The Truth is Powerful
Kelowna clothing studio uses fashion to advocate for social justice
Kelowna-based streetwear studio Grey Hearts Denim celebrated its one-year anniversary last month and in that time, it’s had its fair share of a wild ride.
Co-owners Sean Whyte and Paul Reyes opened Grey Hearts to the public on Feb. 15, 2020. They had a solid month of normalcy at their studio before the world shut down and people stopped coming for safety reasons.
“It has been wild, for sure. But I tell this to everyone: it’s so hard to have a reference point from the years prior because this is our first year in business,” Reyes said.
“So to us, we don’t really know any better.”
He said all they knew when the pandemic hit was they had to keep going and fight through it.
Whyte said the studio’s business plan already was flexible and was “designed to operate lean”, so they knew they’d be able to weather through the crisis.“The studio is designed to do a lot of upcycling, re-working and thinking outside of the box and not relying on foot traffic,” Whyte said.“I think our business plan was constructed flexible enough that we were able to pivot without getting out of who we are and actually being able to define who we […]