JGD Flagship Boutique

A stalwart mainstay of the Mile End, connected to the borough’s vibrant music and art scene since 2003, General 54 has become a destination store for patrons wishing to experience the ethos of the Montreal scene, and more specifically, the Mile End. Recently rebranded as Jennifer Glasgow Design, merging the brand and the store has been an exciting endeavour, creating a more continuous experience for our patrons. The boutique has always been the flagship boutique for Jennifer Glasgow Design, but in 2023, we made the step forward to merge the store and the studio, bringing them all under one umbrella, while keeping the same look and feel of General 54, unchanged.

With our roots planted firmly in the Mile End, our first boutique Local 23 opened its doors in 2003. With the ever-growing influx of amazing new talent, we opened General 54 in 2006 to ensure a strong visibility to the many local makers of Montreal. At the time, we showcased a mix of local and vintage fashion while inviting designers, artists and musicians to sell and perform in our small boutique. While Jennifer Glasgow Design was growing steadily, General 54 offered more space for emerging Montreal designers to sell their collections alongside our designs, cementing a dedication to the local fashion community. In 2007, the store moved to its current location on St-Laurent Boulevard, still in the heart of Mile End.

Since its opening, General 54 has served as an expression of community, and of our passion for well-designed, sustainable, and ethically made clothing. As a Montreal fashion destination, our convivial atmosphere and thoughtfully curated collections set us apart. General 54, now proudly Jennifer Glasgow Design, is an enduring and inspiring ode to the careful attention to the complexities of garment making, both locally and in the global market. We are excited to be continue to bring these inspirations to you, our patrons.

Visit Us

Jennifer Glasgow Design

5145 Boul. Saint-Laurent
Montreal, QC
514. 271. 2129

Mon - Wed: 11-18h
Thur - Fri: 11-20h
Sat - Sun: 11-17h