Store Gazing

HEMP, FREEDOM GO HAND IN HAND

The Gerbz, who is co-founder of today's Toronto Freedom Festival, has
an extensive background in the music and club industry.

Nneka is a singer with the band Gryffyn, which is performing in the
festival's songwriters' circle.

Abi is the owner of Roach-O-Rama, the fun spot for hemp fashion in
Toronto at 191A Baldwin St. in Kensington Market.

None of the three uses a surname. All of them wear hemp. And they're
at Queen's Park today for the freedom festival, this city's third
annual instalment.

It runs from noon to 8 p.m. but the big attraction is the 11th annual
Global Marijuana March at 2 p.m. The march takes place in more than
200 cities worldwide and last year's Toronto version attracted at
least 20,000 supporters.

The festival celebrates freedom through seven areas showcasing
musicians, deejays, filmmakers, poets, vendors, artists, exhibitors
and representatives from various medical, charitable and political
organizations.

But back to Roach-O-Rama and hemp fashion.

It is not just about Woody Harrelson riding a bike while wearing a
scratchy shirt. Hemp does have sandpapery properties if it comes from
Thailand. But Romanian hemp is soft and cuddly.

The Gerbz sports a hemp hat; Nneka stocks up on totes here; and Abi
is wearing an LBD made out of hemp from her shop.

"It's $90," Abi says. "They came in and flew out the door. It looks
great with a jean jacket and at night with leopard skin tights and
emu feathers in my hair. I can go from hippie to high fashion in black hemp."

Abi also stocks candy and features a cafe, the Hot Box, at the back -
because shopping can work up an appetite - but figures that 20 per
cent of the sales is clothing.

She carries hemp wear for kids, men and women: hoodies, tees, shirts,
sweaters, pants, trench coats, even hemp shoes with recycled tire
treads for soles.

"Pony and Adidas make hemp shoes," she points out.

The shop carries both men's and women's hemp shoes, the shoe styles
ranging from $50 flip flops to $150 wedge sandals with cork heels.
The flip flops also have recycled tire treads on the bottom.

"They last forever," Abi claims.

There are no local manufacturers for the hemp fabric, she says.

The hemp comes from Romania, Thailand and China but there are
Canadian companies such as Effort's and American ones such as
Ecolution that design and make the clothing.

Her demographic is all over the place: From senior citizens and aging
hippies to the young, hip skater kids.

"I have graphic tees for kids and I have nice cardigans and cute
clothes my mom wears. There is a lot of street and casual wear out
there but there aren't that many companies that make exciting fashion
in hemp. Four years ago, Ralph Lauren did a collection of hemp suits."

Nneka loves an Effort's trim navy trench coat, priced at $70.

"It breaks out of the boring Gap style," Abi says.

"There are a couple of knit tops I like a lot," Nneka adds. "I like
the breathability of hemp. I would definitely wear it performing."

Says Gerbz: "All the stuff I tried on (for the Star photographer) I
would wear. The jacket I tried on is like a Don Johnson Miami
Vice-wannabe jacket."

It is only $90. The prices are reasonable. A striped cotton tunic
reflecting this season's hot boho trend is $30.

"The knit hemp sweaters are $100, fairly on par with a sweater at The
Bay," Abi says. "A men's button-up shirt is $80. Nepalese hemp from
Thailand is less. A Thai hemp jacket runs $90."

Ecolution's hemp comes from Romania and is fine, almost like linen.
Ecolution's men's shirts are $100.

Hoodies by Effort's are a blend of Chinese hemp and cotton and cost
$50. A Michelle Obama-esque sleeveless shift dress in a Chinese
hemp/cotton blend is under $100.

Abi also carries hemp hats, ball caps, tote bags, passport-size bags,
purses and 50-kilo burlap laundry bags that are only $10. They are
dandy for curtains, she says.

She opened Roach-O-Rama in 2000 when she was only 20.

"I'm entrepreneurial," she explains. "When I was 14 years old, I made
beaded jewellery and sold it at Queen and Soho.

"A woman taught me to make hemp jewellery and it sold like hotcakes.
Then the city gave me a fine and kicked me off the street. I went to
a Santana concert that night and I had my jewellery with me; I sold
off all my jewellery in 20 minutes.

"I did that for years, trading and bartering. It's all about
marketing - whether it is selling crack on the corner or high-end Gucci shoes."

Roach-O-Rama is a major sponsor of Toronto Freedom Festival.

"It's my target market," Abi says. "It's all about artwork, fashion,
music, events. I like to support people with what I do. I worked at
Chapters when I was 17 and I took things away from that. I'm open 363
days a year and it's always busy; it's a real tourist haunt in the
summer. People are buying hemp shirts and pipes."

But no alcohol; Roach-O-Rama is not licensed.

"There are a million and one bars out there but only one Hot Box. We
serve sandwiches, salads, smoothies, espresso and good munchies. It's
healthy, well-balanced food. I'm from Israel, so I'm all about cheese
and veggies."

The Gerbz encourages people to order from the menu of hemp. The
freedom festival's goal, he says, is reflected in clothing choices.

"People should be themselves as long as they are not infringing on
other people's space," he explains.

"We can enjoy our freedom to express ourselves and clothing is a form
of expression.

"With environmentally conscious clothing like hemp, you can express
yourself in style and also make a green decision."