Emily Salsbury-Deveaux always said she’d have her own brand by the time she was 35—she was right. Based in Edmonton, EMMYDEVEAUX is special in every way, from its detailed designs to its completely consistent sizing and quality to its unique FUNDIT model. We chatted with the amazing Emily about her label, her philosophies, her personal style and, of course, her future ambitions. (PSA: We’ll be living in the EMMYDEVEAUX double-layered onesie this fall and winter!) —Noa Nichol
Hi Emily! Please tell us a little bit about yourself/your business background to start!
I’ve been in the world of retail and real estate for the last 20 years. I’ve worked with multinational brands and have had the opportunity to see how the industry works. And, with that experience I wanted to show how we could poke holes in the way retail has traditionally been approached. When the brand launched, I was finishing up five incredible years with the University of Alberta as the executive director of the School of Retailing in the business school. This was by far one of the most important experiences as it taught me an incredible amount about leadership and myself.
When and why did you launch EMMYDEVEAUX, and what’s the brand all about?
EMMYDEVEAUX launched in 2018 with a focus on fabric, fit and functionality of the everyday luxury wardrobe. Our brand focuses on exceeding expectations through design and fit, and is the perfect capsule closet where every combination looks effortless and feels comfortable. Our fundamental differentiator is based on the premise that changing the fashion industry starts with design.
With so many fashion labels to choose from, what makes your designs unique?
The way our pieces make you feel and how they fit your body is a unique experience most people haven’t had before. It’s the fabric on your skin, the way it stretches, the sharp design features—giving you good shoulder and waist definition. Most people think it’s just the mirrors in our store but it’s not; it’s all in the quality of the fabric!
What’s your #1, #2, and #3 pet peeve with today’s fashion industry?
- No. 1: Serious overproduction. In order to meet timelines, there isn’t enough time for product testing and therefore brands are left with a surplus of goods that don’t sell.
- No. 2: Sales spiral. Brands have trained and conditioned their customers to only shop when their products are on sale.
- No. 3: Design issues. Fashion has become too pop-culture motivated. Fashion should be motivated by the major design houses rather than pop culture or what’s trendy.
What are the main philosophies you keep in mind when designing/making your clothing?
Fit and fabric are everything—I can’t say it enough. I make things that people want and that’s what I want to be known for. When it comes to quality, nothing would make me happier than to know that my customers are still wearing the same pieces 15 years later. Before starting the brand, I was also a retail consultant and style coach, dressing over 800 women with diverse body types. I fell in love with the complexity of each body, with the goal of making women feel fantastic and I keep this in mind when designing new pieces for our loyal customers.
Please tell us about your FUNDIT model/platform.
The FUNDIT program has become synonymous with our brand since it began in 2018. We are committed to making products that have proven demand by our community. FUNDIT is an internal crowdfunding system that allows us to gauge the demand of an item before it is produced. Customers purchase the item during a period of 10 to 15 days. Once a certain number of items is sold, the piece is considered funded and goes into production. This reduces and almost eliminates inventory risk for us as a brand. We just concluded our latest round of FUNDIT where we successfully funded 11 of 13 products.
With more and more people working from home (and in leggings), how are you staying relevant as a luxury clothing brand?
I think now more than ever even the smallest occasions with friends and family are even more special, and we want to look and feel our best. Even if it’s just a trip to the grocery store, people are wanting to put on a show. It’s our nature! Eighty years ago, people got dressed up to go to the pharmacy or to go buy milk, and I think in some ways we are reverting back to that because there are fewer opportunities to get dressed up in these unpreceded times.
So, what key EMMYDEVEAUX pieces will YOU be rocking into fall?!
Win! A $250 EMMYDEVEAUX Gift Card!
We have a winner! Congratulations Lorena G. of Vancouver, B.C., who will receive a $250 EMMYDEVEAUX gift card!