Vancouver is a city known for its lack of fashion taste. Yoga pants, mom jeans, and a generally relaxed aesthetic are the tenets of our daily wear.
But to brush Vancouver off as a fashion faux-pas would be a mistake. We have a lush history of talented designers and an underground scene of groundbreaking fashion. It could even be said that yoga pants changed the world, but we won’t go there quite yet.
Back to the Past
The history of Canadian fashion is not as dull as you’ve been led to believe. In fact, many impressive designers have been pioneering the way we dress and feel for decades.
The start of Canadian fashion design is thought to have occurred in the nineteenth century, when dressmakers and tailors began marketing their garments in more urban settings. The twentieth century brought industrial production and the ability to transport goods across long distances. In fashion, this meant designs from Europe, Asia, and beyond could be worn in North America. This global influence brought competition and innovation to the Canadian fashion world.
By the time JAC creator RozeMerie Cuevas began her own fashion designs, in Vancouver, in the late 1980s, the influence of global trends had transformed the way Canadians thought about their clothing. Icons like Yumi Eto (now Director of Design for Artizia) came out of Vancouver in this time period.
Global names like John Fleuvog, Herschel, Oak & Fort, and Evan Clayton all stake their roots in Vancouver’s deep soil.
Vancouver clothing works for us. From rocking the runway of Robson Street to hiking Grouse Mountain, our local brands know that we are more than just our day jobs.
In addition, Vancouver women are individuals. We work alongside men, own the boardroom, and are fierce business competitors. When Jacqueline Conoir first came to fruition in 1987, the power suits and firm lines told the story of women who weren’t afraid to take what was theirs.
The intersection of work wear and daily wear shows the world that we can do it all. From the mountain to the office, we are always ready to seize the day.
The Future of Vancouver Fashion
The future of Vancouver fashion is no mystery-- we will continue to innovate our style, our workwear, and our individuality.
We can expect to see the barriers of femininity blur, making space for more developed and liberating ideas of fashion design. We can expect luxury, simplicity, romance, and change.
Like all art, fashion changes with the seasons. But our personal style is something that we all get to choose. Paris, Milan, and New York might be seen as the fashion capitals of the world. But Vancouver keeps its style head high.
Ready to continue your Vancouver fashion journey? Check out our online store and join the ranks of JAC women everywhere.