What began as a wholesale line with five sewing machines in Nicole Bridger’s basement evolved into a storefront in Vancouver’s trendy Gastown neighbourhood in 2011. After years working alongside Lululemon founder Chip Wilson, Bridger sought to merge style and social responsibility, citing that “the ethical stores didn’t get the fashion, and fashion stores didn’t get the ethical.” The ethos of the company develops in three ways: Do what’s right for the earth by sourcing sustainable fabrics; next, the people, employing ethical manufacturing either locally or in developing countries; and finally, the spirit, each garment comes sewn with the mantra “I am love.”