How We Decide What Jackets to Design Next: Our Secret Process Revealed

Have you ever wondered how a leather jacket goes from a simple drawing to a beautiful piece of clothing you can actually wear? Most brands keep this a secret. But we love sharing! Since 2013, every single jacket we sell  including the ones landing on doorsteps across Canada goes through a very careful, step-by-step process. We never just guess what you want. Here is exactly how we decide what to design next, and why it means you get a better jacket!

1. It All Starts With You

We do not look at fancy fashion shows to get ideas. We listen to you! Every review you write, every email you send, and every question you ask tells us exactly what we should make next.

When our customers said they wanted vintage-looking jackets, we made a whole new collection of washed leather jackets just for them! When people asked for bigger sizes, we quickly added sizes up to 3X. We do not make choices in a boring meeting room; we make choices based on what you actually want to wear whether that's a warm layer for a Toronto November or a light one for a Vancouver spring.

2. Watching Movies and TV

We love listening to you, but we also love seeing what is cool in the world right now. When a big movie or TV show comes out, we pay attention!

Our fun screen-inspired jackets exist because you wanted to look just like your favourite action heroes. But we are careful. We only make jackets that will look amazing today, and still look amazing three years from now. We want your jacket to last forever, not just for one quick trend.

3. Drawing and Testing

When we finally say "yes" to a new jacket idea, the fun begins. Our team draws every little detail. We pick the shape of the collar, where the pockets go, and exactly what kind of shiny zipper to use.

Then, we make a "sample." A sample is a test jacket. We try it on real people to see how it feels. A jacket might look cool on paper, but if it feels tight or uncomfortable, we change it! We usually make two or three test jackets before we get the fit absolutely perfect.

4. Picking the Perfect Leather

This is the most important part! We never use cheap materials. We look at every single piece of leather to make sure it is soft, strong, and beautiful. We only work with safe partners who follow strict rules to protect the earth and their workers.

Different jackets need different leather. A dressy jacket might use super soft lambskin, while a tough motorcycle jacket needs strong cowhide leather. Because we are so picky, our jackets feel incredibly premium the second you open the box!

5. Our 5 Rules for New Jackets

Not every drawing becomes a real jacket. Before we start making them, every new idea must pass our 5 special rules:

If the answer is "No" to even one question, we start all over again. This keeps our store full of only the absolute best jackets!

6. Checking for Perfection

Once the design is perfect, we start making them! But we do not just throw them in a box. Every single jacket goes through our strict 7-step quality check. We look at the zippers, the pockets, the inside lining, and the stitching to make sure it is flawless.

We also double-check our size guide constantly. If a customer tells us a sleeve is a tiny bit too short, we fix it for the next time. That is why our jackets fit like a glove!

7. We Never Stop Listening

Our job does not end when the courier drops off your box  whether that's in Calgary, Montréal, or Halifax. We read every review you write. We want to know how the jacket feels after you have worn it for a whole month!

Sometimes your comments help us make pockets deeper or zippers stronger. Sometimes you give us an idea for a brand new jacket! This is exactly why our customer reviews are so amazing. When you love your jacket, it is because you helped us design it!

Knowing that a whole team of people thought about your comfort and style makes clicking "Add to Cart" feel really good. See what's fresh in new arrivals and best sellers free shipping across Canada.

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