Photo via Petits Vilains
Photo via Petits Vilains

CULTURE

Behind the Brands of The Edit: Petits Vilains

This summer, we’ve opened our doors of ‘the edit’, in the vibrant beachtown of Port Dalhousie. Our chic general store features a collection of Canadian brands, and here we take you behind the scenes to learn about the founders and their stories. Our pop-up, located at Lock and Main Marketplace (17 Lock Street), is open Thursday to Monday from 10:00 p.m. – 5:00 p.m. 

Jennifer Christie & Rachel Shamash; Founders of Petits Vilains

Website: https://petitsvilains.com

Instagram: @petitsvilains

Tell us a bit about yourself:

We are besties who have been collaborating since kindergarten – for real! Jen is a fashion designer and designs the collection and I’m a lawyer and handle the operational side of things. We live in Vancouver and have four kids between us who are 2nd generation besties. We feel so lucky to be running this business and doing motherhood together.

Photo via Petits Vilains

Photo via Petits Vilains

Tell us the story behind your brand:

We launched Petits Vilains in 2017 when we couldn’t find elevated yet practical pieces we wanted to dress our kids in that were made in Canada using natural fibres. PV reflects our shared values of fewer, better things, beauty in simplicity, and clothing having the potential to spark joy and ease. Almost 6 years in, we’re known for our core organic basics which are those everyday perfect pieces, and our seasonal heirloom pieces made with the finest woven fabrics available. Our goal is to obsess over all the details (design-wise but also in terms of sustainability and ethical production) so our customers don’t have to!

Photo via Petits Vilains

Photo via Petits Vilains

What inspires you?

We are inspired by our own childhoods roaming through forests, mountains, and beaches in our little corner of the Pacific Northwest. Our landscape always informs the practicality of our designs – they need to be well constructed, allow for ease of movement, and made with all natural fibres in the best fabrics and trims available. Our kids inspire us too – their curiosity, creativity, and mischievousness, is woven into our branding and marketing. And as they get older and have lots of opinions of their own about what they want to wear, they are also inspiring our assortment.

Where’s your favourite spot to vacation in the summer?

This is a tough one because we are so lucky to have so many magical summer spots in B.C. We love Tofino for that end of the earth feeling with its temperate rainforests, and big, wild beaches, and surf. Plus, there’s good coffee, restaurants, and boutiques. Our feral kids spend all day outside which means everyone sleeps well. The only hard part about vacationing in Tofino is packing – you need to pack for every type of weather and bring alllll the outdoor gear and toys.

Behind the Brands of The Edit

Photo via Petit Vilians

What does 2023 hold for your brand?

We are super excited about our Spring/Summer collection this season. It has so many of our bestselling warm weather styles in fun, nostalgic prints and colours plus some new styles we are loving. We always love the buzz leading up to back to school too and it’s our busiest time of the year. We have some fun in person pop-ups planned for this Summer and seeing our customers feels like catching up with friends – the best!

Find Petits Vilains at our pop-up located at Lock and Main Marketplace (17 Lock Street) from Thursday to Monday, from 10:00 a.m. – 5:00 p.m.

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