STNDRD FARE is a tailored, performance apparel brand.  The innaugural lineup consists of 3 shirt silhouettes and a handful of accessories with a story around each one that guides the design and serves as the catalyst for its inspiration.  Silhouettes include a long sleeved and short sleeved button down collared shirt, as well as a 3-button cuffed Henley and a crew neck T-shirt. Tailoring is modern and detailing is subtle and unexpected with attention to detail being paramount.

Core colours in each product category will be available year-round, while seasonal pops will be offered each season to refresh the assortment, so check back regularly.  While the quality will be old school (robust and build to last), the fabrics and build will take advantage of modern techniques and innovations to create a product that performs well in all conditions and wears extremely well - A mix of old and new – generations coming together. 

All product feature our signature 100% Ultralight Merino, utilizing New Zealand Wool milled in one of the oldest fabric mills in Italy.  From there our fabric is brought to Canada where each piece is brought to life by hand through some of the Countries' most eperienced sewers.  All of our shirts feature:


  • Ultralight 150 gsm 100% merino wool
  • 4-way stretch with moisture management
  • Anti-odour / anti-wrinkle
  • Reinforced collar, cuffs and button placket for a “crisp” look.
  • Reinforced shoulder yolk
  • Hidden button down semi-spread collar
  • Back darts for tapered fit (button down only)
  • Rounded bottom hem - 1.5" drop at back
  • Screened inside back logo and bottom sewn label
  • Keeps you warm in the winter and cool in the summer


    Here's a quick rundown on the inspiration for each design:



    The Fircrest - Long sleeve collared everyday shirt
    This shirt is inspired by my great-grandparents properly on crescent beach in BC, called Fircrest.  They ran a successful auto parts distribution business on the west Coast and lived on a rustic property where a down-to-earth hospitality served as the family social hub.  With the smell of salt and the mist from the ocean, everyone was welcome and neighbours would regularly drop by for a swim or a gin and tonic.  Dress code was classically stylish and always in effect with men lounging by the pool in trim bathing suits, or standing by the pool in suspenders, bowties and sun hats, and women in bathing suits, sun dresses and sun hats.  The Fircrest is the perfect shirt for dressing up or dressing down and wearing every day.  Available in a slim fit with a hidden button down collar in both long sleeve and short sleeve versions.

    Kircaldy - Short sleeved crew
    Kircaldy was the name of the property in Ontario that was built by hand in 1922 by both sides of the family on the shore of Lake Simcoe.  It epitomized togetherness and knew no social classes.  Eventually the ice-house was converted into a second cottage to accommodate the growing brood, and a third small cabin was also built for the overflow.  On any give summer weekend you could expect 20-25 people to be milling about from 3 or 4 different generations.  The property featured a hand-made and hand marked clay tennis court and a clock-golf and croquet lawn (more often used by tenters to accommodate the overflow), so there were lot of ways to burn off summer energy.  Waterskiing, sailing and jumping off the raft when the sky was blue and hiding out in the boathouse to watch the rain roll in when they skies turned grey.   The style was always a sporty casual, with a focus on being active and comfortable. 

    The Wilberforce - 3 button Henley with buttoned shirt cuffs
    My great Uncle spent over a quarter century living in the small town of Wilberforce, Ontario, where he owned and ran a lodge that catered to families of hunters and fishermen in the summer and snowmobilers and backcountry campers in the winter.  The Henley is a northern Ontario staple that can be worn on its own or thrown over top of another shirt for an added layer.  Being just outside of the Southern tip of Algonquin Park, Wilberforce is all about versatility, with cold harsh winters, cool evenings and hot summer days.  It's not uncommon to go from working on the snowmobiles to gutting fish, to heading into town for dinner or catching a play at the local theatre.  The Wilberforce is aimed to be the most versatile Henley you'll find.