Meet Mercurial
Mercurial may be new to Vancouver's boutique scene, but owner Alex Chichak is anything but a novice in the fashion world. After 20+ years in the industry, he recently took a (very chic, very editorial) leap, opening a shop offering exceptional womenswear and a curated collectsion of housewares and lifestyle pieces. What's the drive and inspiration, you ask? We chatted with Alex about the store's foundations, its welcoming atmosphere, and all his favorite finds, below.
What drove you to open a boutique?
Mercurial came to be after almost two decades in the retail industry, always knowing in the back of my mind that I wanted to own my own store but, honestly, lacking the guts to do it.
I managed and bought for another independent boutique for over eight years, and following that moved into product for a large-scale vertical retailer. I thought that would be the end of my career path but I ended up hating it. Once Covid was no longer limiting the world, I decided to jump ship and finally open my own shop.
Tell us about your buying and curation process. How do you decide which designers to feature and which pieces to choose?
My approach to buying has always been to go with my gut. I know what I like and what I don’t. I love working with great people, and that’s a huge requirement for me: I want to love the buying process, the designers, and the agents. If I’m not enjoying every step and the interactions, I’m having fun—and that’s just not worth it for me. When I am trying to get “inspired,” I spend a lot of time on Instagram seeing what European fashionistas and influencers are wearing. I’ve always felt like I relate more to European style, but I don’t let myself get tied down by one vision or vibe.
In fact, that’s where the name Mercurial came from. I’ve always loved the look of the word, but I love the definition of “prone to sudden shifts of mood or mind.” I really felt that during Covid, as did the rest of the world—but I enjoyed flipping it and really leaning into it as an ethos in terms of the store never having to just be one look, one aesthetic, or one feeling.
What trends are you most excited about this season?
Matching sets have always been one of my favorite looks, so I’d say that’s a top trend for me this season. Faithfull the Brand always does the most incredible coordinates.
I also love that Western is still hitting so hard—my brother has worn cowboy boots for years, and he and his fianceé channeled a whole Johnny Cash and June Carter vibe in their engagement photos, which I loved. I think Western is so dope because you can play with it in so many ways. It can be very casual or very elegant when done right.
What are some brands you’re currently obsessed with?
I’ve been a huge fan of Mijeong Park’s work for years. I love how she designs with this laid-back California aesthetic, but her collectsions are always still rooted in her Korean DNA that elevates even the simplest knit or trouser.
Our Sister is such a rad brand I found when I was sourcing for the shop over a year ago. At the time (and up until this season), I was the only store in North America that carried them! The owner, Dries, and his family have been in the textile industry for four generations and I was so impressed by how classic and timeless their collectsion is, but also how fun. They’re not afraid of a graphic.
AGOLDE kind of speaks for itself, but it’s always been one of my favorite brands, based simply on how good the denim is. I love vintage denim, but have always had an impossible time finding it for myself. AGOLDE makes denim that just feels so good, so rich, so rugged, and so real. They make amazing basics too—their t-shirts and sweaters are out of this world.
Three favorite items currently on your racks.
AGOLDE Minka Cargo
Zulu and Zephyr Linen Daisies Dress
House of Sunny Falling Kiwis Hockney
Tell us about the Mercurial experience for shoppers.
I’ve said from the beginning that I want Mercurial to be a warm, inviting, and fun space; the kind of space friends can stop by and open a bottle of rosé at 5 pm, or where you can just come and chat and look at beautiful pieces. I never want anyone to feel pressured to buy anything (although, it does make my life a heck of a lot easier when they do), because I really believe you should only buy things you love and you’ll want to pull out of your closet again and again.
I also love when anyone feels comfortable enough to come in and try on anything they want. I have male-identifying friends who have bought so many pieces here, and clothing has no gender; I believe anyone should wear anything they feel good in. Fuck “flattering.” Fuck “it’s your color.” If you feel good, that’s all that matters.
What’s on your boutique playlist right now?
I listen to a really weird mix of music at the shop, all pretty low key and mellow. I love putting playlists together. Recently I’ve been listening to a mix I made that’s got a bunch of ’90s tracks: Heather Nova, The Sundays, PJ Harvey, Aimee Mann, Portishead, Mazzy Star, Nina Gordon, The Cranberries, Garbage, Hole, Tori Amos…it’s fun, and I love when people come in and I catch them singing along even though they haven’t heard it in like 30 years.
What do you love about your neighborhood?
My favorite thing about my neighborhood (aside from the fact that I live two blocks away from the shop…) is just how much community there is around here. People are so friendly and easy to talk to. And other shop owners are incredibly inclusive and supportive of one another, genuinely invested in the success of each other. We send people to each other's shops, we recommend products from each other, and we shop with each other. It’s a really great vibe and it’s a huge part of what I wanted to get back into by opening my own store. I feel very lucky to be a part of such a great community.
