Beurd isn’t trying to be like anyone else. Born from a mix of dry humour, questionable childhood schemes, and a love of illustration, this Plaza St-Hubert staple turns streetwear into a personal statement. Everything is designed and made in Montreal, with a focus on ethical production, small-scale manufacturing, and fabrics that feel as good as they look.

The boutique doubles as a workshop, where co-founders Emma and Thibault built a brand known for hand-drawn prints, genderless cuts, and a proudly Québécois sense of irreverence. Think Game Boys in snowbanks, mermaids with dad bods, and caricatures that land somewhere between cute and chaotic. It’s streetwear with a soul—and a sense of humour. Beurd’s presence on the Plaza isn’t just retail; it’s a commitment to local craft, cultural expression, and not taking fashion—or yourself—too seriously.