YYC Feature: KINDRED CLOTHING
Diana Herring is ‘redefining what beauty means in the fashion industry’
As an avid supporter of buying local, Diana Herring was disappointed when she continuously failed to find well-fitting plus sized clothing at the local markets she attended. Realizing this gap in the market, she decided to use her sewing background to create a quality brand that offers local, ethically made clothing for women of all sizes! You won’t find professional models on her website—she’s made the conscious choice to build her brand around inclusivity and diverse body shapes. Diana also wants to ensure that Kindred Clothing supports local as much as possible. All of her products are handmade out of Calgary, and she hires a Calgary based photographer to shoot her looks. With purpose driving her vision, it’s obvious that she’s both hard working and passionate about what she does, putting her heart into each piece of clothing she sews. Her collection is both comfortable and stylish, but most importantly it sends an important message to every woman who want to accentuate their bodies with her clothing: ‘It’s okay to be you and exist in your body’.
One of Kindred Clothing’s primary aims is to offer quality plus size clothing! Do you find that there’s a lack of plus sized clothing that is also local and ethically made? Why do you think that this is?
“So I love shopping at local markets and craft fairs, but one of the things that always disappointed me was that when it came to clothing booths, there were very rarely sizes for anybody who didn't fit a generic small, medium, or large. It often felt that even in the rare event there was an extra large, it actually fit like a small. I realized that there was a lot of potential to do what these companies are doing but cater to women like me who genuinely want to be able to support a local clothing brand as well! I think that it can be challenging for companies to create patterns for plus sizes, but being a plus size woman myself, I have the unique perspective of being able to understand the struggles and issues of the way clothing fits plus size bodies and I’m lucky that I have the ability to remedy some of those issues. I can't even count the times now where I have been selling at a local craft fair or local market where a plus size woman has come into my booth and exclaimed "FINALLY someone is making clothing for all sizes" and that is what makes what I do so rewarding for me.”
On your website you say that you ‘love staying local for everything!’ That’s awesome! For example, you even ensure that you hire Calgary photographers for your photoshoots. How else do you try to ‘keep it local’ and why is this so important to you?
“It is always so great to be able to support people in your own communities. It's not always about being perfect but about supporting local when you can. In my personal life, I try and get most gifts, groceries, and household items locally when possible. I know the struggle of trying to start a business, and how much each individual purchase matters and makes a huge difference in my life and I want to be able to give someone else in my community the same feeling when I purchase a product from them! On a more professional level, I am also working on having fabric printed with designs from local artists here in Calgary, it's all about lifting each other up!”
“I love being able to say that I personally sew each individual piece I sell. Each clothing item really has a piece of my heart in it!”
Have you always been passionate about fashion? Where do you get inspiration for your designs? What is your exact role in the business—do you all the designing, sewing, marketing, etc?
“I have always been passionate about sewing, my Nana taught me from a young age but I used to think of sewing as more of a hobby than a career option. I actually wanted to be a math teacher when I graduated high school (crazy I know), but I quickly realized that teaching math wasn't for me. I found it hard to teach something to people who don't aren't as passionate about the subject matter. I then took a year off and really re-evaluated what I wanted out of life and decided to follow my passion and went to Olds College for apparel design! After completing my diploma there, I also completed a diploma at NAIT for entrepreneurial business management, which really helped me start my Kindred Clothing! It's funny how things work out, because I actually use all three of my schooling experiences now, I actually teach some beginner sewing classes now!
In terms on inspiration, I have always been passionate about being comfortable while also being stylish! Most of my inspiration comes from wanting to be comfortable, and from my love of fun printed fabrics! I can take one look at a fabric print and instantly envision what I want it to be!
Currently I am a one woman show, I do all the fabric shopping, designing, pattern making, sewing, website, social media and marketing! I love being able to say that I personally sew each individual piece I sell. Each clothing item really has a piece of my heart in it!”
Is Kindred Clothing your first business or are you a serial entrepreneur?
“I actually started out doing alterations and some contracting work for other local clothing companies before starting Kindred, but this is my first business! I come from an entrepreneurial background however, with my father also being a local business owner! I am fortunate to have grown up watching my dad start his own business, it gave me a good idea of the work ethic you need to have to start your own business!
If Kindred didn't work out for some reason, I could absolutely see myself opening another business! I have fallen in love with being my own boss and the rewarding feeling of building something from the ground up!”
In what way(s) do you consider your clothing to be ‘ethically made’?
“Some of my fabrics are actually made in North America! I am working on expanding this and being more conscious of purchasing even more ethically in the future. I have also been in talks with some local artists about doing some fabric printing here in Calgary with their images on it, ideally locally made fabrics but I am still in the research phase on how this would work for me.
I also sew every individual piece myself right now but when I expand I will be hiring local seamstresses and believe very firmly in paying a fair wage. When I was doing custom work, many times I was offered less than minimum wage for projects, and want to ensure that anyone employed by me is paid a livable wage.
I try and use as much fabric as I can, I hate the amount of fabric waste that currently exists. I use the scrap fabrics from my designs to make scrunchies and beanies! When there is still scrap fabrics left after that, I save it in a bin and use those pieces as stuffing for hand-made pillows!”
You made a conscious choice not to use professional models and instead use people will a range of body sizes. But you don’t just carry plus sized clothing you also carry down to XXS sizes. If you had to sum up the message that you want to send to women shopping your clothing, what would that message be?
I really believe in inclusivity for all bodies! There are already enough unrealistic expectations of women to look a certain way, and I don't want to contribute to that! I would much rather support women being happy in the skin they are in, and being stylish and comfortable in their own body! I know people have struggles finding clothing in every body type, and want to make sure that I am inclusive to those struggles, and that's why on top of my regular sizing, I do all sorts of custom work to make sure that women get the fit that makes them the most comfortable, happy and confident because there is no such thing as a one size fits all body!
If I could send one message to the women who shop from me, it would be that it's okay to be you and exist in your body. You are more than perfect the way you are, and don't let anybody else tell you anything otherwise. You are worthy and you have so much value, and that Kindred is here to accentuate your already beautiful self!
What is your dream for Kindred Clothing in the next 5 years? In what ways do you see your company expanding or improving?
This one is a tough question right now, things are so uncertain in the world with COVID-19, and I want to make sure I am being conscious of my expectations. My 5 year dream has been to have my own retail experience store where my customers can come and shop the looks that they love. I want to have a group of local seamstresses who sew the clothing on site so that customers can have an idea of how their clothing is made, and who it is made by! I also love the idea of being able to have any customizations on my looks completed right in the store!
Currently I am selling out of 6 stores that support local artisans and makers across Alberta! I am hoping that through all of this, these stores continue to stay open and that there is a shift in focus to really support local Canadian made products and that I am able to expand into more stores across Canada! I am also hoping to hire my first employee in the next couple of years to be able to do a big chunk of the sewing and really help me expand my brand!
What is a valuable piece of wisdom that has helped you get you where you are?
In my second year of business, I was talking to my sister about how I wish my business was further along and how I wish I could be where some other companies are in terms of success, and she gave me a Theodore Roosevelt quote that has really stuck with me in my business and in my personal life; "Comparison is the thief of joy". If I spent all my time comparing my growth to other companies around me, I would never have the time to appreciate and be thankful for how much growth I already have. I am only in my third year of business and I am already selling in 6 stores across Alberta. Everyone is on their own path, and each company grows in their own ways with their own values in mind! You just have to be happy with where you are in your own journey and remember that success can mean so many different things
Find her at:
@kindred_clothing
www.kindredclothing.ca