Cowichan Sweaters have been a mainstay in Canadian west coast fashion for many years; however, it’s time to introduce the rest of the world to this winter staple that has already caught on in fashion-savvy nations like Japan.
These sweaters originate from the Cowichan Valley First Nations People of Vancouver Island, British Columbia. The sweaters are hand knit, by Coast Salish Natives, out of high quality wool and are known for their distinctive designs. Some of the most popular designs are of eagles, orca whales, buffalo, salmon and snow flakes, although there are many other designs and colours to chose from. The best part is that no two sweaters are alike.
Unfortunately, numerous clothing companies, such as the Canadian west coast brand TNA, have made low-quality imitations that are widely popular among teenage girls across Canada and have been worn by celebrities like actress Megan Fox. Other labels, such as Granted Clothing, have added their own spin on the sweater, replacing the traditional designs with camels, palm trees and flamingos. However, it is important to keep in mind that these examples are merely imitations—- fakes are never as good as the real thing.
Frumpy Fashion
Cowichan Sweaters Are A Style Staple of the Westcoast
Trend Themes
1. Indigenous Fashion - There is an opportunity to promote and embrace indigenous fashion globally.
2. Knitwear Revival - The rise of artisanal knitwear, including cowichan sweaters, offers opportunities for brands to stand out in the crowded fashion market.
3. Sustainable and Ethical Fashion - As consumers become more conscious of the environmental and ethical impact of their clothing choices, there is an opportunity for cowichan sweaters to be marketed as a sustainable and ethical fashion option.
Industry Implications
1. Fashion - The fashion industry can take inspiration from cowichan sweaters, and embrace traditional techniques to create unique designs with a local cultural story.
2. Artisanal Craft - There is an opportunity for artisans and craftmakers to highlight traditional techniques in their creations and promote local cultural heritage, as demonstrated by the cowichan sweater.
3. Tourism - Cowichan sweaters offer the opportunity to promote tourism and immerse visitors in indigenous culture, by highlighting the cultural and historical significance of the garment and the people who make it.