Fyoocher isn’t your average clothing brand. It’s a movement first and foremost, rooted in the new generation that’s well aware of its impact on the environment and campaigning for short supply chains. The designer Jamie Dawes and her partner Tom Robinson launched the Vancouver slow fashion brand that already has everything it needs to build a green future.
“We as consumers can change the industry with every purchase, however it’s the people making the clothes that need to make the change first,” says the founder Jamie Dawes. She launched Fyoocher in the middle of the pandemic in 2020. The worst time to start up a business. But she has strong values and a strong strategy: the brand is for people who want to consume less but better. Her goal? Reduce textile waste. So everything is locally made in British Columbia.
Everyone has a part to play in the climate crisis and Jamie knows it. To broaden her possibilities, she knocks on all kinds of doors. Her fabrics come from thrift stores, deadstock or scraps from local manufacturers. And why not call on local businesses that donate unconventional material otherwise destined for the landfill. Creativity does the rest. March saw the brand venture into the world of collaboration. Unsurprisingly it joined forces with another sustainable Vancouver brand called Tapes. Together they designed a fabulous flashy trench made from a used kite.
Fyoocher hasn’t forgotten about style and its gender-neutral and deliciously retro signature shines through statement printed pieces. Its expertise in fit and design is clear in every drop, as you can tell from all the sold out pieces on the online shop. Some garments are unique whilst others are made to order in quantities of 2 or 3 based on the materials at hand. The base of the pyramid may be sustainability but it’s topped off by individuality and originality: a winning trio to redefine the future of fashion.