General 54


A cozy boutique located in Montreal’s Mile End district, General 54 brims with creativity, passion and warmth. Known for its approachable atmosphere and high-quality designs, General 54 is a leader in Montreal’s independent retail environment. For over 8 years, women from far and wide have made this little boutique a destination! The shop’s new location on St-Laurent Blvd. is a beautiful ode to modern design on an iconic street in the heart of Montreal’s artistic community.
Since it’s opening in 2004, General 54’s loyalty to its designers and customers has made it creative community hub. Originally conceived as a gallery/ friperie/ general store (hence the name) located on trendy St-Viateur, it has evolved today into a boutique selling exclusively new women’s clothing, accessories and jewellery – representing over 60 designers from Quebec and Canada. Always sustainable and original, the carefully selected collections at General 54 are elegant – with a playful twist.
Owned and operated by Jennifer Glasgow and Dan Lacroix, General 54 is the only boutique in Canada to carry the complete bi-annual Glasgow collection, known for its elegant comfortable pieces. The shop also carries their new in-house line Lacroix – launched in 2014, featuring beautiful jersey basics. Alongside Jennifer’s collection are well-known Canadian brands and/or ethical brands such as Birds of North America, Osei Duro and Dagg & Stacey.

Jennifer Glasgow

Jennifer Glasgow is a self-taught designer who began her journey in Montreal sewing hockey gloves and then for a brief stint at the Cirque de Soleil. In 2003, she began her own business and launched her eponymous line Jennifer Glasgow Design. Her own collection has been the staple to many Montreal and Canadian women for as long. Her designs have grown up with her but forever have a childlike playfulness within classic lines.
GENERAL 54 is her flagship retail outlet brimming with all the styles available! And her online store, for all the out of towners – http://www.jenniferglasgowboutique.com/
Her original works have been highlighted in Elle Canada, Lou Lou magazine and many Montreal reviews such as Nightlife, The Mirror, The Hour and Le Voir. With recent articles in The Gazette and La Presse which can be seen here :

The Conversation

Video – Made in Montreal – https://vimeo.com/121198108