The long awaited celebration with Canada’s most high profile VIP guests including key press, influencers and celebs happened on Wednesday, October 14, 2015 at the elegant and modern IRO retail store located at 4883 Sherbrooke Street West.

Guests were welcomed with complimentary valet service, a red carpet entrance, exclusive hors d’oeuvres, signature cocktails and an IRO Clay Tee in their gift bag. A live art performance by 123klan on some IRO leather jackets, jeans and tees entertained guests. The one-of-a-kind designs were auctioned off for charity in support of the Mary Katz Claman Foundation to prevent Alzheimer’s.

Canadian supermodel Coco Rocha was all-too happy to lend support to the store opening event. “I think they’re great, I have my staple go-to IRO leather jacket,” Rocha said.

See more of the exclusive IRO VIP grand opening event experience at: #IROMONTREAL


Breakfast Television was on-site to cover the excitement of the VIP guests who attended the F1 in the UGG® Australia Hospitality Suite, bringing the experience to viewers across Canada!

UGG® Australia brought an element of fashion and style to the world-renowned Formula One Grand Prix du Canada this June. The brand was on display in the Elite Suites at the Circuit Gilles Villeneuve in Montreal, Canada.

Inspired by the luxury and exclusivity of the F1, Se Ce Apparel aligned UGG® Australia with Canada’s most high-profile sporting event. “We’re thrilled to have had presence at the Grand Prix du Canada, an event synonymous with luxury”, says President and Founder of Se Ce Apparel, Catherine Claman. “The Elite Suite exhibit not only provided the perfect opportunity to showcase the UGG® spring line to a targeted audience, but delivered on our goal of building awareness about the brand’s diverse offering for men.”

The F1 sponsorship highlights included a public lounge, and a private hospitality suite for hosting VIP guests – both spaces located in the exclusive Elite Suite zone. 

“Le Lounge UGG” Elite Suite Exhibit featured key men’s and women’s styles from the spring 2014 collection on display in a beautifully decorated space on the Eilte Suite Terrace. All Elite Suite guests were eligible to enter a contest for a chance to win a shopping spree at the UGG® Montreal retail store, located and 4891 Sherbrooke O., and enjoyed complimentary Wi-Fi and charging stations in the luxury and comfort of the world of UGG®.

The UGG VIP Hospitality Suite welcomed invited high-profile VIP guests including key press, influencers and celebs. UGG® guests were treated to experience the F1 and the UGG® brand in luxury and style with an exclusive menu, signature cocktails, a custom designed space from which they watched the race, and special gifts. Local bloggers, editors, and influencers rubbed elbows with the likes of NHL hockey players Kris Letang, David Desharnais, Francis Bouillon and Lars Eler, Olympic athletes Alexandre Bilodeau, Joannie Rochette, Alex Despatie and the Dufour-Lapointe sisters, and celebs such as Alan Thicke, Joyce Giraud, Michael Steger, Hailey Baldwin, and Carly Rose Sonenclar – to name a few of the famous faces!

See more of the exclusive UGG Grand Prix experience: #UGGatTHERACE

Private Hospitality Suite where UGG VIP guests enjoyed the F1 experience.

Amongst the guests were Hollywood celebs Alan & Tanya Thicke, and Joyce Giraud.

90210’s Michael Steger and wife Brandee Tucker, also UGG guests.

Sisters, freestyle skiers and Sochi Olympic medallists Chloe, Justine and Maxime Dufour-Lapointe loving their UGG swag!

Montreal’s sweetheart and songstress Ginette Reno with NHL-er Francis Bouillon of the Montreal Canadiens.

The X Factor’s Carly Rose Sonenclar enjoying her first track-side experience, courtesy of UGG

Model Hailey Baldwin taking advantage of the UGG charging station.

Pittsburgh Penguin Kris Letang and his wife Catherine Laflamme enjoying quality time together while hanging out in the UGG Suite.

Se Ce staff behind the scenes with Ferrari driver Fernando Alonso.


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