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The Canadian Tuxedo
21 Plays1 year ago
Hot or not: The Canadian Tuxedo? Noah and Katherine discuss the history and influence of double-denim, the intersection of tech and fashion, and, of course, how the JF business stays on top of it all.
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Transcript
Introduction by Noah and Catherine's Role
00:00:01
Speaker
Hello, everybody. Welcome back to the commute. I am one of your few hosts, two hosts. Well, I'm your host today. My name is Noah. My pronouns are he and him. Um, I am super excited about this one. So I have my friend Catherine with us. Hello. I want to introduce yourself. Yeah, of course. My name is Catherine. My pronouns are she, her, and I am the senior manager treating at Joe Fresh. Love it. Love it. So pulling on my heartstrings, my old stomping ground. We worked together all the time. We did. We did. We worked very closely together. Very closely together. Um, the second person to work with me on a profitable business. Yes. Yeah. So you have that. You should always put that on any resume. Yeah. That was definitely a big feat. 100%. And we did it together and we're doing something else together. Yes. Very happy to be here.
Overview of Podcast Themes and Joe Fresh's E-commerce Growth
00:01:01
Speaker
At the commute, we try and cover everything like relevant to the four walls of LD. And when we were thinking about something like, you know, how do we talk about fashion? Joe Fresh is one of our e-commerce businesses. um It is a very fast growing business. It's about a great team. It's got a new great leader. It's got some new great faces like yourself. um And, you know, we didn't just want to talk about like why Joe Fresh is cool, right? Or where it's come from.
History of the Canadian Tuxedo
00:01:29
Speaker
um We want to talk about fashion. And I know you have an eye for fashion.
00:01:33
Speaker
So I thought we, you know, we'll talk about all sorts of fashion, but, you know, one thing that is true to Canada and fashion is the Canadian tuxedo. Yeah. Well, first of all, I have to say thank you for, um, you know, kind of pinging me to, to be part of this conversation. I do love fashion. I basically live, eat, breathe, sleep it. Um, so happy to talk about it at any time of the day. Um, but yeah, I think the Canadian Texedo really is a great kind of a monumental moment for fashion.
00:02:08
Speaker
um you know When you think about how it's evolved in denim, do you know the um the history of the Canadian tech meetup? When I came up with the this idea of it, I looked it up, and but why don't you tell? ah Yeah, so interesting story, a little bit different than, you know, not really what I was expecting. So essentially it dates all the way back to the 1950s. There was a musician, Bing Crosby, who i went to go check into a Vancouver hotel i'm in a denim shirt, denim jacket, just like I have on today. um And he was turned down because he was underdressed.
00:02:44
Speaker
because back then, um you know, denim was very informal, um not up to dress code. It was like the worker person. Exactly. um And so Levi's heard of this, thought they could turn it into a great PR move, sent him a custom ah Canadian suit or denim suits and dubbed it the Canadian tuxedo has a little bit of a snub to um You know the Vancouver hotel and and where this originated from and I think from there. It just really took off Yeah, um and I think it it it really is a good example of how fashion evolves um You know and as you mentioned it really at that point was something of of the working class. It was very common and among miners and railway workers and um you know really kind of that blue collar.
00:03:34
Speaker
type job. And as time progressed, we've seen how it's evolved onto the runway. um You know, we've seen celebrities wear it. And we were talking a little bit earlier about the big moment Britney Spears and Justin Timberlake had at the AMAs and their full Canadian, Canadian tuxedo look. And um I think since then, it's really kind of just grown in the fashion world.
Social Media's Impact on Fashion Brands
00:03:59
Speaker
And it's really walk the line of kind of a fashion faux pas or and something that's like e ah for ah effortlessly
00:04:09
Speaker
um so I don't like it. Exactly. So you know what? I thought this was a Good Friday outfit. Yeah, um yeah you know, very effortless, very comfortable. yeah um But yeah, I mean, it's it it really is the bread and butter of people's wardrobes. Totally. I'm not going to lie. I thought I had a denim shirt and I was going to I know you left me to take the spotlight today. That's okay. You wear the spotlight well. um Yeah, it's so funny, like, thinking back to, like, that iconic Britney and Justin picture. You know, and it's funny, like, how you think about fashion and how, like, it changes often. um And I look back and they're like, i when we were kids seeing that, it was so cool, right? They were just two icons wearing complete denim,
00:04:58
Speaker
and I don't know about you, but I look back at that and they look ridiculous. Oh, my gosh. I think they were marked like we're stressed or something. Yeah, and probably. Probably. Yeah. but um No, but but, you know, it really does kind of shift with with cultural shifts that you see. Right. and And you think about there was a time when you can wear denim to work. Yeah. Right? and And now you can wear it to an interview. And I don't think your people bat an eye to it, right? True. And so you think about how fashion evolves with culture and how you know now now that social media has become such a big thing, think about how fashion has evolved um in this new world of of social media, right? Yeah.
00:05:43
Speaker
um And I think it really has changed the way that we not only shop, but how we engage with fashion, how we participate in that world, um you know, and how we look at trends, how trends are formed. I think that's a really so interesting point and I probably a good transition to another, like another top up around fashion. um You know, social media to your point has completely changed the way we shop, period. Forget about clothing, yeah right? ah But before social media, it was either magazines or actual run
00:06:24
Speaker
Yeah. um And those are they're not a thing of the past, but they're they don't carry the same relevance. and It's amazing how like you have influencers that you know are not fashion models or would not have been considered to be a fashion model. 15, 20 years ago, but now have more influence than some of the biggest fashion models in the world, right? Yeah. um And then you know if you think about some of those influencers, like what's your summer experience? like You've been close to some of these big launches on Joe as a buy.
00:07:01
Speaker
but I mean, you you know, maybe talk like, what are your thoughts on like how social media impacts clothing um and people's want for it in a moment when it's influenced by. and Yeah, I think that's such a great question. And with Joe Fresh specifically, you see the power of the influencers, you see it with Jillian, and you see it with Valeria, you've seen it, ah we just had a Jesse Crookshank launch. The power that these people can bring to a collection is just, it's amazing. yeah um and And I like to really think of social media as kind of a virtual runway, is kind of what it's evolved into.
00:07:41
Speaker
um And I think where people really engage with it is it's authentic. You can find someone that you can relate to. And I think at some point the runway was up here and it was almost attainable, right? And and we see that a lot. It doesn't always trickle down to the mainstream, but with social media, it makes it more within reach. right and And not only is there just so much variety out there and so much that you can see, but I think that people can really engage with it because um they can see their self in it. And I think that that is such a powerful tool yeah um and you know retailers see that. like I
Influence of Technology on Fashion
00:08:24
Speaker
think
00:08:25
Speaker
Definitely, I read a stat, and and I don't know, it's probably even more than this now, but 70% of retailers use social media to market, especially in the apparel world. Absolutely. um it It really just is so powerful, and not only that, the ability to go click buy is so fast. you ah yeah I think the one thing that i I've always said it in like the when people would ask or question like someone like Jillian Harris, but I don't think it just speaks to Jillian Harris. Jillian Harris just does it very well with a very big audience, but yeah they they check two boxes.
00:09:00
Speaker
And if you could check both boxes a meaningful way, um one is aspirational um and the other is inspirational, right? So, sorry, relatable, not inspirational. So relatable in the sense that, you know, if you think about a Jillian Harris, she plays that, you know, the parent card, right? Like what it is to be a mom. ah children and you know the way she decorates her house, there that's very relatable, right? But she also lives this lifestyle that like people aspire to be as well. And she checks that box, or both boxes, extremely well.
00:09:36
Speaker
um And i so like I think that's where like finding those right social media influencers to push your product. And I think you would agree, Joe Vash has done a great job. Oh, yeah. Amazing job. And we're always on the hunt for finding someone that fits um you know our messaging and our core values. And I think like we've got such a great marketing team and PR team that finds these amazing people. um And we do a really good job of, I think, bringing those messages to life. Yeah, honestly, I would say they're industry leaders in the country. Absolutely. Yeah. Absolutely. So, at LD, we're very tech savvy, right? um Technology is playing such, it's playing more and more of a role in fashion, right? So like, the first thing I think about is like how the, like the Apple,
00:10:27
Speaker
no I don't wear one, but a lot of people do. Um, and you know, if you think about some of like how some people wear like a purse almost that holds your phone, you know, these all become fashion state. What's your, what's your take on how technology and accessories are overlapping? Where do you think it's gone? Yeah, I think this is such a cool question and I think we're only really just at the surface of it. um As you mentioned, yeah, you see it with the Apple Watch, you see it um with phone cases. I've seen Hailey Bieber has used her product in the back of a phone case for her lip gloss so that when people are taking selfies, she's got her product there, right? Like there's just so much opportunity, um you know, as meta comes out with these
00:11:14
Speaker
eyeglasses, right? That's going to be a huge thing. And and that's just around the corner. um But the fact that technology has become wearable yeah and, you know, actually working its way into fashion is is really cool. um But, you know, bigger than that, I think that there's so much more that is yet to evolve in terms of like how fashion is even designed and and what it means for the fashion world when you start to think about A.I. um you know opportunities for 3D printing or ah made to measure clothing right and in the accessibility of that. like There's just so much I think that right now, I mean i can't even fathom right because there're just the possibilities are endless. um But in terms of how that is going to translate in fashion is something that I'm really excited to see and I think that it's really something that is not too far away.
00:12:08
Speaker
So, no, I totally agree. And I'm very curious to see where it goes. There was one dad on my son's hockey team who wore one of those heat-powered jackets. Have you ever seen that? No, I actually have not seen that. It looks like a typical puffer. You push a button and the button turns on itself. I guess if you're a hockey parent, Yeah. Well, I've got two boys. So, so maybe down
Favorite Joe Fresh Purchases and Emotional Connections
00:12:39
Speaker
the road. Yeah. Um, so we talked about Joe fresh a bit, but you've been, so you've been an LD now for how long was it? Like eight? Yeah. How about that now? And it was at Joe previously. Yep. Hence the P and L profitability. Yes. Um,
00:13:00
Speaker
In your time here, what has been your one favorite piece of clothing and why? Oh my gosh. From Joplin. the I've bought a lot from Joe Fresh over the last couple of months. um I was kind of joking about it with Melissa because we keep buying the same things. And so we're kind of one step at a time creating like a ah ah similar or identical wardrobe. Same last name. Yes, exactly. I know. Yes, we laugh because Kate, I am the product of ah both
00:13:32
Speaker
Keaton Melissa in terms of our names, Catherine De Silva. So um yes, we make a strong United team, that's for sure. But um no, these jeans actually I bought recently, these are so cool. They are like a dual tone, right? So these are Joe under $30. ah You can't beat it. You can't beat the price. um And these are just, they're so chic. So I mean, check these out online. these This is something that I really, really like them. um We've got, um we had this Friends of Joe Fresh campaign launch that had some really, really nice ah but products in it. And so there was this utility jumpsuit I bought recently. And have you ever put on an outfit that you're like,
00:14:21
Speaker
like a good outfit, like a good one. what yeah like you you you know And you walk in and you're like, I feel good. And you kind of get that boost of confidence. And you know really, that is one of the reasons why I really just love fashion, right? It can gives you that. like It's so powerful. um But anyway, you know I put that on. I'm like, I love this. i like It you know kind of really gave that hop to my step that the the day that I wore it. And so, um yeah, no, that definitely is one of my favorite pieces. I love that. I love that you ah even bring that up. It reminds me of something that I used to work for Macash. Are you familiar with that? Yes, Macash. And so it was a family owned business and the um the designers, creators, were they were part of the family. But they were like, we were we were pretty tight.
00:15:17
Speaker
And I remember ah one of the designers said something to me that it's always stuck. And it was, you never judge someone by the clothes they wear or the music that they like because it makes them happy. And that just reminds me like exactly what you said. like Put on that outfit that just makes you happy. yeah Doesn't matter what it looks like as you're happy. And I think that's one really cool thing about fashion in itself is that everybody tweaks it a bit to make it their own. Yeah, you know and I actually thought about this. like It is so unique.
00:15:51
Speaker
that there's no one in the world that will wear the same thing as you every day. like There's everyone's style throughout their life is so unique. And it really is such an extension of yourself and how you show up every day and and you know how you present yourself to the world. like It really is such an art and it's so cool. um And there's there's just so much authenticity to it, um which is you know one of the reasons why I'm just so passionate about it. like it just It's always changed. It's never boring. No. It's never boring. Only if you make it boring.
00:16:23
Speaker
Exactly. yeah um But yeah, even you know as we talk about my some of my favorite purchases from Joe Fresh, I have a lot of stuff that I have bought for myself, obviously, over the years. um But I think I have to say my most sentimental purchase is when I found out I was pregnant with my daughter, so my my first child, the first onesie I ever bought was from Joe Fresh. Aw, look at that. So very sentimental. So I have to say I had to circle back to it because that is actually my favorite purchase because it has obviously sentimental value. um But yeah, I mean, there's there's a lot to choose from.
Rationalizing Fashion Investments
00:17:07
Speaker
What about you? Your sequin? Definitely. Definitely. That's not. says that That's actually not a joke. Oh, it's not. Oh, no. OK.
00:17:15
Speaker
All right. Well, we're going to have to bring that to life. Yeah. My favorite Joe Fresh piece. I still have it. It's probably. I'd say about three years old. It's a, it's kind of like a lumberjack, plaid, fleece type of jacket. Um, initially was like sold as a shirt, but great pay to be a shirt. Um, and it honestly, I think I'd get away with wearing it in Toronto winters, three out of three out of four seasons.
00:17:51
Speaker
ah and it still like It's black, gray with a bit of white. it's like It's kind of classic in time. Yeah, I love that. I always say the best investments are obviously the ones you get a lot of mileage out of, but all one yeah, yeah, exactly. Well, that's how I rationalize all my purchases. Okay. So if I wear this 20 times, then, you know, ah' I'll use that with my husband. Uh, that's a girl math, I guess. Is it where, I don't know. I guess you can't, uh, narrow it down to, no you know, but I hear what you're saying, but if it's a big purchase, I think about like, Hey, like, is it going to come down to like dollars per use or cents for you? Yeah.
Quick-Fire Questions with Catherine
00:18:30
Speaker
Yeah.
00:18:30
Speaker
Yeah. OK. Let's finish this one up. I got some rapid fires for you. OK. Oh, no. I know. I know you said i'm hey they won't they won't be. I have them here. OK. All right. What's your favorite store? Joe Fresh.
00:18:48
Speaker
What time do you usually go to bed at night? 10.30. What's your favorite movie genre? Thriller. Who's your best friend? My husband. Or my mom. What were you afraid of as a child?
00:19:07
Speaker
ah The dark. What do you collect? Clothes. What's your favorite candy? I don't eat candy. All right. Well, Melissa, that was a blast. Catherine. I don't know why I can't think of that. Sorry. Because you heard the syllabus. Exactly. It's easily confused. It's because I imagine I called you K2 now. Oh, my goodness. No, Katherine, that was so much fun. Yeah. Thank you for having me. um Can't wait to be back. We'll do it again, for sure. Absolutely. Thank you. Thank you.