When Kevin Martin adopted Jasmine, he eased the Rottweiler-coonhound’s separation anxiety by bringing her to work at Stroked Ego.
“Jasmine runs the store,” says Martin, founder and co-owner of the men’s clothing outlet. “People come in to see her – sometimes they’ll be walking by and come in with no reason to purchase anything and they’ll give her a treat or a belly rub. It’s all part of the atmosphere.”
Jasmine’s friendly character complements the cozy, familiar theme of the store, which sells casual and formal men’s wear, including printed shirts, colourful underwear, and fun socks from companies like Ottawa-based Uptown Socks.
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The store’s aesthetic is 1970s rec room, complete with particle-board walls, hardwood floors and a painted tile ceiling.
“It’s not one of those warehouse-looking places with the exposed ceiling and fluorescent lighting. You’re going to your friend’s parent’s basement and just having a good time. You’re with friends,” Martin says.
Martin says the idea of Stroked Ego is to make men feel good about their looks and build their confidence – to “stroke their egos.” While working as general manager at a big-box store in the late 2000s, he says he couldn’t find the European-style clothing he was looking for in Ottawa, so he imported Danish clothing brands Blend and Casual Friday to open Stroked Ego in May 2010.
Five years later, the store moved from 1022 Bank St. to its current second-floor location at 131 Bank St.
The store doubles as a hub for Ottawa’s LGBTQ+ community. Pride pins and clothing are available for purchase and, since Stroked Ego acquired the third floor of the building in 2023, it has hosted fundraisers for LGBTQ+ sports clubs and non-profits. The proceeds from selling camping gear, for example, will go to the non-profit Out at Camp, which facilitates inclusive outdoor camping.
“Growing up, I never really had the difficulties other people had, but there’s a lot of folks who have more of a challenge,” says Martin, who calls himself a queer business owner. “If I can help out in any small way, it makes me feel like I’m contributing to the community that has supported me.”
Martin also rents out the 100-person capacity “EGO Space” for birthday parties, vintage clothing pop-ups and cocktail events. He says it acts as an additional revenue stream in the face of rising wholesale costs and as a marketing tool that has improved the visibility of the store.
Martin says he’s trying to expand the store’s catalogue of 1960s and ‘70s retro clothing because now that people are working from home more frequently, he says those casual styles are gaining traction again. “You know you’re getting old when the styles of your youth are coming back.”
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