‘Toronto vs. Everybody’ a sign of homegrown pride
Peace Collective’s logo may be Hogtown’s answer to the ‘I Love NY’ emblem
A Toronto clothing company has spent the past year uniting its city while respectfully flipping the bird at, well, everywhere else.
That trumpeting is a good thing, according to marketing experts.
You’ve probably seen a millennial rock some version of Peace Collective’s signature “Toronto vs. Everybody” logo on the city streets over the summer.
The brainchild of founder Yanal Dhailieh, who started the company last summer, it now adorns T-shirts, sweatshirts, hats and other apparel, becoming something of an answer to the Big Apple’s iconic “I Love NY” emblem.
Dhailieh was inspired by the Toronto Raptors’ “We The North” campaign.
He believed his hometown was in the midst of a moment when he drew the logo.
So he started his own apparel company. Pitting Toronto against everybody else was a tribute to his sometimes forgotten town. “People always leave Toronto out. Because it’s in the north, in Canada. It’s left out of the global conversation in terms of sports and entertainment,” he said.
What started as a small operation has since expanded to eight retail locations across the city and spawned collaborations with one of Canada’s leading retailers, Lululemon Athletica.
The idea that Toronto is trapped in the “middle ground” — not a London or Paris, but also not a Kenora — is not a new concept, but using it as an advantage is, said Alan C. Middleton, a marketing and brand professor from the Schulich School of Business at York University.
“That kind of psyche isn’t a bad thing at all. Instead of being apologetic, now we don’t mind bragging and beating our chest a little bit. It’s a positive sign in the community.”
Peace Collective’s logo has also spawned spinoffs, such as a Danforth vs. Everybody T-shirt available at Fiveoseven clothing on the Danforth.
Middleton said such apparel undercuts the city pride. “It’s a reminder we’re a series of pocket identities.”
But Fiveoseven owner Dino Papadimitriou, whose store in the neighbourhood opened 15 years ago, disagrees. “I think once Toronto is pro- moted, people will also promote their local neighbourhood. I think that could be an evolution.”
Henry Navarro, assistant professor at Ryerson’s School of Fashion, agrees with Papadimitriou. “Because each (neighbourhood) has its own character and identity, it would stand to reason that people would get personal about it and show that.”