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Ecova: sustainability, one textile at a time
Montreal native Stéphanie Beaulieu wants to bring more sustainability to the fashion industry and raise consumer awareness of one textile at a time. Last November, she launched the first collection of her fledgling brand, Ecova, consisting of winter accessories made primarily from recycled cashmere.
Stéphanie Beaulieu, commercial lawyer and young entrepreneur, has been leading a modeling career back and forth for almost 10 years. “To go to Milan as a model [où elle a résidé à temps partiel ces dernières années], I realized that there is a big problem in the fashion world. It’s a beautiful universe, but it’s very, very harmful to the environment and people aren’t as aware of it, notes the man, who also has an MBA from McGill University and a certificate in sustainable fashion from Parsons School in New York has. I wanted to try to be part of the solution. »
Part of the problem, she says, is a lack of consumer awareness of the environmental impact of their clothing, particularly those in the fast fashion industry where greenwashing is common. Raising their awareness requires a positive approach by offering more sustainable items and revealing their story. “The goal is for consumers to start developing reflexes, asking themselves questions when they shop elsewhere, wondering what their clothes are made of. Where were they made? Were the people in production paid well? »
PHOTO DARIANE SANCHE PROVIDED BY ECOVA
Ecova’s first collection includes winter accessories made from 65% recycled cashmere.
PHOTO DARIANE SANCHE PROVIDED BY ECOVA
Long cashmere scarf, Ecova, $220
PHOTO DARIANE SANCHE PROVIDED BY ECOVA
Cashmere headband, Ecova, $95
PHOTO DARIANE SANCHE PROVIDED BY ECOVA
Cashmere tuque and shawl, Ecova, $118 and $220
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For her first collection, consisting of a cashmere hat, a scarf and a headband, she presents in video form the scenes of her production in the city of Prato, Italy, which, as she says, has a know-how in the recycling of cashmere and wool has a hundred years. In particular, with Atelier de Tissage, which collaborates with some major fashion houses, she has developed accessories made from 65% recycled cashmere, a more environmentally conscious way of consuming this natural fiber from goats, but whose growing demand has led to soil degradation and Desertification in Mongolia.
Why not use 100% recycled fibers? “Initially, I really wanted it to be made entirely from recycled cashmere. I’ve been very verbal about it. We did a lot of tests and I saw the difference in the products. Recycled fibers become thinner and fray. The 65-35 blend provided longer life, which is considered better for the environment in the long term. »
A new textile is explored for each of the collections and where possible the items are made in Quebec. The next collection, planned for Summer 2024, will be embodied in Bananatex bags, a biodegradable cellulose fabric made from the fibers of Abacà banana trees grown in the Philippines.
“We want people to have access to high quality products that last a very long time, which is becoming increasingly rare,” explains Stéphanie Beaulieu.
A first Womance store in Montreal
PHOTO MARCO DANCAUSE PROVIDED BY WOMANCE
A first Womance boutique will open in Montreal in September.
Quebec online store Womance will open its first store in the greater Montreal area in September. Founded in 2015 by Andréanne Marquis, Womance offers clothing, accessories and beauty products for women. You’ll find dresses, pants, cardigans, shirts, jackets, coats and pajamas at affordable prices from house brand Womance, as well as Quebec brands like Bkind, Pilgrim and Bonsoir les Bougies. The online shop also offers a platform for reselling second-hand clothing.
After Nike bagels…
PHOTO FROM NIKE WEBSITE
The original Nike Dunk Low Montreal Bagel cost $120 a pair. The shoes are now priced at around CDN$300.
PHOTO FROM INSTAGRAM ACCOUNT @CHEZMAXI
The food chain Maxi got the ball rolling with its “Chinese Pie” offer.
PHOTO OF BUTTONS PROVIDED
Tastes, a guide to gourmet addresses, offered Putin…
PHOTO OF BUTTONS PROVIDED
… and smoked meat!
PHOTO BY INSTAGRAM ACCOUNT @SFAITA
Chef Stefano Faita preaches to his congregation with Dunk Spaghetti and Meatballs.
PHOTO FROM INSTAGRAM ACCOUNT @FAMILLE.MIGNERON
The Migneron family, who make cheese in Charlevoix, deviated a bit from the theme with this marbled dunk.
PHOTO SUPPLIED BY PHILADELPHIA
At first we thought this was a joke, but no, these “Smear” socks will actually be launching in a few months, they say, priced at $14.99. Follow the brand’s Instagram account @philly_canada for more.
PHOTO SUPPLIED BY PHILADELPHIA
There will be three models: Original, Strawberry and Chive!
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For the past few weeks, the Nike Dunk Low “Montreal Bagel” shoe has got Montrealers going. The enthusiasm has led to a multitude of increasingly unusual proposals for other models, inspired by emblematic Quebec dishes. Here are a few.