Emmydeveaux puts unique stamp on fashion design
Canadian brand Emmydeveaux does fashion a little bit differently.
With the goal of reducing garment waste, the Edmonton-based company creates designs that are offered early to customers to gauge interest before proceeding to production. That way, there's little to no overstock of styles and sizes. And, therefore, less waste. The company also offers a buyback program where they accept old designs from customers in order to keep the garments in an “ecosystem as a brand.” We caught up with founder Emily Salsbury-deveaux to learn more.
Q For those who aren't familiar, what is Emmydeveaux?
A Emmydeveaux launched in 2018 with a focus on fabric, fit, and functionality of the everyday luxury wardrobe. Our brand focuses on exceeding expectations through design and fit, and is the perfect capsule closet where every combination looks effortless and feels comfortable.
Q What makes it unique from other clothing brands?
A Our fundamental differentiator is based on the premise that changing the fashion industry starts with design. Another unique brand pillar is our Fundit model — an internal crowdfunding system that allows us to gauge the demand of an item before it is produced. This serves to help us avoid a surplus of clothing and the waste of fast fashion. We are proud to have a customer retention rate of 86 per cent and a return rate of less than two per cent.
Q Who is the target customer?
A Our consumer is a discerning shopper. Their days are busy and they like to invest in pieces that are so comfortable they don't want to take them off at the end of the day.
Q Is there a `hero' piece in the collection?
A Our Double Layered Long Hoodie is a game-changer. The double layer gives it such a beautiful weight and drape.
Q Where are the pieces designed and made?
A Every aspect of the design process is done locally in Edmonton but we manufacture in Singapore, China and Hong Kong.
Q What is the price range for Emmydeveaux pieces?
A Price ranges from $55 to $695.
Q Lastly, where can people check them out?
A We have our website emmydeveaux.shop, our showroom in Edmonton, and soon to be opening up in Calgary and Vancouver.