Simply Suzette — Changing the Denim Industry, One Pair at a Time

A wonderful selection of sustainable denim.

1. Tell us a little bit about yourself and your brand. Is it just you behind everything? How long have you been in business and where are you located?

My name is Ani Wells, the owner and founder of Simply Suzette.

Simply Suzette was created as a hub for sustainable denim brands, so conscious consumers could shop for denim guilt-free.

I have always been in love with denim. Since grade six I’ve been accumulating my collection. But, once I learned how bad denim production, in particular, was for the planet and the people making them, I knew something had to change or my favourite garment might cease to exist in the future.

That’s when the idea came to me, and thus set out researching the best brands I could find.

I started out on my own and am still a one man show since I launched on April 21st, 2018. I am an e-commerce boutique, based in Toronto, Canada, however, I do hold monthly pop-ups where I get to meet all of my beautiful clients.


2. Of all the products you sell, what’s your personal favorite?

My personal favourite category that I sell is the vintage denim. I love vintage denim and am very passionate about it. Every piece is one of a kind, unique, and has so much history to it. Every pair tells a story. I personally don’t even care if a pair is stained. I think it adds to it.


3. Name a brand you love, other than your own. Why do you love it?

I love the Korean brand SJYP for their approach to denim. The lines are very clean, yet adventurous, and I am very inspired by their designs.


4. Tell us something that most people don’t know about the fashion industry.

Most people don’t know that the fashion industry is one of the most polluting industries in the world, with denim being one of the worst garments to produce. It takes 2000 gallons of water to make one pair of jeans. Yes, just one pair, and thats besides all of the chemicals and unethical labor practices that go into it, as well. Traditional techniques for producing certain washes of denim put workers lives in danger. I am trying to bring more awareness to these issues and creating a place for people to shop where they don’t have to give up aesthetics for ethics.


5. How do you see the future for ethical and sustainable fashion?

I see a bright future for ethical and sustainable denim. I have found that Europe is more advanced than North America in this sense, and we tend to lag behind their trends. So, that means we can only go up from here, and we do see a lot of emerging designers where sustainability is at the forefronts of their designs.


6. Have you personally achieved your perfect wardrobe? If not, what do you need to improve on?

I am far from achieving my perfect wardrobe. I have been working on creating a capsule wardrobe for about a year now, but still need to create the right formula for myself! I am also denim obsessed, as you can probably tell, and always find myself buying vintage pairs for myself.


7. Any particular future plans for the brand, that you could reveal for us?

I am very excited to see how my brand is unfolding, but I do have some future plans that are very exciting for me! I am going to start a blog called Diligent Denim, like the hashtag #DiligentDenim I created. It will cover everything on sustainable denim, as well as my sustainable denim journey. It’s hard to completely switch to a fully sustainable lifestyle and I want to show people that it is a journey and it doesn’t happen just like that. I will also be covering the newest trends in denim, and as always, the classics to complete a capsule wardrobe.

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