Q&A: Sisters create brand inspired by the Canadian landscape and the outdoor experience (2024)

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Created in Canada and manufactured in Europe, Parmi LifeWear aims to offer clothing that can go straight from the city to the great outdoors.

“No Frills. No Compromising,” Veronik Bastien, who co-founded the brand alongside her twin sister Michèle, explains of the elevated ‘lifewear’ designs.

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We caught up with Bastien to learn more:

Q: For those who aren’t familiar, what is Parmi Lifewear?

A: Parmi Lifewear is a premium new purpose-driven Canadian brand born in Mont-Tremblant and led by women entrepreneurs with a strong mission to encourage a sustainable path and reinvent today’s market.

Inspired by the Canadian landscape, Parmi is about simplifying the outdoor experience through its selection of premium lifewear essentials that are reliable, versatile, eco-friendly and of the highest quality, and that uncompromisingly adapt to everyday life.

Q: What makes it unique?

A: At Parmi, we intentionally venture off the beaten paths, inspired by a mission to bring simplicity to the outdoor experience. The kind of simplicity that drives you to do more with less; to refine your wardrobe with versatile pieces worth keeping; to stop over-thinking and enjoy your journey to the fullest, regardless of the route you choose.

We are committed to breaking the cycle of overconsumption. No-frills, no compromise; our product offer is clear-cut to help you clear your closet and your mind. Our conscious premium lifewear essentials are crafted with only the finest materials, making them the perfect companions for life — all of it. Strong technical features, minimalist designs, luxurious comfort and an urban attitude are boldly intertwined in a collection that is meant to always keep up the pace. From the mountains to the cities, the rivers to the alleys, our playground has no limits and our product path never ends.

Bridging the gap between outdoor sports and fashion, we strive to be our community’s destination for all things open-air. Whether it’s through sustainable garments or pro-tips, our goal is to encourage everyone who joins our adventure to embrace an active lifestyle so it can be passed on, like our clothes, from one generation to the next.

Q: Who is your target customer?

A: Men and women ages 35 to 50 years old … who have a life in the city and an anchor in nature.

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Q: What is the price range for the designs?

A: Parmi Lifewear is a premium brand characterized by its mid- to high pricing, reflecting its commitment to using only the highest quality materials and its sustainable production path in Europe.

Everything we do is driven by our desire to do more with less. We purposely limit the number of intermediaries in our customers’ journey so we can offer a one-of-a-kind experience,with fair pricing, and develop a direct, transparent relationship with our community.

Our goal atParmiis to give all outdoor enthusiasts the ways and means to embrace our vision:To consume less and to consume better. That’s why we are constantly innovating so that we can provide premium quality essentials that are durable and versatile.

Q: Lastly, where can people check the brand out?

A: Parmi essentials can be found online on parmilifewear.com and at our selected and national distributors such as Altitude-sports.com and soon on Simons.ca.

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