A Canadian sustainable fashion label has taken a major step in its expansion by opening its first boutique in Edmonton’s downtown core. EverTrue Apparel, known for its ethically sourced fabrics and timeless designs, officially welcomed customers last Saturday with an event that featured live music, local catering, and an exclusive preview of its fall collection. The boutique aims to serve as both a retail space and a community hub for conversations around conscious consumerism.
Founder and creative director Mia Laurent said Edmonton was a natural choice for the brand’s next chapter. “There’s a growing community here that values sustainability and is willing to invest in pieces that last,” she explained. “We wanted to be part of that shift.” Laurent, who launched EverTrue in Montreal eight years ago, has built a loyal following through online sales and pop-up events across Canada.
The boutique’s interior reflects the brand’s ethos, featuring reclaimed wood fixtures, energy-efficient lighting, and displays made from recycled materials. A small corner of the store is dedicated to educational resources, with books and guides on sustainable fashion practices available for browsing. Customers can also sign up for monthly workshops on clothing care, repair, and upcycling.
Laurent’s fall collection continues the label’s commitment to eco-friendly production. Fabrics include organic cotton, hemp blends, and recycled wool, all sourced from certified suppliers. The colour palette, inspired by Alberta’s autumn landscapes, ranges from warm ochres to deep forest greens. Several pieces have been designed to be reversible or multi-functional, catering to consumers looking for versatility in their wardrobes.
Opening day drew a mix of loyal online customers and curious passersby. Edmonton resident Claire Thompson said she was excited to finally try on the clothes in person. “I’ve been following EverTrue for years, but it’s a completely different experience to feel the fabrics and see the craftsmanship up close,” she said.
Local influencers and sustainability advocates attended the launch, sharing photos and videos on social media that quickly generated buzz. By the end of the weekend, several key items from the collection had sold out, prompting the brand to schedule an earlier restock than planned.
The boutique’s location, just steps from the LRT line, was chosen to encourage customers to use public transit. In addition, EverTrue offers a clothing recycling program, giving customers store credit when they return worn-out garments for responsible disposal or repurposing.
Industry analysts see the move as part of a broader trend of sustainable fashion brands seeking physical retail spaces to deepen customer engagement. “E-commerce is powerful, but a store lets people connect with the brand on a more personal level,” said retail consultant Diana McKay.
For Laurent, the boutique is just the beginning. Plans are already in place for seasonal pop-ups in Calgary and Vancouver, as well as collaborations with local artists for limited-edition capsule collections. “Sustainability isn’t just a buzzword for us,” she said. “It’s a promise — and we want to share that promise with more communities across Canada.”