A Conversation with 2024 Aritzia Indigenous Fashion Grant Recipient
From the Muskeg Lake Cree Nation, Conlin McDonald, Founder of E3 Apparel Ltd. and 2024 Aritzia Indigenous Fashion Grant Recipient, is building an Indigenous brand rooted in cultural awareness and language revitalization. Named after his three sons, E3 Apparel Ltd. represents a deeper mission: connecting with his Indigenous roots and passing that knowledge on to future generations. “I started E3 Apparel Ltd. six months ago while in the process of reconnecting with my culture and language,” Conlin shares. “It’s not just for me but for my children and the next generation.”
Conlin’s drive comes from his family’s history. “As the grandson of a residential school survivor, I feel a need to learn what was taken away,” he explains. His journey isn’t just about launching a business, it’s about reclaiming culture; “While regaining knowledge and spreading awareness, we do it for our ancestors,” he says. This sense of purpose is at the core of everything he does, and it’s what makes his brand stand out in today’s fashion industry.
Indigenous design and fashion have been transformative in recent years, serving as powerful tools for cultural expression and pride. Conlin reflects on this evolution, saying, “Indigenous design and fashion have spread the culture in so many ways across the world. There was a time not long ago when it wasn’t acceptable to do so. So I’m very proud to be a part of it today.”
Conlin aims for his designs to be more than just clothing; he envisions them as conversation pieces that inspire dialogue about language revitalization and cultural history. “I want those who wear my designs to feel engaged, not only in the style and design of it but also in the deeper message behind it,” he explains. Each piece is crafted with intention, inviting wearers to connect with Indigenous culture in a meaningful way.
Looking to the future, E3 Apparel Ltd. has ambitious goals for global reach. “We have global ambitions in the near future, with our new manufacturing being upgraded for the best quality,” Conlin says. His focus on quality is paramount, and he’s excited about the future of his brand. Expanding beyond Canada, Conlin hopes to showcase Indigenous fashion on the international stage, spreading the message of cultural awareness and the importance of language revitalization far and wide.
A great accomplishment for Conlin and E3 Apparel Ltd. is having one of his products selected for inclusion in the 2024 Pow Wow Pitch Box, a collaborative initiative of Pow Wow Pitch to procure up to 250 units of products from Indigenous entrepreneurs and provide a platform for them to reach hundreds of new customers.
For Conlin, receiving recognition for his work with an Aritzia Indigenous Fashion Grant is deeply meaningful. “Receiving this grant is worth more than the money. It’s the recognition that we are on the right path for all Indigenous people,” he shares. The acknowledgement validates his efforts and motivates him to continue on this journey of cultural reclamation and empowerment.
To those aspiring to enter the fashion industry, Conlin offers simple but powerful advice: “Anything is possible if you set your mind to it.” He emphasizes the value of resilience, sharing that failure is part of the process. “You’ll learn more by failing and trying than by never having tried at all,” he encourages. Conlin’s story is one of perseverance, passion, and a deep connection to his heritage—values that drive him as he builds E3 Apparel Ltd. into a brand that is not only stylish but culturally significant.
To watch Conlin’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 E3 Apparel, click here.