This post is in partnership with VALLIER. Article and images are Flanelle's exclusive content.
What does it mean to be a sustainable label in 2022? Such a maze is created around the concept of sustainability. With the need to become more conscious about production and consumption, we are submitted today to an avalanche of sustainable-oriented content. It becomes harder everyday to understand the real matters and challenges behind this concept. Because nothing in life is easy, we even now have to be aware of the increasing greenwashing strategies operating among the brands. The overuse of sustainability has led us to the point where it is vulgarly exploited to sell more. Although defining sustainability is never a simple process, one thing needs to be considered a priority: the consistency in words as in actions. Brands can promote a message full of intentions and promises, nevertheless what matters are the actions they engage on a daily basis. Too often both concepts are in contradiction instead of being symbiotic. You have to search further into industries to find brands that actually are able to provide consistency – in their words and actions.
By betting on transparency and quality, the Montreal-based fashion label VALLIER is designing clothes that are timeless and are the foundations of any wardrobe. “Our journey to sustainability is a work in progress” they state. It is not a question of knowing it all and being irreproachable. It is more about being conscious of environmental issues and working towards improving. Nothing in VALLIER’s clothes is considered as unnecessary. Everything’s made to cover the essential. “Our apparel is highly functional—each element exists with purpose, resulting in aesthetics without unnecessary components.” The key for the label is to engage in responsible production practices and according to Isabella Vinuela – in charge of the material sourcing for VALLIER – it starts with the fabrics and local production. Since their AW21 collection, the label has doubled the number of items produced in Canada. They are also using multiple fabric certifications such as GOTS (Global Organic Textile Standard) or GRS (Global Recycled Standard). When products are not made on a local scale, VALLIER is openly informing consumers about the provenance. Transparency is not something they are afraid of – and it is because they don’t have anything to hide regarding their production chain. For instance, part of their collection is made in Asia because of their expertise in techwear. Quality is a value that extends to VALLIER’s collaborators – they share the same missions and visions.
VALLIER carefully sourced their fabrics but not only. To be able to push sustainability even further designs are made to last. For them it is important to “steer away from the trends of the moment to focus on bringing our community quality garments that are meant to be worn season after season.” The core mission of the label is to be able to provide items that are not restricted either by seasons or by trends. By producing clothes that are essential to the wearer, they are able to develop different collections and lines that are even gender-fluid. Their Spring/Summer collection is designed for emphasizing a gender-neutral approach “which can suit a range of body types and allows for more flexibility in dressing for our community” as they explain. This last collection comes to reinforce the existing aesthetic of the brand which can be defined as the fusion of “ innovations of outdoor technical clothing with everyday urban essentials.” To support this role, VALLIER also introduced this season new categories such as accessories to facilitate the consumer’s journey this summer. From bucket hats to travel pouches, the pieces are always allowing the wearer to go for the essential, notion superfluous.
Circling back to VALLIER’s collaborations, the label recently teamed up with the cycling Italian brand Castelli – a leader in its field. They released a 11-piece collection together. “The collection features cycling jerseys, a bib short, a long-sleeve top and wind-cutting vest, and accessories made in Italy. ” The collaboration is an interesting illustration of the combination of cycling innovations and lifestyle in the city. The collection is designed based on the pursuit of elegance and precision. Cycling-wear segment is dominated by the label Castelli – founded by tailors a century ago. As experts, they were able to work with VALLIER to bring a more urban-oriented aspect to pieces. To serve its community at the best, VALLIER adapts the most efficient outerwear technologies to their lifestyle. On the Montreal scene it has attracted the attention of a strong and important community – mostly working in the creative fields.
By caring as much as its community as to the quality of their clothes, VALLIER is a label that aims to defy trends and temporality to create clothes that last and aligned to the wearers’ lifestyles. “VALLIER is all-weather apparel for better urban living.”
Clothing : Vallier
Photo : Garrett Naccarato @ VSUAL DPT
Stylist : Maude Sen
MUAH : Emy @ Folio
Model : Tsend @ Folio
Creative Direction : Flanelle
Text By Koura-Rosy Kane
