Kelly Noland is following in his mother's footsteps and keeping Edmontonians dressed in the latest fashions.

Kelly Noland, the owner of Identity Clothing, a high-end clothing store for men and women at 14263-23 Avenue. The venture is a natural fit for Noland whose mom, Carole Noland, owns Lord's Shoes in Southgate Shopping Centre and newly in South Granville, Vancouver. Lord's marks it's 77th anniversary this year.

Noland has helped his mom in her store since he was 13 years old and has been traveling and buying shoes for Lord's since he was 17.

"My mother wanted me to learn how to operate a retail store. I had a dream to open up a clothing store," said Noland, now 26.

Identity Clothing caters to men and women 20 and up. Lord's Shoes has a shoe, handbag and accessory boutique within Identity Clothing. Because Identity Clothing is a destination store located in Riverbend, Noland pride themselves on the customer service they offer, particularly their 2-3 day tailoring service.

"When a customer purchases an outfit they don't want to wait a week for their outfit to come back from alterations," said Noland.

Identity Clothing carries women's designer lines such as Teenflo, Hugo Boss, Nougat, Full Circle, Rock & Republic, In Wear, Michael Kors, Chip and Pepper, Citizens of Humanity, William Rast and True Religion. Some of the men's designer lines are Bertoni, Hugo Boss, Tiger of Sweden, Klauss Bohler, J. Lindeberg, Horst, Rock & Republic, True Religion, Michael Kors and Chip and Pepper.