Sustainability is the future of fashion, and ecova is paving the way forward.Ìý
Founded by Stéphanie Beaulieu, ecova brings sustainability and ethical production to the industry, with storytelling at the forefront. In this exclusive interview with its founder, learn the story behind ecova and the key to its success.
You're meticulous about selecting sustainable textiles for your collections.
How do you approach fashion beyond fast fashion trends, and how can consumers be encouraged to adopt a similar perspective?
ecova has never chased fast-fashion trends; we focus on creating timeless styles that transcend seasons. An increasing number of consumers are moving away from overconsumption, opting for pieces that offer lasting quality and timeless appeal. By prioritizing high-quality products, ethical choices and transparency, we aim to empower our customers with the knowledge to make thoughtful choices. This approach encourages them to ask questions about their purchases—questions they may not have considered before—fostering a deeper connection to what they wear and its impact.
Your latest collection, Le Classique N.1, is the first bag collection made with MIRUM® to be manufactured in Canada.
You have done an excellent job of weaving innovation into your garments; how do you see ecova innovating in the fashion and business worlds?
At ecova, innovation is about fostering a deeper connection between consumers and their purchases. We want to set a new standard for transparency in fashion. We aim to build a community of informed consumers who appreciate the craftsmanship and care behind every piece they own. By sharing comprehensive insights—through detailed information or behind-the-scenes videos of our production processes—we give our customers a unique opportunity to connect with the material as well as the people and practices that bring our creations to life. This transparency inspires a stronger sense of value and attachment to each purchase.
What compelled you to produce your latest collection of bags domestically compared to your last collections?
Every ecova collection tells a unique story, guided by purpose and thoughtful decision-making. We carefully consider the origin of our products, seeking to honour heritage, craftsmanship, and sustainability in every step of the process. Our first collection was produced in Italy, a country renowned for its expertise in recycling cashmere. Since there are no manufacturers weaving cashmere in Canada, it made sense to partner with a family-run manufacturer based a few miles away from the eco-cashmere producers. This approach avoided unnecessary waste and preserved the craftsmanship of a community that has honed its skills for centuries.
Our second collection—a line of regenerative organic cotton tees—was made in South India through a collaboration with the Oshadi Collective. In an industry where only an estimated 2% of workers receive fair living wages, this partnership was about more than just sourcing materials; it was about championing change. Oshadi’s seed-to-sew supply chain and ethical practices, led by Nishanth Chopra, reflect a commitment to sustainable fashion. To highlight the artisans’ contributions, we embroidered their names on the left sleeve of each shirt and shared their stories in a video on our website. Transparent pricing further underscored our values, showing exactly how much of the cost supported fair wages for these artisans.
For our latest collection, we introduced MIRUM®: a biobased alternative to animal leather, made in Illinois without plastics. While most brands send MIRUM® in Asia or Europe for production, we were determined to keep the process domestic. After months of collaboration and testing, a Canadian manufacturer—renowned for its expertise in leather craftsmanship—adapted their processes to bring this innovative material to life. This local partnership not only reduces our environmental footprint but also showcases the adaptability and excellence of Canadian manufacturing.
There’s often a perception that sustainable businesses must compromise profits to maintain ethical and sustainable manufacturing practices.Ìý
Have you faced this challenge, and if so, how do you balance profitability with sustainability in decision-making?Ìý
The idea that sustainable businesses must compromise profits isn’t just a perception—it’s often a reality. In traditional fashion models, it’s not uncommon to see products sold at an 800% markup, which raises serious questions about quality, environmental impact, and the treatment of workers involved in the supply chain. This model prioritizes profit above all else, often at the expense of ethical practices.
At ecova, we’ve embraced a different approach. While this sometimes means operating with lower margins, it allows us to stay true to the core values of our brand—quality, sustainability, and transparency. For example, our Badge of Honor tees might cost more than some expect, but when we explain the pricing—highlighting that $36.46 from each shirt directly supports artisans earning fair wages—it resonates with our community.
Consumer trends show a growing demand for transparency and ethical practices, and we believe this shift will only strengthen over time. By balancing profitability with sustainability, we create a model that respects the planet, the people involved in our processes, and the trust of our customers. It’s not just about making a sale—it’s about building a brand that customers can believe in.
You represented ecova at the United Nations STI Forum in May 2024 and are now recognized as part of the UN Fashion and Lifestyle Network.Ìý
What does this recognition mean to you as a founder?
Being part of the UN Fashion and Lifestyle Network is both an honour and a responsibility. This recognition underscores ecova’s commitment to driving positive change in the fashion industry, and it’s incredibly rewarding to see our efforts acknowledged on a global platform.Ìý
The most exciting part is the opportunity to learn from and collaborate with other members who share the same values and vision for a more sustainable future. The exchange of ideas, expertise, and best practices inspires us to push ecova further and explore innovative ways to make sustainability an integral part of the industry. This recognition is a reminder that the work we do as a brand extends beyond fashion—it’s part of a larger movement toward global sustainability.
Le Classique N.1 was featured in British Vogue. What excites you most about sharing your products with the world?
What excites us the most about sharing our products with the world is the opportunity to showcase not just the designs, but the values and vision behind the brand. With Le Classique N.1, we’re not simply introducing a luxury accessory; we’re inviting consumers to embrace a new way of thinking about fashion—one that prioritizes sustainability, craftsmanship, and longevity.
Being featured in British Vogue amplifies this message, allowing us to connect with a global audience who appreciates thoughtful design and is eager to learn about the story behind their purchases. It’s incredibly fulfilling to know that our work can spark conversations about fashion’s impact and inspire more people to value quality and transparency.
With three successful collections launched, how do you envision ecova scaling in the future?
We envision ecova scaling slowly and intentionally, staying true to our philosophy of slow fashion. Growth doesn’t have to mean sacrificing the DNA of a brand, and we firmly believe in allowing ecova to evolve at its own pace. While the possibility of partnering with investors is exciting, it’s crucial to ensure the timing and fit are right. Many brands that scale too quickly lose sight of their original purpose, which is a risk we are not willing to take.
People often highlight new brands that seem to scale overnight, but a deeper look usually reveals years of groundwork before they reach widespread recognition. Slow, steady growth allows a brand to build a strong foundation and ensures continuity over time.
For ecova, every collection has a purpose. Moving forward, we’ll continue to refine and expand on what we’ve already created, introducing new items with the same materials and thoughtfully launching new collections when the timing aligns with our values.
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Photos: DS Sanchez