Preloved turns 20: Here’s what they know for sure

Canadian brands are not to be ignored — in our crisp, northern roots is a will to innovate, to endure — all while making people feel something in the process. This year marks the 20th anniversary of beloved brand Preloved — the Toronto-based team takes reclaimed fabrics and turns them into fresh, fabulous clothes. It was actually one of the first brands I worked with when I began modelling — I remember the warm, kind aura that struck me like cinnamon, as soon as I arrived for my fitting.

We caught up with Founder & Creative Director Julia Grieve for a Sunday helping of #realtalk. Enjoy:

It’s your 20th anniversary this year, and you’re celebrating it back at the tents. What does Toronto fashion week mean to you as a brand? Can you recall your very first show?

Being a part of World MasterCard Fashion Week is an honour and we thought that participating this year was the best way to celebrate our 20th anniversary. We are so proud of the fact that we have managed to keep our entire production right here in Toronto. It has been a conscious decision for us to keep our manufacturing local, so that we actually know the people who make our clothes. With the support of our manufacturer, Redwood Classics, we have been able to do that for 20 years.

Our first show…oh my, do I remember it! It was in a parking lot on the corner of Queen Street West and Portland, right around the corner from our first store. We certainly couldn’t afford to host the show in a bar or restaurant, or any other space, so I rented 6 parking spots for the day and had a friend put up a runway. We added music and some of my modelling friends and ta da! We had ourselves a fashion show! It was wild and the energy was amazing. So many people showed up to support us. That parking lot is now a Loblaws and Winners. :-)

What is the philosophy of Preloved? Who is the kind of woman that wears your clothes?
The core philosophy behind Preloved has not changed in 20 years. The idea of creating a one-of-a-kind piece still inspires us. The use of vintage materials, dead stock or over-run fabric gives us the foot print to create clothing that is unique. We design for a woman that wants to be different and a have a lot of fun. Preloved is an incredibly fun brand. Life is too short not to have fun!

With this collection, you stuck to neutral hues and pops of laid-back, vacation prints. An interesting feature of your brand is the design process — it’s almost the reverse from other labels. That said, what comes first, the inspiration or the materials?
Great question! The materials inspire us. A print on dead stock that we find can inspire an entire collection. Something as simple as the buttons on a vintage shirt can get us excited for days!

You cast an incredible selection of models this season, from all walks of the fashion industry. What is the casting process like for you? What do you look for in representatives for your collection?
We work very closely with Plutino Models and worked exclusively with them on this show. Cathy LeDrew, who is the agency director there, used to be my agent back in the day when I was a model. She has always been a huge supporter of Preloved. I love working with the new girls in the industry, showing them (and their parents) that great things can come from a modelling career. We don’t all have to become Gigi Hadid! I started modelling when I was 14 and over the years I lived and travelled all over Europe, Asia and the US, then came back home to Toronto to start Preloved, in my early 20’s. I honestly feel the knowledge and work ethic I gained through modelling is a key factor in the success of Preloved.

To someone who has never heard of Preloved, what it is you want them to glean from this collection?
How could someone not have heard of preloved?! :-) Just kidding! I hope that people see this collection as fun, well-made and stylish. While we are proud of the fact that we are eco-conscious and produced here in Canada, at the end of the day, we are all about the design of great, wearable clothes.

What was the highlight of this show for you?
The finale! I LOVE that feeling when it’s done and when I can come out and say thanks to all of our supporters and fans. I am not the kind of designer that just dashes out for a quick bow — no way! I am going all the way down the runway and bringing the gang with me. It’s time to start the party!

Post-fashion week plans?
I’m trying to convince my husband to take me somewhere warm, but that’s a pipe dream, since we have 6 hockey practices, 4 hockey games, a swim meet, a track meet, and so much homework to catch up on! This is the glamorous life of a working mom of three… I wouldn’t change it for the world!

Visit the world of preloved now.

As told to Madison Schill (M/O/M)