Seed focuses on independent designers, artists

You won’t catch Regina fashion designer/boutique owner Lisa Wicklund looking for designers at a trade show. No siree. That’s just not her way. Instead, the owner of Seed Sustainable Style – who describes her store in Regina’s Cathedral area as “a quirky little boutique” – crisscrosses the country doing studio visits. Wicklund only carries fashions, jewelry and accessories created by independent Canadian designers and artists, who are both environmentally and socially conscious. She said she gets to know each of the designers personally. In turn, she is able to work with designers who are a good fit and share her approach to fashion? to offer consumers unique sustainable designs mulberry. The young designers whose work is showcased at Seed are not household names – “yet, ” Wicklund said. But the exposure helps them become recognized and build their business. When searching for fashions to carry in her boutique, Wicklund said she looks for craftsmanship, and how the pieces are produced. “I’ll only carry things that are produced in the studio by the designers themselves. There’s no mass production, ” she said. “I pick up new designers every time I travel. ” So the number of designers featured at Seed is constantly changing. Currently, it’s about 30. Seed also carries vegan skin-care products and a hair-care line, as well as eco-certified organic makeup. Seed caters to “a very specific type of consumer, ” Wicklund said, adding that her boutique is not competing with big-box retailers or popular mass-produced brand names. Instead, it targets “forward-thinking consumers who support a sustainable lifestyle” – people such as Regina teacher Karyn Hallett. “It’s a totally different kind of shopping experience, ” Hallett insisted, as she darted in and out of the dressing room, relying on Wicklund to help her build a post-maternity-leave wardrobe. “I love it because of the quality of the clothes, ” she said. “When you go to mainstream kinds of places, the clothes don’t seem to last as long. So, the quality and the fit is better. ” “And I like getting something that’s just different – fashionable, but different. If it’s funky and fits well, this is the place to be, ” she said. While she realizes she could buy clothes for less elsewhere, Hallett said she’s prepared to pay a bit more for well-made fashions that fit well. “And it’s neat to know that you’re buying Canadianmade things – If you want some really artistic, funky pieces, Seed is the place, ” she added. “I’m looking for things that make me feel confident and comfortable and fashionable at the same time. ” 

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