SIDEWALK creators Tanny Janina Lebrasseur and Fatima Marin Rodriguez are two female entrepreneurs changing the landscape of a historically misogynistic and male-dominated industry while bringing an innovative and more nuanced approach to fashion.
For this year’s International Women’s Day, we can look to these two women and their Nunavut-based business as an example of what women can achieve and the diversity of the female experience, while celebrating the accomplishments of a local company.
“For me,” says Rodriguez, the fashion designer and co-owner, “it was always a dream to own a clothing business. We moved up North together [after fashion school in Quebec], we thought it would be nice to visit, and we kind of fell in love with the place. Ten years later, we never left.”
Launched in November, the business’ name refers to the brand’s identity as street-wear, not just geographically, as “people present themselves on the sidewalks of cities” but as how they present their personal style.
“We believe in freedom of expression, no matter what it means for you. [The] style is created to be worn by everyone who feels comfortable… wearing it,” says Lebrasseur, the fashion marketer of the tandem.
Rather than be beholden to traditional concepts of gender conformity, rules or arbitrary dictations about the body, the sizing of the brand is unisex, as is the concept behind it.
“The brand offers fashion clothing that can be embodied by all genders,” Lebrasseur says. “SIDEWALK is a street-style brand focused on freedom of self-expression and being bold in your identity. The sidewalks are where you present yourself to the world. Our goal is for everyone to feel like their truest selves while walking through their own universe.”
This pair of entrepreneurs not only exemplify the message of International Women’s Day by creating and promoting their own business, but by striving for the break-the-mold qualities that celebrate how being a woman is not a one-size-should-fit-all concept.
Community support in the product
The company is fully Nunavut- and Iqaluit-based.
“For now,” comments Lebrasseur, “our goal is to establish ourselves in Iqaluit.”
The product itself, however, has international connections that “values our world and is mindful of its ecological impact. The brand only produces small batch collections to reduce waste and puts a lot of effort in working with manufacturers that use certified sustainable fabrics and that are transparent about their practices and conditions offered to their workers,” Lebrasseur stated.
“We’re mindful of transparency as a company,” she added.
The two women have also visited the facilities where their shirts are made to ensure that the working conditions are humane and fair. The sustainable fabric referred to is called Pima, and is exclusively produced in Peru. It feels like a “silky cotton” because of its long fibre.
“The comment we get the most,” says Lebrasseur, “is about the fabric. That was our focus — the quality and colour — and people have [responded] to that.”
The business partners say that in the few months since the company launched, they have received a lot of support from the Iqaluit community.
“We get a lot of inquiries as to ‘where can we buy your shirts?’ So far it’s been a very positive response… right now, we’ve started with basics. Short sleeves in three colours [black, sand, and pink] and long sleeves [in the same colours]. We hope to expand to pants [soon].”
“We started small and humble,” adds Rodriguez. “We want to create a full custom fit for the future.”
For now, the pair are selling their wares in local craft shows, and the T-shirts are always available at Blue Ice Barbershop in downtown Iqaluit, where people can buy the products directly. Sizes run from XS to XL, with price points from $80-$95. The pair are looking to launch a website in the next few months, but can currently be found on Instagram at @SIDEWALK.thebrand.
Lebrasseur and Rodriguez are emphatic that they “do not want to categorize” themselves.
“We just want to bring something different,” the co-owners say.