Twin sisters create brand inspired by Canadian landscape

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Created in Canada and manufactured in Europe, Parmi LifeWear aims to offer clothing that can transition directly from the city to the great outdoors.

“No frills, no compromise,” explains Veronik Bastien, co-founder of the brand alongside her twin sister Michèle, about the high-end “lifewear” creations.

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We met Bastien to find out more:

Q: For those who don’t know, what is Parmi Lifewear?

A: Parmi Lifewear is a new high-end Canadian brand, born in Mont-Tremblant and led by women entrepreneurs with a strong mission to encourage a sustainable path and reinvent today’s market.

Inspired by the Canadian landscape, Parmi aims to simplify the outdoor experience through its selection of premium, reliable, versatile, eco-friendly and highest quality lifestyle essentials that adapt without compromise to everyday life.

Q: What makes it unique?

A: At Parmi, we intentionally venture off the beaten path, inspired by our mission to bring simplicity to the outdoor experience. The kind of simplicity that inspires you to do more with less, to refine your wardrobe with versatile pieces that are worth keeping, to stop overthinking and enjoy your journey, no matter what route you choose.

We are committed to breaking the cycle of overconsumption. Without frills, without compromise, our product offering is clean and clear to help you declutter your wardrobe and your mind. Our premium, conscious living essentials are crafted with only the finest materials, making them the perfect companions for life – all of life. Strong technical features, minimalist designs, luxurious comfort and an urban attitude boldly intertwine in a collection that is meant to always keep pace. From mountains to cities, rivers to alleys, our playground has no limits and our product journey never ends.

Bridging the gap between outdoor sports and fashion, we strive to be our community’s destination for all things outdoors. Whether it’s through sustainable apparel or expert advice, our goal is to encourage everyone who joins our journey to embrace an active lifestyle so it can be passed down, like our clothing, from one generation to the next.

Q: Who is your target customer?

A: Men and women aged 35 to 50… who live in the city and are rooted in nature.

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Q: What is the price range of the models?

A: Among Lifewear is a premium brand characterized by its mid to high price points, reflecting its commitment to using only the highest quality materials and its sustainable production path in Europe.

Everything we do is driven by our desire to do more with less. We voluntarily limit the number of intermediaries in our customers’ journey so that we can offer a unique experience, at fair prices, and develop a direct and transparent relationship with our community.

At Parmi, our goal is to empower all outdoor enthusiasts to embrace our vision: consume less and consume better. That’s why we’re constantly innovating to deliver premium, durable, and versatile essentials.

Q: Finally, where can people discover the brand?

A: Parmi essentials is available online at parmilifewear.com and at our select national distributors such as Altitude-sports.com and soon at Simons.ca.

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