Built Different: The Story Behind BWCollective

BWCollective may feel new, but the story runs deep. For founder Jamal Rahim, fashion has always been more than clothes – it’s cultural identity, pride, and individuality.“That’s the feeling I want people to have,” Jamal says. “Fashion should speak to who they are. We bring them brands they didn’t even know they needed – pieces that make them proud of what they’re wearing.”

From Canal Street to Toronto

Back in the late ’80s, Jamal was making weekly runs to Canal Street and Broadway Avenue in New York. Malcolm X tees, Pelle Pelle, Paco – whatever felt authentic, he loaded into the car. The demand in Toronto was instant. What started as flea market drops turned into a cultural moment.

Broadway Fashion quickly became the spot – a place where kids hung outside because it wasn’t just a store, it was a scene. Celebrities noticed too: Beyoncé, Russell Simmons, Raptors players, and Caribbean artists like Machel Montano and Yung Bredda all shopped Broadway for the same reason the community did: exclusivity, authenticity, and fire you couldn’t find anywhere else.

A Collective for Everyone

Today, that spirit continues under the name BWCollective. It’s not about narrowing down to one look – it’s about bringing together a diverse audience and letting every customer find their unique style.

“We realized it’s not just urban backgrounds,” Jamal explains. “This is for all races, all genres. We’re still the same Broadway –  just refined, elevated, and committed to serving our customers in a bigger way.”For Rashaud, the next generation of the family business, the shift is also about access and belonging. “Urban fashion is global now, visible everywhere because of social media. For us, that means bringing those brands that people think they can’t get locally. By making them accessible, we’re giving our customers the fits they need to express themselves to the fullest.”

Listening First, Leading Always

If Broadway built its reputation by having an ear to the street, BWCollective is built on listening even closer.

“Back then, I was the ears. Now, my customers are my ears,” Jamal says. “Fashion evolves – muted or loud – but it always comes back to expression. Our job is to stay disruptive, keep listening, and lead from the front.”

And with that, BWCollective steps into its next chapter – rooted in Toronto, inspired by the world, and powered by a community that refuses to blend in.