Tilley Sport, a contemporary evolution of the classic Canadian brand Tilley Endurables, has launched a new pop-up shop on the third floor of Holt Renfrew’s flagship location at 50 Bloor Street West in Toronto. The move signals a bold repositioning of the brand under the creative leadership of renowned Canadian designer Kim Newport-Mimran, best known for founding Pink Tartan.
The Holt Renfrew pop-up, which debuted to strong reception, will rotate through two additional Holt Renfrew locations in the Greater Toronto Area—Square One in Mississauga and Yorkdale Shopping Centre in Toronto. These activations represent a new chapter for the heritage label, now targeting fashion-forward consumers with a taste for both performance and style.
“I’ve got my full focus on Tilley Sport because it’s performing so well,” said Newport-Mimran in an interview. “It’s definitely a full-time job plus.”
A Designer’s Personal Passion Fuels the Line
Tilley Sport was born from Newport-Mimran’s newfound passion for golf and the realization that the market lacked elevated, fashion-conscious apparel options for active women.
“When Joe [Mimran] came home wearing a Tilley polo, I said, ‘You’ve got to let me design the women’s collection,’” she said. “I couldn’t find anything stylish to wear on the golf course—and there are a lot of fashion girls out there who want both great performance and a chic silhouette.”
What began as a small golf capsule has since evolved into a full-scale lifestyle and performance brand. The current collection covers a broad spectrum of garments and accessories, from antimicrobial polos and compression socks to modern silhouettes like skirts, skorts, and performance-driven sweaters—all rendered in luxurious fabrics.
“It’s preppy chic,” Newport-Mimran explained. “Sporty chic is a real trend in fashion right now, and I wanted the collection to take you from the course to the clubhouse. These are clothes you can live your life in.”
Strategic Retail Distribution
In addition to its Holt Renfrew presence, Tilley Sport is available at the brand’s two corporate stores—one on Ossington Avenue in Toronto and another in Oakville. But much of the distribution strategy hinges on aligning with prestigious “green grass” golf accounts and resorts.
“We’re in some of the most respected golf clubs in Canada and the U.S., and even at the Fairmont Hotel in Bermuda,” said Newport-Mimran. “The hats had global distribution, and that was our entry point. But when retailers saw the apparel, they wanted in.”
The expansion of Tilley Sport comes amid a broader effort to modernize the Tilley brand under the direction of Joe Mimran and Frank Rocchetti, who took over operations in 2020. Gibraltar & Company, a Toronto-based private equity firm, has owned the brand since acquiring it from Hilco Capital in 2018.
Luxury Fabrics Meet Functionality
While many designer brands have dabbled in performance apparel, Tilley Sport is unique in its comprehensive focus on the sport itself.
“We’re really focused on giving you the product you need to perform,” said Newport-Mimran. “The functionality is incredible. Every seam, every yarn—down to comfort waistbands and antimicrobial treatments—has been thought through.”
The collection features long and short sleeve polos, sleeveless tops, skirts, and even ready-to-wear pieces that transition seamlessly from sport to streetwear.
“A good game starts in the closet,” Newport-Mimran added. “Whether it’s golf or pickleball, it’s head-to-toe dressing.”
She also emphasized the importance of sun protection, moisture-wicking materials, and wearable silhouettes—design priorities that combine both fashion and science.
A Show-Stopping Debut at Holt Renfrew
The launch event at Holt Renfrew’s Bloor Street store included a 40-look runway show and a “green carpet” experience, allowing attendees to interact directly with the product.
“I love experiential retail,” Newport-Mimran said. “You can see something online, but nothing compares to touching the fabric and trying it on. We received tremendous feedback—and it translated into sales.”
The Holt Renfrew team was equally enthusiastic. According to Newport-Mimran, “The fashion director and buying office loved the product. They’re ahead of the curve when it comes to forecasting and trends, and they recognized the value in what we’re doing.”
Growing the Collection: Swim, Sail, Surf
Looking ahead, Newport-Mimran is already designing into Spring 2026 with plans to expand the Tilley Sport line into new product categories, including swimwear and even travel-friendly accessories.
“I’ve already started with shoes and bags—we’ve done golf gloves, Terry bucket hats, mini buckets, visors,” she noted. “Everything has a little play on words, like ‘Get a Grip’ for our golf gloves, or ‘We’ve Got You Covered.’”
While collaborations may be on the horizon—particularly in footwear—she stressed that everything remains tightly curated and consistent with the brand’s performance-first philosophy.
Future of Retail: Strategic and Selective
As for standalone retail expansion, Newport-Mimran remains focused on thoughtful growth.
“For now, we’re really working with green grass accounts, private golf clubs, and resorts. We’re also looking at green grass distribution in Dubai,” she said. “It’s about being in the best places where people want to play and wear the product.”
She sees the collection filling a unique niche in the market. “Designer brands like Celine and Gucci might do a tennis capsule, but Tilley Sport is built around the sport first, and then the streetwear second. We’re not just about fashion—we’re about performance.”
