DESIGNER STORY
At twenty years old, I said goodbye to my friends and family and drove the 5,000 km that separates Québec City from Vancouver, BC. to follow my dream to pursue a career in fashion. I spent the following year studying the ins and outs of the fashion industry, and when I should have been ready to jump into the career I always wanted, I instead felt lost and misled. I had come to the sad realization that the fashion industry was not as glamorous as I once thought.
I was now aware of the horrifying conditions garment workers are subject to. I knew that, as consumers got into the habit of throwing away the cheap and low-quality clothing they now bought on a regular basis from brands like Forever21 and H&M, clothing waste and other environmental issues were on the rise. I could not see myself contributing to this damaging industry, so I moved on to a different career path.
Four years later, a single weekend changed my outlook on my old dream. Helping a friend with a purposeful fashion project made me realize that I could still have the career I once desired, I simply had to be willing to change the rules of the industry. So I got to work and dreamed up of a clothing line that would reflect not only my personal aesthetic but also my ethical and environmental values.
I named my clothing brand after my dad, a man whose light burnt far too soon. harly jae means Jess on his Harley Davidson. It symbolizes freedom from outdated beliefs and societal rules that have been imposed on us. It reminds me to go after my own path and most importantly to enjoy every bit of the journey because we don't know when it can be all taken away.
A lot has changed since I founded the brand in 2017, yet its roots remain deeply personal. Today, I’m fortunate to be surrounded by a team of four incredible women who share my vision and dedication. Together, we’ve navigated the challenges of growing a small business, from balancing motherhood and entrepreneurship to opening a retail storefront—something I never thought possible when I started this journey alone.
The world of fashion has shifted dramatically since I first began this journey. What was once a niche market for ethical fashion has grown, bringing both opportunities and challenges. It’s been rewarding to see more people embrace thoughtful consumption, but navigating this evolving landscape hasn’t always been easy—especially as big brands adopted the language that originally set small, ethical labels like harly jae apart.
Over the years, we’ve evolved alongside our customers, listening to their needs and celebrating their multifaceted lives. When the post-pandemic world left us all craving a little more joy and vibrancy, we introduced colourful deadstock fabrics into our collections. We’ve also designed versatile pieces that adapt to milestones like pregnancy and beyond, ensuring that harly jae can be part of every chapter of life.
In building this brand, I’ve come to see fashion as more than just clothing—it’s a way to connect, express values, and live intentionally. Every piece we create carries this intention, adding not just beauty to your wardrobe but meaning to your life. I hope our clothes can accompany you on your journey to discover yourself, empower you to pursue a curated lifestyle, and live slow and intentionally.
Sincerely,
Laïla