Fifth Street鈥檚 newest clothing store announces its brand ambassador. Fiction will be working with Billy Strachan to promote its clothing and accessories.

The store, which opened in March, offers hip, affordable and chic products. Most items are less than $50.

Colorful printed skirts, dresses and blouses have been big sellers among the ladies while men have taken to threadless t-shirts, and basics from American Apparel and Alternative Apparel.

The store did grad fashion shows for Isfeld and Highland secondary schools, without the help of advertising. That is about to change.

After completing his MBA abroad, Strachan returned to the Comox Valley determined to put his education and experience to use. He will do just that as Fiction鈥檚 brand ambassador.

鈥淪mall businesses add flavour to the community and provide the backbone of the local economy,鈥� Strachan said. 鈥淢y aim is to make this local business thrive using an exciting guerilla marketing technique.鈥�

Fiction鈥檚 manager, Anna Palumbo, welcomes the initiative.

鈥淭his is a way to promote the store without wasting money on advertising that fails to truly connect with people,鈥� she said.

Fiction is located at 237 5th St. in Courtenay. Call (250) 331-0747.