The three founders of the Vancouver-based men’s-wear brand James Coward don’t consider themselves part of the fashion world. Rather, Daniel Garrod, Aaron Gray and Joseph Walia talk about being in the apparel business and producing locally-made, small-batch, timeless garments over trend-driven clothes. “We don’t believe in the seasonal consumption model,” says Garrod.
Since 2015, James Coward has steadily achieved important milestones, first expanding its product offering, then being picked up by influential stores and launching an ongoing collaboration with storied British shoemaker Tricker’s. Garrod, Gray and Walia credit their success to shoppers’ growing preference for brands that emphasize robust materials and construction such as British designer Margaret Howell or Japan’s OrSlow.
James Coward’s sales strategy is focused on developing its web shop and partnering with stores that share its indie sensibility, including C’H’C’M’ in New York, Maidens Shop in Tokyo and Neighbour in Toronto and Vancouver, which also carries Henry’s. At Neighbour, the labels hang alongside a considered selection of high-end brands including Bode, Lemaire and Stephan Schneider. Owner Saager Dilawri believes his edge is being able to communicate a specific point of view.
Smaller Canadian brands that understand industry shifts seem better positioned to stay ahead of the curve.For Hutcheson, indie players succeed because they are adept at providing the personalized experience that consumers are craving. “[People] want to feel as if they’re included, that they’re being treated individually,” she says. “Ultimately, one of the biggest challenges of the established guys [is that they] confuse customers because they’ve had so many pivots in their strategy.
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