THE RAD APARTMENT SERIES: NORTH OF 49
There is nothing ever so eye-catching than a new Canadian company coming off the coast. It’s like you can’t wait to dig your teeth into the company’s scent and story from where the maple leaf rides on their back. North of 49 fits snug like a glove and we were eager to listen to the so-far journey of the Toronto born – Algonquin Park raised brand.
“I am a big traveler,” says Ben – Owner of North of 49. “ I have been to about 55 countries, give or take. Whenever I travel I find that Canada has a pretty good brand abroad, well-received and people generally tend to like us. Because of that, I like to bring a little Canadiana with me. I was standing in a store not too long ago contemplating on whether or not spending a considerable amount of money on a what was just a sweater, and it was in that moment I sort of came to the realization and asked myself – Why can’t I create a Canadian brand/style that put emphasis on value?”.
Canadian city style is known for its simplicity. The typical hiking boots, with a plaid shirt and woolie socks in the winter. But how does North of 49 combine the simplicity with standing out? – “For me, it’s not necessarily simplicity but everyday wear and ease of use. You can toss it on in the morning, feel good and even if you’re going clubbing I hope you bring North of 49 with you. It’s the idea that it’s for everyone. No bells and whistles. No pretentiousness. It’s minimal. I’m a pretty minimalist person despite how many bags I brought today” – jokes Ben.
With every company, the name is considered the walking 24/7 brand ambassador. It’s always a toss of what is the right fit like a marriage. North of 49 was originated from Ben’s at the time – residence in London, UK. He spoke on how they planned a great Canada day party – this is where the conversation on North of 49’s profile began. Ben and his partner were amidst the blueprint to open a restaurant – What he didn’t realize later on that the name would stick way past customs and poutine. “ We walked up to the poutine stand and there was a line around the block and we stood there and thought why you couldn’t get Canadian food, at any point, anytime and came up with the idea of North of 49. It started out as a cool Canadian comfort food restaurant in the UK. It jives with what I was thinking of for North of 49 – Canada is a diverse country and we are going with the ( roundabout way) that diversity is our strength. At the end of the day what helps to define who we are is that we all exist above the 49thparallell, the geographical definition of the boundary between us. Despite all of our differences, we all exist in this land we call Canada”.
What makes business owners/entrepreneurs so powerful is the confidence, determination, and willpower to keep going thick and thin. Did North of 49 experience those obstacles of muddy tracks in the making? Simply. Yes….lots! “There are some big heavy hitters, in a very crowded clothing space. They more or less have a monopoly on the Canadian brand, it’s a challenge to where we sit amongst them and figuring out if our story is too niche. In that case, we may not have a big enough market or if it’s too broad than we might get stuck under the weight of the big guys and never be heard from again. We came up with the idea of easy Canadian apparel for the modern human. Which I think to me it speaks to not just outdoor wear but people that live in cities – it’s a way to link a fairly diverse country together”.
But then again, there is always some surprisingly unexpected moments that follow, for some – a growing pinnacle that keeps on going. “My business background is in Communications. There is always a nagging feeling in the back of your head when you launch a website and you think to yourself afterward “ there is no one that is going to visit this place.” I remember with North of 49, sitting there – waiting and waiting. When you get the first hit you want to jump up for joy – it’s very exciting. Then it gets bigger, and you’re like wow maybe we found something there. Also, things like getting your first message from a social media influencer wanting to rep your brand and showcase. It is unexpected and exciting”.
Since we are oozing in everything Canada – If North of 49 could make their own version of fictitious ‘maple syrup’ – what ingredients from the brands ‘vibe’ would you add to it? “I would have to go with something classic like a smoky bacon flavor, campfire, city food and even butter tart. The spruce tree needles from our brand might not make a great maple syrup. Just because, well, I’m now wondering what spruce maple syrup would taste like!”
A laugh that ended the conversation at 100% and pure.
Rad + Raw is on board for a North of 49 movement. Ben says he wants to keep expanding their Canadian market of course but reaching abroad for that ‘ taste of home’ such as in Nordic countries that Ben said would be perfect for them. Ben hopes to see North of 49 at some of Toronto’s favorites such as One of a Kind Show and Etsy showcases!
Make sure you check out North of 49 website and socials! Become an OG before North of 49 creates big winds everywhere!
