2017
Laïla, our founder, hit publish on June 5 after a year of working behind the scenes to bring her first pieces to life. The months that followed were filled with local markets, word-of-mouth, and building the brand alongside a full-time job.
2018
Our second collection launched that fall. It was a slow start for a self-funded brand. With high production minimums, much of our capital was tied up in inventory, making each new piece a careful decision. This is the year our Aura pants came to life.
2019
A full and exciting year. The brand began to take shape. Our SS19 collection remains a favourite to this day. We moved into our first dedicated studio/showroom and travelled to New York in the fall to present SS20.
2020
We entered the year with a complete collection and travelled to Los Angeles to present FW20. Days later, the world shut down. Because of our local production and small-scale operations, we were able to continue with almost business as usual. With more people shopping online, we experienced significant growth.
2021
We moved into a larger studio/showroom, something Laïla had long envisioned. She hired her first full-time employee just one month before becoming a mother. This season marked a shift in her work as a designer, creating pieces that supported pregnancy, breastfeeding, and postpartum ~ many of which remain core to the collection today.
2022
We introduced knitwear, expanding beyond our local production model and working with new partners. The team grew, and we began hosting pop-ups in our studio.
2023
Our Gastown studio was no longer enough. Now living in a coastal suburb, Laïla felt a growing distance from her work and creativity. Wanting a different rhythm ~ both for the brand and her personal life ~ she came across a small storefront just minutes from home and made a spontaneous decision.
2024
The storefront came to life, built by her husband. It was a big step, but one that brought new energy and room to grow. The team expanded, and so did the collections. This year marked a deeper exploration into deadstock fabrics, with sourcing trips to Los Angeles bringing in new textures and colours. Laïla also became pregnant.
2025
A year of personal shifts. During her pregnancy, Laïla experienced the loss of her mother-in-law while navigating the demands of the business. It became a moment of reflection ~ questioning growth, capacity, and what it all means.
2026
We began the year with a conscious decision to slow down ~ fewer launches, fewer pieces, and more intention. This shift is being shared through Laïla’s Experiment. We also transitioned into a shared storefront model, continuing to explore what a more sustainable pace looks like.
