Clothing Brand Experiment—A Case Study

Curiosity Experiment to Successful Eco-Local Clothing Line

a Social Entrepreneur’s 5-year Journey

Overview

Clothing Brand Experiment started as a curiosity project, could you actually entirely produce a garment within the city limits of Toronto in 2008? I set out to answer this question and then launched CBE’s first line at the One of A Kind Christmas Show in Toronto, with sales exceeding $30k over 10 days.

All CBE products were exclusively made within a 50 km-radius of the Geary Avenue studio downtown Toronto. Along with exploring and establishing a local supply chain for CBE, I was interested in creating a line that moved beyond the norms of fast fashion with high quality fabrics that were prewashed prior to cut and sew, and a unisex line that moved beyond standard gender labeling creating instead “classic” and “slim” cuts. Branding remained minimal with a simple side embroidered logo and only emerging local artist designs were ever printed on any CBE garments.

CBE became known as the go to “hoody company” for local focused boutique shoppers and hoody collectors in Toronto. After 5 years in business, CBE wrapped April of 2013 with a packed studio party celebrating all the success over the years. Watch the last CBE video collaboration featuring the "Golden Sweater", a hoody that pays homage to the first ever CBE hoody created and check out all the lines and collaborations on the website.

Problem

CBE was created directly in response to the fast fashion industry and its negative impact on people and the planet. CBE addressed the loss of quality and creativity in the fashion industry and explored quality craftsmanship and experimented with artistic collaboration in clothing production and design.

Audience

CBE engaged with a mix of clientele through tradeshows across Canada and the US, including the One Of A Kind Show in Toronto and Chicago, as well as through studio sales and pop-up shops in Toronto. CBE customers could be described as outdoors enthusiasts, eco conscious shoppers, streetwear collectors, as well as design focused creative types.

Role

January 2008 to May 2013

Social Entrepreneur (Founder, Designer, Producer and Manager)

Process → Outcome

I often describe my experience starting and running Clothing Brand Experiment as my 5-year masters in business and entrepreneurship.

Social Entrepreneur →

Developed production networks sourcing exclusively local GTA manufacturers and wholesalers for clothing production

Initiated and facilitated multiple collaborations with other businesses, collectives, nonprofits and community partners

Founded business →

Completed a business plans

Secured start up funding and financing

Established strong local supply chain working relationships

Initiated sales across Canada & US up to $150k annual

Lead creative direction →

Developed brand identity and profiles

Created seasonal product lines from concept to design and production to sales

Produced a series of videos and media content for marketing and promotion

Management →

Managed and developed staff and intern teams seasonally

Managed manufacturing and distribution, along with all sales, marketing and communications

Managed all logistics for retail and wholesale tradeshows across Canada & US (Toronto, Chicago, Calgary, Edmonton, and Vancouver)

Responsible for all customer service

Managed all financials including estimates, projections & actuals