Welcome to ‘Behind the Brand’, a captivating blog series where we unveil the stories and faces behind the diverse brands nestled in our new, permanent location “the edit”, presented by Style Canada, in the picturesque town of Niagara-on-the-Lake.
Join us as we journey through the heart and soul of each brand, exploring the inspirations, challenges, and triumphs that shape their unique identities. From local artisans to international labels, get ready to discover the vibrant tapestry of creativity, craftsmanship, and passion that defines our curated collection of brands. Stay tuned as we take you behind the scenes and introduce you to the captivating narratives behind each brand, one story at a time.
Meet Lily and Anela, the Faces Behind LI/NE
IG: @linebags.to
Could you tell us a bit about yourself?
photo provided by: LI/NE
We’re Lily and Anela, a mother-daughter duo based in Toronto. We’re committed to reducing waste by collecting retired boat sails and upcycling them into stylish and functional bags. The name LI/NE is actually a combination of both of our nicknames Lily (Lilliana) and Neli (Anela) and the brand is an expression of our combined love of sustainability, design and making beautiful things!
Share the story behind your brand.
The idea for the brand started several years ago when Anela took sailing lessons in Lake Ontario. She was inspired by how beautiful the sails were and found herself wondering what happened to them when they reached their end of life. This question came naturally because she’d previously worked for a fashion brand that is a leader in sustainability and circularity. At the same time, she was in need of a bag to tote her sailing gear to and from her lessons and she decided to indulge her curiosity by making her first bag — the duffle — out of an old sail generously donated by a family friend. Lily, with her keen eye for design, absolutely loved the outcome and decided to start LI/NE as a passion project!
What inspires you?
photo provided by: LI/NE
At our core, we want to challenge perceptions about beauty and waste. We do this by transforming used sails that would be destined for landfill into coveted, stylish pieces. And in doing this, we see LI/NE bags not just as accessories, but a testament to resilience, reinvention — and potential.
We’re also inspired by quality craftsmanship and utility, and we draw inspiration from each individual sail we work with. Every sail is different. Each one has a story to tell and treasures to play with: from ropes to weathered rivets to charming telltales. Our job is to let the sail tell its story by incorporating these unique elements into an authentic, one-of-a-kind product.
Where’s your favourite summer vacation spot?
Having just returned from Vis in Croatia, we would have to say that is top of mind. Crystal clear water, a charming historic town and plenty of sailing opportunities — the LI/NE bags we brought fit right in!
What can we expect from your brand in 2024?
photo provided by: LI/NE
As a brand that is less than two years old, 2024 has been an exciting year for us so far! We introduced a brand new collection, established partnerships with some wonderful boutiques and sailing clubs, and participated in our first One of a Kind Show, receiving the Designlines Editors’ pick. Since starting, we’ve saved over 80 sails from landfill and we’re hoping to keep this momentum going – and continue to meet such lovely supporters that share our passion for reimagining waste and diverting sail cloth from landfill.
If you’ve got an old sail or know someone who does, you can learn more about our sail donation program on our website www.linebags.ca or contact us at [email protected] We’d love to hear from you!
Interested in reading about more of our brands? Click Here!
