And, as the founder of the Vancouver-based brand Lifestyle Over Luxury, he has a chance to do just that. The company, which specializes in creating a curated range of pieces for men and women crafted from “upcycled fabric waste,” was created with the ...
Lifestyle Over Luxury aims to disrupt the way people shop. Handout / Lifestyle Over Luxury
Jeff Duke isn’t hoping to change the way you shop. He’d just like to get you thinking about it.
And, as the founder of the Vancouver-based brand Lifestyle Over Luxury, he has a chance to do just that.
The company, which specializes in creating a curated range of pieces for men and women crafted from “upcycled fabric waste,” was created with the hope that people will choose memories rather than material goods. Needless to say, it’s an interesting approach for a brand.
Duke chatted with Postmedia News about the idea, what makes the brand unique — and more.
Q. What is Lifestyle Over Luxury?
A model wears a top and hat from the brand Lifestyle Over Luxury. Handout / Lifestyle Over Luxury
A. Lifestyle Over Luxury — or L/L — is a school of thought, an idea, a way of living. A way of treating yourself and the planet. It means not getting caught up in the consumerism and the lifestyles that we’re sold as successful. It means defining your own terms of success. It’s about being a conscious consumer because you know every dollar you spend is a vote for the world you want to live in. Often that will actually mean spending a bit more.
It’s about being conscious of your impact on the environment and understanding the more we consume the more impact we’re making on this planet. It’s about spending your money on experiences not possessions. Memories are greater than materials. You don’t need a 70-inch television; you do need a trip to India to discover meditation and learn about another culture.
L/L is challenging societal norms. We are the contrarians, out to prove that you don’t have to suffer through a university degree you hate, to work a fancy job that you can barely get out of bed for; all so you can have a white picket fence and a financed sports car. Stop sacrificing what you love for what’s considered practical. Success comes in many forms and the only true metric is your daily happiness. That’s L/L.
Q. For those who aren’t familiar, what do you sell?
A. L/L makes eco-minded goods and apparel. We primarily make apparel from pre-consumer waste, which offsets the production of virgin material. In-turn this reduces a very significant amount of environmental impact that is caused by typical garment production. We make comfortable, practical goods and clothing with the active, adventurous lives of our community in mind.
Q. Who is your target customer?
A. I suppose it’s people leading an active lifestyle, travelling, exploring, adventuring, who understand and care about their environmental impact. They’re continuously searching for ways to minimize that impact and inspired by the idea life doesn’t have to fit into the little box they’re handed.
Although, we don’t limit our target market to people who we think will spend the most money on our clothing like most brands. We seek out the people who won’t. It’s starting those conversations, educating and changing their perspectives that will ultimately make a difference. Our “target market” will find us on their own because as I said, they’re looking. We target the people who aren’t.
Q. What makes it different from other brands?
A. Our production methods certainly make us unique in our space. The fact we are able to make clothing from upcycled fabric waste certainly sets us apart. Beyond that, there’s many little things we do that are unique. We ship in completely biodegradable packaging, including our tape. We don’t pump out huge seasonal apparel lines, we make limited-edition runs to work towards a zero-waste inventory model.
Ultimately I believe we walk the walk. We live the life we preach to others and our business decisions are made based on those values, not a bottom line. We believe every business is responsible for working to offset their unavoidable impact. In order to do so, we work with our partners to clean up a bag of trash off B.C. beaches with every single purchase.
We are more a community than a brand. A community of people who believe in a better future for the planet and are actually willing to get their hands dirty making that happen. We believe that change begins from the bottom up and on that idea L/L was founded as a catalyst to unite that movement.
Q. What is the price range for your designs?
A. Our designs range from $36-$45 for standard apparel and $65-$75 for hoodies and sweaters. We work very hard to keep our prices competitive. A big part of our missions is to make a more sustainable option available to everyone.
Q. Where can people check them out?
A. You can check out our complete range at lifestyleoverluxury.com.
Q. Lastly, what are you ambitions for the brand?
A. I could write an essay on that. In short, my vision is for L/L to continue to innovate the use of various waste fabrics and other more sustainable sources for production of high quality outdoor apparel.
I envision it becoming a global brand that is locally made, reacting directly to demand in each market and re-designing the broken, wasteful structure of the apparel industry. I want our community to continue to grow to a point where we can enact positive social change through our collaborative efforts. Long term, I want the brand to be able to provide support for people with creative solutions to environmental issues.
I know the ideas we represent and share have positively influenced the lives of some awesome people that we’ve had the privilege of meeting. Continuing to see that grow in scale will always be our greatest ambition.
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