Last week, The Bay unveiled Fall 2010 Menswear Designer collections at its West End Shop with a little help from Steve Yzerman and Alex Bilodeau. With brands like Hugo Boss, Armani Jeans, Diesel, Ben Sherman and many others, all neatly located on the second floor, The Bay on Queen St. has become a premier shopping destination for high-end brands. And who better to be the face of the shop, than the hockey legend Steve Yzerman himself?

When le boyfriend first heard that “Yzerman” was going to attend, there was no doubt he wasn’t going to miss out on this opportunity. And by the look of the lineup to shake hands with the former Red Wings captain, he wasn’t the only one.

After Brian Williams interviewed both Steve and Alex in front of the stylish attendees, both men helped pick out Hugo Boss and Strellson raffle winners (someone next to me was excitedly hoping to get the Hugo Boss suit Steve was wearing).

West End Shop itself is a large bright open space, full of well-displayed mix of brands – definitely a lovely spot to do some shopping for your guy, be it for casual clothes or high-end suits.

I love the recent overhaul The Bay has undergone, stores are getting renovated, layouts are easier to navigate, and with ever-expanding brand selections, the store is a pleasure to shop at. If you haven’t been recently, you really should see the difference for yourselves.