A Conversation with 2024 Aritzia Indigenous Fashion Grant Recipient
From the rich heritage of the Williams Lake Indian Band Shuswap, Indiginize Creation embodies tradition through custom, free-hand designed hats inspired by Mother Earth. Owner and 2024 Aritzia Fashion Grant Recipient, Janelle Alladina, shares her journey with Indiginize Creation and how she is empowered by tradition and etching her niche in the fashion industry.
Janelle’s business, Indiginize Creation, crafts custom designed hats inspired by Mother Earth and Indigenous teachings. Merging traditional designs with a modern perspective, the brand aims to share Indigenous culture in a contemporary fashion light. As a new and growing brand, Janelle is taking a new direction with Indiginize Creation by collaborating with fellow Indigenous artists to incorporate styles and themes from more Indigenous cultures.
This is Janelle’s second consecutive year winning an Aritzia Indigenous Fashion Grant and over the past year has been reaching and excelling past her goals.
Janelle is motivated to pursue an entrepreneurial path from a deep sense of belonging. She shares, “Do it for the little girl from the rez who never saw herself or culture represented in the Fashion industry.”
There’s an emotional depth to Janelle’s venture. “I want to empower our people and women in business, it brings me such pride showcasing an Indigenous woman-owned business and being a trailblazer in the fashion world,” she shares. To her, Indiginize Creation isn’t just a brand; it’s a bold effort to reclaim space in the fashion industry and to pave the way for future generations to express their creative passions.
When asked about her brand’s ethos, she doesn’t hesitate, “My brand represents empowerment, taking back spaces, and keeping our Indigenous culture and teachings alive. It means creating wearable art that can express oneself and each person’s uniqueness.”
The significance of Indigenous designs and fashion isn’t lost on Janelle. Having personally faced adversity for wearing her cultural attire, she envisions a different world for the younger generation, where they can wear their heritage with pride. “Indigenous fashion isn’t just fashion, it’s a movement to reclaim a rightful space in the fashion world and to light a path for future generations to share their passion and creativity,” shares Janelle. “I want our people to feel proud seeing our cultural designs represented, something that wasn’t common or seen growing up.”
Looking ahead, Janelle shares what’s next for Indiginize Creation, “My vision for the future is to leverage more partnerships with retail stores, right now my hat creations are currently in two stores across British Columbia. My goal is to see my hats on International main stages in the fashion industry and to be worn by influential peoples across Turtle Island to showcase more of our culture,” she says, aiming for Indigenous designs to have their rightful place in mainstream fashion and runways.
With the support from the Aritzia Indigenous Fashion Grant, Janelle is eager to expand her product line with children’s hats that she is already being requested for. The Grant will aid Janelle to continue expanding her brand and deliver more products.
Janelle leaves with a message for the aspiring Indigenous youth poised to make their mark in the fashion industry: “The time is now to stand tall, be proud of who you are and where you come from, take our teachings and lead with it.” She stresses the importance of connecting with one’s roots, taking inspiration from nature and the wisdom of the elders. To them, she says, “We have a lot of beauty in our culture, it’s time we showcase it.”
To watch Janelle’s winning pitch in the Pow Wow Pitch Semi-Finals, click here. To read more about the 2024 Aritzia Fashion Grant Recipients, click here. To shop Inidiginize Creation, click here.