Gus Sloan
Global Shapers Edmonton is piloting the ReLove YEG project that aims to reduce clothing waste in Edmonton through raising awareness, community-based learning, and collective action.
As part of this initiative, we are highlighting local businesses, organizations and researchers within Edmonton that are engaged in sustainable clothing consumption. Recently, we sat down with Jacqui Sawchuk to learn more about her business – Gus Sloan.
PRATIKSHA: How did you first get started with fashion?
JACQUI: In high school, I went on a school trip to Paris, France and was inspired by one of the top fashion capitals in the world. My Fashion studies teacher was also on that trip and she supported my passion and education. After high school, I moved to Vancouver and studied Fashion Design and Merchandising at The Art Institute of Vancouver. After school, I deepened my love and understanding of textiles by working at a big fabric store for a couple years, then moved back to Edmonton to have my first child and start my family.
I wanted to explore employment options after becoming a parent that were more flexible, so I started a home-based sewing and alterations business until I joined Gus Sloan and fell in love with the company!
PRATIKSHA: Tell us about your journey with Gus Sloan.
JACQUI: Gus Sloan was actually founded by Lauren Dairy back in 2018. Lauren absolutely knows her craft and cares deeply about ethical fashion. I used to work as the Head Seamstress there until I bought the business in 2021. I have kept the same name and logo now with my own designs keeping in line with the original esthetic. Gus Sloan continues to share the same ethos of size inclusivity with comfortable but fashionable designs for everyone. Each of our garments are made-to-order by one of our local sewing specialists, allowing us to create bespoke items specifically tailored to fit your body.
PRATIKSHA: Can you describe your target customer?
JACQUI: While we cater to women of all ages and sizes, our customers are typically women in their 30's, women who wear many “hats" – she works, she picks up her kids from school and takes them to soccer practice, she goes out with friends or on dates. Our customers also care about their garments and are looking for higher quality staples that are meant to loved and worn again and again.
PRATIKSHA: Gus Sloan’s items are specifically made to order to create as little waste as possible. What are some other ways you implement sustainability practices in other aspects of your operations?
JACQUI: Yes, we are proud members of the slow fashion movement and creating clothing that is intentional and designed with our customers in mind. We collect any scraps and extra fabrics to make scrunchies, underwear, bags etc. in our scraps collection. We also offer a pick-up option for local orders in the Edmonton area and all of our orders are placed in recycled paper bags. Online orders are also shipped in cardboard boxes that can be recycled.
PRATIKSHA: As a slow fashion business owner, how do you think the higher price points of ‘ethical’ fashion be justified?
JACQUI: When I first started, I did feel badly for charging higher price points for our clothing, but it is important to pay our team a living wage. I am not a factory, and myself and our team have families to feed. Additionally, it takes time, care and love to make a high-quality product for each individual order and can have multiple people involved in the process, from measuring and cutting the fabric, to sewing along with costs of the materials itself. We are also not a huge facility overseas with higher economies of scale, and we source higher quality materials that we purchase in smaller quantities, so our production costs are higher.
PRATIKSHA: How can brands balance expanding their fashion business while also aligning their values to a ‘buy fewer but better’ principle?
JACQUI: I would love to release more designs more frequently, but I also don’t want to come out with a 10-piece collection every month just to encourage customers to buy more. Instead, our smaller collections allow us to again build closet staples for our customers that they will cherish for years and wear them in different ways. Since our items are made to last and designed well, out products lends themselves to the ‘buy fewer but better’ principle and it’s something again that we encourage and stand for. Also, I think hiring local – whether that’s workers or seamstresses, is the first step. Provide employment locally and with flexible hours. I probably will never outsource to a big factory and I enjoy being more hands-on and building a team where we work closely and collaboratively. Since I know all of our workers, I know that all of our items will be made with the same love and care that I would put into our items.
PRATIKSHA: How do you embody the fewer, better ethos?
JACQUI: To be fair, I have never been a big shopper but when I do buy, I will invest bit more into it if it’s made well. I’ll wear something until it’s worn out – like, I bought these more expensive but high-quality winter boots several years ago that has lasted me until now. Instead of getting $50 boots every winter and having to throw them out, I have continued to use and love this purchase for years. I also love hand-me-downs and I love going through my sister and aunt’s closets for ‘new’ items and vice-versa, giving clothing a second chance. Growing up and learning about climate change and how plastics are everywhere in our oceans and landfills – it’s always grossed me out and I feel badly for contributing to it. Whether it’s through personal decisions or as a business owner, I always look for ways to minimize my impact on climate change and buying fewer but better aligns with this.
PRATIKSHA: Consumers are overwhelmed by choice and the ‘newness’ of clothing. How can consumers practice slow fashion?
JACQUI: Yes! If I can recommend one change, it would be to invest in at least one staple piece that you could dress up or down and can wear with 10 of different outfits, instead of buying 10 different outfits. Also, look out for washing instructions. Buy quality things that will not fall apart, take care of the clothes you already have! Also, second hand or clothing swaps are a great way to get something new to you but keep a garment out of the landfills.
Pratiksha Gurung
