Why I Started a Clothing Brand
From subtle to bold, what we wear is a way to express who we are and how we feel. Clothes have become a way to create, express, and communicate.
Back in the 80's I was a huge fan of the Punk subculture. I still am. I was never bold enough to wear a mohawk but had my own mild form of protest with too much eye make up, a subtle crimson colored under-the-hair dye job, and DIY clothes, accessorized with the odd studded belt. I wanted to take it further but didn't want to disappoint my parents, which was not very Punk Rock of me. I was more in love with the concept, the music, and what it all stood for but didn't fully adapt the attitude. I wanted to be all anti-establishment but didn't have the guts.
Now that I'm grown enough not to have to answer to anyone, I am not looking to stand out that way with my style. I still love punk music but with fashion, I now look to wear clothing that is comfortable and relaxed, yet put together. I know, still not very punk rock.
I am happiest with an outlet for my creativity. I learned to sew when I was very young from women like my Mom and Baka. I often made or altered my clothes. I wanted to do more but my basic skills held me back. In realizing that everything takes time to learn and that without putting in the time to get better I'd never be able to make the things I wanted, I decided I was going to make a commitment to designing and making clothes, not just for me but for others, too. This way I could learn the business side of things, exercise my creative muscle, and improve my sewing skills.
What Needs to Change:
In my opinion, there are two major contributors to Fashion's terrible reputation. The lack of regulation holding brands accountable and the lack of healthy values in what is posted on online media channels.
Without regard for the effect of their production on the wellbeing of people and resources there exists a wild west which exploits both. No rules for how things are produced allows for this to continue.
Social media is much the same. People put out whatever they want and it is consumed without questioning it's validity and source. People are influenced to believe they will be happy if they buy more stuff. Ditch those pesky values and just buy! Shopping will make you happy! It's a complete disregard for sticking to any sort of value system. Consumers are listening to these messages, sending us into a spiral of buying stuff that does not bring lasting happiness and this will eventually make life harder. As an old friend once said, "Fashion is a cruel master."
Fashion vs. Clothing:
Fashion and clothing are two different things. Fashion is associated with the ever changing trends of what is popular. Fashion is fast paced and has rules of what is acceptable. Fashion creates an appalling amount of waste with its never ending updates. Clothing, on the other hand, is simply what we use to protect ourselves from the elements. It's a necessity. Fashion has blown clothing out of proportion with greed as a guide.
More is Better:
I understand that there is a need for affordable clothing. However, I do not believe that the majority of people on Earth should be fueling the cheap and disposable clothes made by the fast fashion industry. People who shop "hauls" from these cheap merchants are not there because it's all they can afford. They have simple mindedly bought into the "more is better" mind set. Plastics based clothing is being produced at an alarming rate with much of it likely never to be used. It's irresponsible of both the producer and many of its consumers.
The Change We Need:
I want to influence people to think about clothing in terms of its true value and purpose, taking into account the time and resources required to make it. I haven't always succeeded but my intention is to make comfy clothes that people want to wear again, and again. I'd love to make those pieces that you wear out and wonder how you will ever replace. I hope to create your "go to" pieces and to inspire people to buy Canadian Made, buy natural fibers, and to REALLY care about what they are supporting with their clothing purchase.
Shopping on a street with only big brand shops (fast fashion, most likely) is not at all interesting. However, a street with unique, one-off boutiques and artisan made pieces is extraordinary! It's a big dream that may or may not ever happen, but I want to be one of those unique boutiques.
A fit for me?
The creative process leads me in different directions. Making and designing clothing feels like a fit right now but this will eventually lead to something else. For now, I am learning a lot, improving my sewing skills, and hoping to garner enough interest to support Affine's evolution. It's not about making loads of money, in fact, I have never taken any out of the business. I like doing it but it's an expensive hobby! The dream would be that Affine becomes self-funding and generates a modest pay for my time and energy.
Guided by values:
It was important to start Affine by defining the brand values that would guide all decisions. Here they are:
1. Respect and value all Earth's resources. Fabric and clothing take people, energy, and resources to make and these will be treated with respect.
2. Make things well. We will make quality, thoughtfully designed pieces that people want to keep in use for years.
3. Every thing we do matters. We care about what, how, and how much we produce because actions add up and make a difference, whether good or bad.
Making clothes locally means we get to know the people making them. We know our producer well and know that she cares about her staff.
It also allows us to make smaller runs of each piece. I pick up my production in person and I store it in my tiny studio. This keeps things in check and reminds me to slow down if there is too much.
Although I still have clothing in my closet with synthetic fibers in them, I almost never reach for those. They simply don't feel as good as natural fibers. When considering the type of fibers our clothes are made of I say: Once you go natural, you never go back.
With patience, perseverance, and leaving greed behind, I have to believe I can make my vision a reality.
If you like Affine's values, please check out our shop and let me know what you think. Your feedback means the world to me!
There are many other small brands doing similar things and they are so worth exploring!