Our mission and how we started

So you’ve found us! Thank you for stopping by and checking out what this first project is all about. It is very dear to our hearts, and after many long months of ups and downs, we couldn’t be more excited to release it into the world. Whether you’re navigating our store or perusing this content stream, we want this to be a feel good space that is free from judgment and invites new perspectives.

Veganism is one of the fastest growing social movements of our time, and given the incredible benefits it can have for our planet, health and animal welfare, we wanted to support the cause by sharing stories and products that make it easier and more enjoyable to choose kinder options. We’ve seen the movement gain significant traction over the last couple years, particularly in the food industry, and we are now beginning to see progress in fashion, but this shift is still in its very early stages. We live in Canada, we’re known for our outerwear, and as soon as temperatures drop, Toronto, where we are based, turns into puffer and fur-trimmed parka city — a real ‘down’town if you will. While we love the aesthetics of Fall/Winter fashion, it tends to not be the most vegan-friendly of seasons, and we want to help change that. A few great vegan options on the market have already started paving the way, and we’re here to join the team to help expand your options. So, without further ado, we give you thoughtfully designed, premium quality, cruelty-free outerwear, good for minus temperatures, and minus the premium price points of comparable luxury styles on the market. If this speaks to you, then read on to find out how our jackets are built to keep you feeling warm and fuzzy, inside and out.

Originally developed in the 1980s to serve the needs of the US military through variable environmental conditions, PrimaLoft is now globally recognized as the leading supplier of sustainable synthetic down. Using a patented microfiber blend technology, the insulation not only mimics the lightweight thermal and compressional properties of down in dry conditions, but also effectively retains heat in wet conditions unlike its traditional counterpart. PrimaLoft offers many product lines, but we opted for their highest performing synthetic insulation, PrimaLoft Gold. Providing the ultimate warmth-to-weight ratio and made from 55-100% post-consumer recycled content, we felt that premium quality insulation with an environmental conscience was essential to a piece of vegan outerwear worth investing in.

Aside from never using real down, we of course refrain from ever using real fur, so you can rest assured that it’s all good in the hood, and in the interiors of every one of our parkas. We have access to better faux fur options now than ever before, and seeing major luxury fashion houses going fur-free in recent seasons is living proof of that. Since every product in our store is 100% vegan, this also means that no leather, wool, silk, or any other animal-derived product is ever used in the making of our designs. While we know that people may have mixed feelings about faux fur and imitation fabrics because of the message they may send, the reality is that as long as people are still buying the real stuff, we believe the best thing we can do as a business is to offer a compassionate alternative that looks and feels just as good as, if not better, than the real thing. We don’t want you to feel deprived, but rather that you have something to gain. That being said, we also design pieces with no fur at all, and hope that as we expand our collection, there will be something for everyone.

While there are many wonderful certification systems out there to help businesses reduce their environmental impact, a couple of the more renowned ones that we like to look out for and work with as frequently as possible are bluesign® and STANDARD 100 by OEKO-TEX®. The bluesign® system is based on five principles, including resource productivity, consumer safety, water emission, air emission, and occupational health & safety. And, awarded only to the most stringent compliance with their criteria and environmental standards, PrimaLoft was the very first brand of insulation to ever become a certified partner. Given that this is such a significant and recurring component of our product, we find comfort in knowing that all the insulation we choose from PrimaLoft is bluesign® approved. STANDARD 100 by OEKO-TEX® on the other hand regulates several hundred harmful substances to enable businesses and consumers to make safer and more environmentally friendly decisions, so we source almost all of our hardware and trims from certified suppliers like YKK and Prym. All of our packaging is eco-friendly, and when it comes to our textiles, we do the best we can to source sustainably given what viable options are available to us. At this scale, however, there is only so much we can do without compromising your experience, and the most sustainable thing we can do is create a long-lasting product that you’ll love and wear for many years to come.

This is only the beginning and we know we have a long way to go, but we are committed to improving our practices at every stage of our supply chain and will gain more control to do so as we grow. We are also firm believers that supporting a cause is not about doing something perfectly or not at all, but instead about doing what we can, however big or small, and creating a collective impact on the world around us. Everyone’s journey is different, but it starts with mindfulness, questioning the things we’ve grown accustomed to, and making more informed decisions that align with our values when given the option to do so.