Set Me Free

Set Me Free has quite the split personality.

For 18 years, the roomy retailer on Roncesvalles Avenue specialized in new and used bicycles and bike accessories. But that was before Hiddy Lee stepped in.

Hiddy, who married co-owner John Kong in 2010, made a couple of key observations when she stepped behind the cash register. One, she explains, is the seasonality of the bike business produced an influx of customers from April to November, and then a lull in winter. And two, Set Me Free’s many female customers “were trying to be fashionable while riding their bicycles.”

In the winter of 2012, Hiddy took over as full-time manager and moved the bikes to the back of the store, and filled the large front windows with colourful, versatile dresses and adorable animal-themed toques.

There are no spandex shorts here — Set Me Free’s stylish collection isn’t especially sporty. Delicate handmade earrings and necklaces dangle alongside bells and reflectors, while plush leather purses are arranged next to helmets. When summer arrives, the bike theme returns to prominence, with repairs and rentals also available.

“Not many stores have this kind of mix, but there’s been a really good response,” Hiddy says. “I take inspiration from my customers, and around here I see a lot of young moms, running around with kids or going out for dinner. I try to think about what they would like to wear. They come into the store for a bicycle light, and say, ‘Oh! I didn’t know you had clothing!’ And then they’ll pick out some jewelry or a top.”