THE AVENUE
2018-2022
Max and Jackson Kemats (founders of The Avenue) posing for the cover of The Avenue Magazine issue 1.
Founded in 2018 by Max and his brother, The Avenue created a space for young multi-disciplinary creatives to grow and find their voice.
“You cannot compare us, no one comes close”
The Avenue
The creative collective was made up of six close friends who were driven to create anything and everything. A concentration on social commentary and self-expression helped guide The Avenue on its path.
Music
The Avenue started off as a music collective. Focused on creating new sounds, exploring genres, and releasing high-quality productions. In the beginning, The Avenue made a mixtape by stealing type beats from YouTube. However, this quickly evolved into members learning to produce, record, and mix their own music. Music is what The Avenue was solely known for in the early days before venturing off into other creative fields.
Mercedes EP 3 Toronto Max
Chef E’s Jazz Cuts CVB
Avenue 8 Radio CVB
Big Smoke Tape Toronto Max
Toronto Max 20 Toronto Max
From The Beginning Nate Pollock
Toronto and Back Toronto Max
It Happens to All of Us The Avenue
An Avenue Christmas Nate Pollock
Sudden Death Toronto Max
Soul Purpose Nate Pollock
Pain is Growth Nate Pollock
Clothing
Growing up during the “Hypebeast” era, The Avenue was greatly inspired by brands like Anti-Social Social Club and Supreme. While at the same time, living in a small town where little ventures into the streetwear or fashion game happen - there was a lot of space for a new approach to be taken. Leading The Avenue’s efforts on fashion, hand designing each piece, and curating the look books, Max set out to bring the vision to life.
Avenue Loves You - February 2021
The first official clothing release from The Avenue came in February of 2021. The limited drop featured one design in 4 t-shirt colors and 2 sweatshirt colors. The Avenue established itself on the streetwear scene with this drop.
Collection 1 - May 2021
“Collection 1” came to define The Avenue in later years. This was the release that everyone talked about. With reflective shorts coming in three color ways, and a set of three graphic t-shirts, along with a hoodie and crewneck - this was the drop that made people talk. The “Life is good when you lose it” shirt featuring OJ Simpson perfectly encapsulated what The Avenue was about. The promo shoot was done in a changing room of a tennis club. All designs were created by Max Kemats on free software on an iPad.
Collection 2 - November 2021
While at the time they didn’t know it, this would be The Avenue’s final clothing release. “Collection Two” continued to push the brand identity of being satirical while still having taste. The release had four graphic t-shirts, two crewnecks, one sweatshirt, and a rare 1/1 mask. The “I Love Lohan” crewneck was brought back due to high demand.
Magazine
The Avenue Magazine was led by Noah Ferrier with all members contributing to the content, design, and promotion of the zine itself. Two issues were published, each 24 pages long. The magazine focused on everything to do with culture, music, and fashion. Featuring local artists and creatives was a main focal point.
