Riot Theory Apparel redefines West Coast chic
West Coast fashion sense is a unique blend of laid-back chic and a touch of polished purpose. (Think sleek rain gear and puddle-proof Chelsea boots.)
But while it’s easy enough to define the coastal style, it’s a bit tougher to achieve. Thankfully, there are locally owned boutiques and businesses popping up all across B.C., each offering a sweet spin on the area’s sartorial sensibilities.
Case in point is Riot Theory Apparel. The online womenswear shop provides a curated collection of ready-to-wear pieces that would look as at-home in Los Angeles or downtown Vancouver as they would in Tofino.
We caught up with Samantha Lightfoot, owner of the e-boutique, to chat about her business plan, her boutique’s fashion options, and who her ultimate Riot Theory customer is.
Q What is Riot Theory Apparel?
A A West Coast-based online women’s apparel boutique focused in elevated basics and essentials.
Q How did you come up with the name?
A Oddly enough, Riot Theory really started as a business plan project in my final year of business school. Up until then, it had only been an idea of mine, and I had been trying to come up with a name for nearly two years. I needed a name to submit my project and I had wanted something edgy but feminine — and, from that, Riot Theory was born.
Q Did you have experience in the apparel industry, or was this more of a passion project?
A All of my experience previous to launching Riot Theory was in the fashion and apparel industry. After working in apparel retail for years, I attended fashion school and interned for a few fashion wholesale agencies here in Vancouver. Following that, I went on to work for other Vancouver-based fashion companies while finishing my business degree and then went on to launch Riot Theory.
Q Who is your target customer?
A Canadian women who love shopping online but are tired of paying the duties and import fees associated with ordering from companies in the U.S., U.K., or Australia.
Q Where are your collections designed?
A Currently in California, but we are in the beginning stages of transitioning to have all of our pieces designed here in Vancouver. Our sleepwear collection that we are launching later this year will be the first collection for that transition.
Q Where can people check them out?
A You can shop the entire collection on riottheoryapparel.com, as well as select pieces at Mason Jar in White Rock.
Q What is the price point?
A Our current collection is all priced under $80. Our new openback Stephanie jumpsuit is priced at $74.95, while other spring pieces, like the off-shoulder Lola top or the Livia top with exaggerated sleeves, are priced at $54.95.