‘Cruelty Free’ Canadian Outerwear Brand ‘Wuxly Movement’ Opens 1st Retail Space

By Jessica Finch 

Cruelty-free Canadian outerwear brand Wuxly Movement recently opened its first physical retail space at 505 Queen St West in Toronto, sharing a retail space also occupied by local brand Vitaly. Prior to this, Wuxly Movement was only available online as well as in a handful of multi-brand retailers in Canada and the US.

The Wuxly Movement retail space will remain open until the end of 2019, and is located on a stretch of busy Queen Street West that will help Wuxly Movement gain further brand exposure.

Wuxly Movement’s “change of season event” was recently held in the new Queen Street space in collaboration with Redemption Paws, a Canadian registered charity devoted to rescuing dogs in areas affected by disasters. The opening event showcased Wuxly Movement’s new parka collection as part of its range of tech-based, animal-friendly outerwear. The new pieces are being sold exclusively at the new Queen St pop-up, which hosts an inviting and friendly atmosphere in keeping with Wuxly Movement’s mission statement of “Live Warm”.

Born of the realization that no cruelty-free, Canadian-made, high-quality outerwear brand existed for Canadians, co-founder and former Canadian pro-football player, James Yurichuk, approached friend and third-generation master-tailor, Anthony DeBartolo in 2012, with an idea that we know today as Wuxly Movement.

Wuxly Movement’s range of parkas, bombers, jackets, hats, and vests are all said to be sourced ethically, employing a unique production process that uses military grade and sustainable fabrics. The brand’s VeganTech Shells are sourced from a 100-year old company in Montreal which employs a ‘clean water’ policy — every ounce of water that leaves the facility is clean, after being tested and treated for any water pollution. Additionally, the brand’s manufacturing reuses the heat from the dyeing process to help power the facility.

The Wuxly Movement manufacturing facilities are also said to implement some of the highest labour standards in the world, and local production allows the company to work with, and give back to, the community. They pride themselves as being a connector brand and being inclusive for all people, regardless of lifestyle or priorities.

Wuxly Movement has introduced three new parkas as part of its fall/winter collection, with the aim of appealing to a wider audience who are seeking sustainable and fashionable winter clothing. Named after some of Toronto’s beloved streets, these new pieces are equipped to withstand all winter conditions, while still maintaining an effortless urban look.

While dedicated to the brand’s goal of supplying Canadians with cruelty-free and sustainable outerwear, Wuxly Movement has also launched the Trade Up program. The program encourages patrons to bring in their current outerwear containing fur trims or down filling in exchange for a credit towards certain Wuxly Movement pieces. Luxury outerwear brands such as Moose Knuckles and Canada Goose are accepted as trade-ins and, depending on the item and its condition, will garner a trade-in value of $75-$275. The program then donates traded-up jackets (minus the fur trim) to partner homeless shelters such as Youth in Transition, The Mustard Seed, Brands for Canada, and Lookout Society.

Wuxly Movement says that it is committed to ensuring that Canadians have access to ethical and effective outerwear. Their vision? The brand says that it is enabling people to ‘Live Warm while remaining warm in practice, warm to the planet, and warm to all living beings’.

Wuxly Movement outerwear is currently available online as well as in various multi-brand stores across Canada, and is also at Moo Shoes in New York City. “We will begin the roll-out of Fall 2019 with strategic locations across Canada; a few notables include Sport Chek at Yorkdale Shopping Centre in Toronto, in Collingwood Ontario, and at CF Chinook Centre in Calgary.”

The brick-and-mortar direct-to-consumer strategy is new for Wuxly Movement, and addresses a trend being seen with various other brands that have opened standalone retail stores. That includes various fashion brands including Mackage, Canada Goose, Moose Knuckles and others, which are expanding by opening stores while maintaining wholesale distribution globally.

Shop Wuxly Movement online at wuxly.ca or follow the brand on Instagram at @wuxlymovement

Jessica Finch is a writer and editor based in Toronto. She holds a BA in English and Psychology and is a graduate of Ryerson University’s Publishing program. She has extensive managerial experience in the food service industry, and is interested in exploring innovations within this sector and other retail environments. Email: jessica@retail-insider.com