and-match pieces that we ALL love and can wear, which is no small feat since each of us is a different body shape: Michelle is a Circle, Maggie is a Rectangle and Andrea is an Hourglass. As a result, each of the 6 body shapes is represented (Circle, Rectangle, Triangle, Classic, Inverted Triangle, Hourglass), and we're even able to offer our customers the ability to shop the collection by body shape.