Creating a line of durable clothing that can be adapted to all outdoor activities and that can also be worn when going out in the city was the challenge faced by sisters Michèle and Véronik Bastien. This is how the Parmi Lifewear company was born.
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“We have always been active in the outdoor and multisport industry in recent years,” explains Véronik, co-founder of the company. During the pandemic we have seen an increase in products but also interest in all things outdoor and more. »
The two sisters wanted to bring a different approach to market by simplifying the apparel offering and consumer experience.
“Simplicity was essential for us in a world where the market is crowded,” says Véronik. We have decided to create a range of multipurpose clothing, be it for an adventure in nature, for fishing or to wear around town, for example going out to dinner with friends. This mindset has always been behind the development of our products. »
For the consumer, it’s a winning formula. “We think there’s an advantage in having more durable and versatile clothing,” she adds.
ECOLOGICAL THINKING
Another goal of the Bastien sisters was to develop environmentally conscious habits among consumers.
“We sincerely believe that the way we have designed our products encourages consumers to adopt an environmentally conscious attitude. For us, in 2023 we had to find a way to contribute to this eco-conscious mode by offering our customers sustainable products that would make them change their buying habits,” says Véronik.
Photo courtesy of Among Lifewear
Here’s a good example with this casual raincoat.
It is certain that this mindset will reduce overconsumption of clothing. People multiply their purchases for each of the activities they want to carry out, while with Among Lifewear clothing they have more of one garment suitable for multiple activities.
The main difference is that the young company’s clothing is not categorized, as is the case with many manufacturers. They are versatile.
THE PRODUCTION
No matter what outdoor activity we engage in today, including fishing, we want clothing that works just as well in the city as it does in the woods.
“To make our clothes, we use different materials like merino wool,” says the co-founder. With a polyester blend we can create very versatile fabrics that breathe and dry extremely quickly. In our opinion, this is ideal for multiple uses. […] Our clothing is suitable for all uses, including a breathable raincoat, which is rare on the market. »
For the production of the clothes, the sisters decided to work mainly with a factory in Portugal.
“We wanted the quality of the confection and the ease of delivery of the raw materials. We also found there an environmental awareness and a mindset about sustainable development that perfectly matches our mindset. »
▶ To learn all about Among Lifewear’s range of quality clothing, visit the website at lifewear.com
▶ At the moment the sale is only via the Internet. Stores will soon be opening in Quebec.
