Please introduce yourself and tell us what you do.
I’m Shelby, the founder and designer of Slate Wearables, a slow fashion brand based in Vancouver. I run all aspects of the business - designing collections, collaborating with our local manufacturer, managing social media, connecting with customers, producing and styling photoshoots and even the dreaded accounting. On top of that, I also work a full-time job as a Producer for a marketing agency. Work-life balance? Who is she?
What are your non-negotiable morning rituals Before Life Happens?
Day-to-day, I wish I had more of a consistent morning ritual to ease into my day, but honestly, that very rarely happens. Most mornings, I wake up and try to squeeze in a little Slate work before rushing to a shoot or to the office. My favourite mornings start with a pilates class, coffee with my man, and then easing into work. Like I said, still trying to figure out balance!
Slate started as a fashion school project. What inspired you to turn it into a business?
After graduating from fashion school in Toronto, I came back to Vancouver focused on paying back my student loans. I had produced a few samples for the project that I started wearing out and about. My friends kept asking where they could get a piece, and slowly I began sketching outfits that I wanted in my wardrobe.
A few months later, I was at an event when one of my partner’s co-workers complimented my outfit, The Avalon Set, and invited me to join a charity fashion show. I quickly put together a small collection and showed it at the Gala! The response was so positive and I had so much fun that I knew it was what I wanted to do. I started looking for a manufacturer the next day!
You’ve built Slate with care for both the environment and community. What does “conscious design” mean to you in practice?
Because Slate started as a school project, I spent an entire semester researching the fashion industry and what it would take to build a truly conscious brand. I’m not usually much of a research gal, so I’m really grateful that this is where my headspace was before diving into the fun part of building the brand. I learned so much about how damaging the industry can be to both the environment and the people who make the clothes and materials.
I knew I didn’t want to contribute to any part of that, so at Slate, we’ve built a strong ethos around being as conscious as possible. That ethos carries through to my design process. I focus on creating pieces that will last, aren’t trend-based, and are made from natural fabrics. We produce in small batches, and every piece is sewn locally here in Vancouver by a small, family-run team.
What do you hope people feel when they wear Slate?
I hope they feel comfortable, proud to be wearing a small brand that is trying to shift the fashion industry, and excited to reach for our pieces daily!
What routines or rituals do you return to at the end of the day to stay grounded and inspired?
Lately, I’ve been trying to practice a little more self-care and me-time. Although I still find myself working late most nights, I’ve started journaling before bed, and it’s been a really lovely ritual to brain dump the day before I sleep.