One of Toronto’s most recognizable names in vintage fashion is marking a significant milestone. Public Butter, long a fixture of the city’s Queen West vintage scene, has opened a landmark new store at 250 Augusta Avenue in Kensington Market. The 8,000-square-foot location—formerly home to the well-known Blue Banana gift store—represents the largest expansion for Public Butter and parent company Black Market Vintage to date.
“This is definitely the biggest move we’ve made,” said Roy Levine, Partner at Public Butter, in an interview. “We’ve essentially doubled down on our mission to make high-quality vintage clothing accessible to more people while contributing to the sustainable economy.”
The new Kensington Market store quietly soft-opened on May 12, with a larger grand opening celebration scheduled for June 8.
The Expansion into Toronto’s Vintage Epicentre
Kensington Market has long been one of Toronto’s most vibrant and eclectic neighbourhoods. Known for its independent retailers, multicultural identity, and thriving arts scene, the area has increasingly become a magnet for both local shoppers and tourists alike.
“Somebody in the BIA told me it’s now the number one tourist destination for people who come to the GTA,” said Levine. “The number of tourists who come through is huge. But it’s also a neighbourhood with a very loyal, devoted and vibrant community. The arts community is still very much alive here, which fits beautifully with what we’re trying to do.”
For Public Butter, the Kensington Market expansion is not unfamiliar territory. The company previously operated in the neighbourhood during the 1990s and early 2000s, making this both a homecoming and a new chapter.
A Sustainable Approach from Day One
Levine emphasized that sustainability was a major focus during the build-out of the new location.
“When we took over the space from Blue Banana, we really wanted to be conscious of our environmental impact,” he said. “We repurposed anything and everything we could that was still there — racking, display counters, lighting. We were very conscious of minimizing waste, and we’re proud that we lived up to our corporate values.”
Public Butter’s commitment to sustainability mirrors broader shifts within the retail industry. As awareness grows around the environmental impacts of fast fashion, second-hand and vintage clothing have surged in popularity.
Riding the Post-Pandemic Vintage Wave
Levine explained that the COVID-19 pandemic accelerated consumer interest in second-hand fashion in unexpected ways.
“COVID was really a seminal time for the secondhand clothing market,” he said. “People were stuck at home, looking through their closets, realizing how much they had. Out of boredom or necessity, many started listing clothes online and selling their closets. We saw an explosion of online marketplaces like Poshmark, Depop, and others.”
That online boom helped normalize vintage shopping for a new generation of consumers, many of whom may never have previously considered second-hand clothing.
“The market from the consumer side really expanded,” Levine added. “And from a supply side, it seemed to meet the demand just as well.”
The result has been a wider acceptance of vintage clothing across a broader demographic, including younger shoppers who see sustainability as a core value.
The Origins of Black Market and Public Butter
The Black Market group of companies, which includes Public Butter, has a long history in Toronto’s vintage retail scene. The parent company was incorporated in 1985 by John Christmann, who began selling second-hand, punk-inspired clothing on Queen Street West directly out of his car.
“At that time, there was no real supply for the kind of tattered, ripped clothing that punk rockers wanted,” Levine explained. “John saw that demand and started selling directly to the community. A few years later, his accountant suggested incorporating, and that’s how it officially became a company in 1985.”
Since then, the company has grown steadily, adding multiple locations under both the Black Market and Public Butter banners. Today, the organization operates four locations in total — including the flagship Black Market store on Queen Street and now two Public Butter locations.
“The original Public Butter store in Parkdale has been there for 15 years,” Levine noted. “That’s where we built up our ‘OG’ customer base.”
Defining “Butter-Grade” Vintage
Public Butter distinguishes itself from its Black Market sibling by curating a higher-end selection of vintage apparel. The name itself reflects this positioning.
“Public Butter is sort of our higher-end of the vintage clothing spectrum,” Levine said. “The name comes from the idea that it’s ‘better-grade goods’ — treasured items that are still accessible and affordable to the public.”
The new Kensington Market store will continue this tradition, offering curated pieces from across multiple decades. Shoppers can expect to find styles from the 1960s through to the 2000s, including a significant amount of deadstock Y2K clothing.
“The sixties are more rare, but we cover three decades, from the seventies through to Y2K,” Levine explained. “Right now, the deadstock Y2K pieces are absolutely flying off the shelves.”
A Market Broader Than Ever
Public Butter’s growth reflects the broader boom occurring in the vintage fashion sector. Large retailers have also taken note, with Value Village launching boutique-style second-hand stores in urban neighbourhoods.
“Value Village is expanding into their boutique strategy — smaller footprint stores in densely populated neighbourhoods,” said Levine. “They definitely have access to more data than we have, and they’re growing.”
Industry reports support Levine’s observations. While much of the statistical data is U.S.-based, the trends clearly apply to Canada as well. A 2023 GlobalData report projected the global second-hand apparel market would grow to over $350 billion by 2027, driven by both consumer demand for affordable fashion and environmental concerns.
A Grand Opening Celebration to Remember
Public Butter plans to officially welcome Toronto’s vintage shoppers with a festive grand opening celebration on June 8. The event will feature live DJs, in-store promotions, exclusive giveaways, and more.
“We had a big friends and family event, and now we’re rolling into a larger public celebration,” Levine said. “It should be a really fun day.”
The first 250 customers through the door will receive a $25 voucher—an intentional nod to the store’s 250 Augusta Avenue address. Limited-edition goodie bags will also be handed out while supplies last.
A New Chapter for Kensington Market
For Levine and his team, the move to Kensington Market represents more than just a retail expansion. It’s also a commitment to Toronto’s cultural and creative heartbeat.
“We really see ourselves as part of this community. This neighbourhood has always been about individuality, arts, and diversity,” he said. “That energy fits beautifully with what Public Butter stands for.”
As shoppers increasingly seek more sustainable, meaningful, and local alternatives to fast fashion, Public Butter’s Kensington Market flagship is well-positioned to become a major destination in Toronto’s evolving retail landscape.
“We see this as part of a bigger movement toward a circular and sustainable economy,” Levine said. “Our core customer—who’s typically 14 to 24 years old—cares deeply about sustainability and wants fashion that reflects those values.”
In many ways, Public Butter’s story echoes the fashion industry’s ongoing evolution — blending nostalgia with a forward-looking focus on environmental responsibility and cultural relevance.
