In this episode, we are joined by Shannon, owner of Simply Merino—a sustainable clothing brand based in Vancouver and specializing in Australian Merino wool. She shares her journey from teacher to fashion entrepreneur, and discusses how her values around sustainability, transparency, and community support have shaped the brand. The conversation explores the early challenges of running a business, the benefits of using natural fibers, and how customer feedback plays a central role in product development. Shannon also reflects on her recent trip to Australia to visit wool suppliers and offers a look at what’s next for Simply Merino, including upcoming product launches and textile recycling initiatives.
About Shannon
Shannon is the owner of Simply Merino, a Canadian clothing brand based in Vancouver that creates ultra-soft, sustainable everyday essentials for the whole family. Made exclusively from Australian Merino wool, Simply Merino offers cozy sweats, elevated basics, swimwear, and sleepwear designed with a minimalist aesthetic and a commitment to conscious living. With all production done locally in Canada, Shannon is closely involved in every stage of the process—from design to manufacturing—ensuring both quality and transparency.
Driven by a deep commitment to sustainability, Shannon has grown Simply Merino into a purpose-led brand that goes beyond fabric choices. Under her leadership, the company has diverted over 15,000 pounds of textile waste from landfills through its recycling initiatives. Her values as a mother, environmentalist, and small business owner continue to shape the brand’s mission. Whether it's educating customers on the benefits of natural fibers or building long-term supplier relationships, Shannon is redefining what it means to build a thoughtful, values-led sustainable fashion business from the ground up.
Contact info
Website: www.simplymerino.ca
Email: shannon@simplymarino.com
Instagram: @simply_merino
Facebook: SimplyMerino
Takeaways
- Lead with your values to attract the right customers to your brand.
- Be transparent to build trust and connect more deeply with your audience.
- Involve your customers, but stay true to your design principles and brand identity.
- Be prepared to learn through trial and error if you’re starting without industry experience.
- Focus on niche communities that naturally align with your brand’s values.
- Local production supports quality, ethics, and long-term operational flexibility.
- Stay mission-driven, especially during the early challenges of running a small brand.
Interview themes
What does it mean to build a values-led fashion brand?
Simply Merino’s growth has been rooted in a deep commitment to values rather than profits. When Shannon took over the business, she was driven by her passion for sustainability, natural living, and creating something meaningful—not the idea of building a fashion empire.
Her background as an environmentalist and holistic health practitioner naturally informed the direction of the brand, which prioritizes natural fibers, ethical manufacturing, and thoughtful design. This purpose-led approach has shaped everything from her material choices to how she communicates with customers.
How can transparency strengthen brand loyalty?
In the early stages of running Simply Merino, Shannon hesitated to show the reality behind the brand because she felt small compared to polished competitors. Over time, she realized that being open about the production process, working from home, and the brand’s modest beginnings actually created deeper trust.
Today, she actively shares how garments are made, who makes them, and why certain decisions are made. A major turning point in this journey was visiting her Merino wool supplier in Australia and sharing that story with customers. These behind-the-scenes moments help reinforce customer loyalty and show that the brand is committed to full transparency.
How do customer relationships influence product development?
Shannon’s design process is closely tied to feedback from her community. While she remains the final decision-maker on what gets produced, many product ideas originate from customer suggestions. For example, her expansion into women’s wear and eventually men’s designs was a direct response to customer interest. However, she only moves forward with designs that reflect her own sense of style and comfort, ensuring that each piece aligns with the brand’s identity. This balance of listening and leading helps ensure the line remains both relevant and authentic.
What are the challenges of growing a sustainable fashion business from scratch?
Taking over an existing brand presented challenges Shannon hadn’t anticipated. While there was an initial customer base, she had no fashion or business background and had to learn everything through trial and error. Early production issues with manufacturers led to faulty products and difficult customer situations, compounded by the stress of juggling a young family and limited financial resources. The early years were marked by exhaustion and self-doubt, but those experiences laid the groundwork for later resilience and clarity around her business values.
How can niche communities drive organic brand growth?
Without a traditional marketing strategy, Simply Merino’s growth has largely come from word-of-mouth and community support. Shannon discovered that homesteading groups, outdoor education networks, and families interested in natural living were particularly drawn to her products.
These niche audiences helped spread awareness about the brand, and their interest shaped how Shannon continued to position and market her garments. This grassroots growth strategy proved more effective than paid advertising, aligning naturally with her values-led approach.
Why is local manufacturing a strength, not a limitation?
Keeping production in Vancouver has been a cornerstone of Simply Merino’s operations. By building long-term relationships with local manufacturers, Shannon has been able to maintain quality control and streamline communication. If issues arise, they can be resolved quickly and in person.
Beyond logistics, she sees local production as a way to support the skilled labor force in her city and ensure ethical working conditions. Recent shifts in consumer awareness—especially during the COVID-19 pandemic and after tariff changes—have only increased interest in Canadian-made products.
How does sustainability go beyond fabric choice?
The brand’s sustainability efforts extend far beyond its use of Merino wool. One of Simply Merino’s most significant projects has been collecting and recycling fabric scraps from production—over 15,000 pounds so far. These scraps have been sent to North Carolina for processing into new yarn, which Shannon plans to turn into products like socks, hats, and blankets. This focus on circularity demonstrates how the brand is committed to reducing waste and continuously improving its environmental impact.
What advice does Shannon have for women starting sustainable fashion brands?
Shannon encourages aspiring founders to be honest about their motivations and prepared for hard work. For her, success came from being transparent, staying aligned with her values, and building genuine relationships with customers. She cautions that the road is slow and often financially difficult in the early years, but that staying mission-driven can lead to long-term fulfillment. Her journey reflects the importance of storytelling, adaptability, and owning your identity as a founder, even when the business is small.
Chapters
00:00 The Journey to Sustainable Fashion
02:58 Building a Values-Driven Brand
06:09 The Role of Natural Fibers in Fashion
09:06 Transparency and Customer Involvement
12:04 Challenges of Running a Small Business
14:56 Growth and Community Support
17:49 The Importance of Local Production
21:07 Sustainability in the Supply Chain
23:59 Educating Consumers on Sustainable Choices
26:58 Lessons Learned and Personal Growth
30:04 Future Goals and Innovations
33:04 Advice for Aspiring Entrepreneurs
Transcript
Shannon
I try to explain and educate. But it's my job, I feel, to educate customers or potential customers the importance, and again, not only my shop, but to understand what they're buying and who they're buying from just to make sure that they feel good. I know that so many people don't have the means really to buy slow fashion or educate themselves on the importance and if my customers are choosing my shop to buy something from me when I know most people are financially in a hard time like that that fills my heart and it makes me understand the importance of what they want. You know, like they want to know who they're buying from and I'm honored that they're buying from us.
Glynis Tao
Welcome to Chase Your Dreams, a podcast for fashion entrepreneurs who want to build a purposeful and profitable clothing business so they can make a living doing what they love. I'm your host, Glynis Tao, an apparel business consultant and SEO specialist with 20 years apparel industry experience. I'm also a mom to a wonderfully energetic little boy named Chase.
Welcome to Chase Your Dreams podcast where we dive into the stories behind purpose-driven brands and the people shaping the future of fashion. Today, I'm joined by Shannon, the owner of Simply Merino, a Canadian clothing brand known for its incredibly soft, sustainable everyday essentials crafted exclusively from Australian Merino wool. From cozy sweats, t-shirts and swimwear to elevated basics for women, men and kids.
Simply Merino is redefining comfort with a focus on minimalism, quality, and conscious living. Based in Vancouver, Simply Merino designs and manufactures all of its pieces in Canada, allowing them to be personally involved in every stage of creation. At the heart of the brand is Australian Merino Wool, an incredibly soft, temperature-regulating, and durable fiber that's also naturally renewable, biodegradable, and doesn't release harmful microplastics when washed.
Shannon's commitment to sustainability goes beyond fabric choice. In fact, Merino has kept over 15,000 pounds of fabric scraps out of landfills through its own recycling efforts. In this episode, we talk about what it means to build a values led brand, how Simply Merino is tackling textile waste head on, and the challenges and rewards of growing a fashion business from the ground up. So let's get into it.
Welcome Shannon. It's so nice to have you here today. Thanks for joining me on the podcast.
Shannon
Thank you so much for having me. That was a really great introduction. Thank you.
my pleasure. I think you have an incredible brand that's quite unique because you make all your clothing from Australian Merino wool and you make it right here in Canada.
That's right, we're very lucky, right in Vancouver, off of Clark Street.
Glynis Tao
Great. So I love to get to know you a little bit better. So let's go back to the beginning. Can you tell us about your background and how you got into this business?
Okay, yes.
Shannon
Before or like my last life, I was a teacher and I befriended one of the parents in my class and I loved her and she has three kids and just like, I actually just kind of wanted to be her to be honest. And she ran, she started Simply Merino. So she started it in 2010. Her husband is from New Zealand and her mother-in-law is a Merino wool supplier.
She talked to me about her business and I loved it. Fast forward a year, I had a kid and then we were hanging out and I just asked her how her business was. And to me from the outside, it looked easy. It looked like she had everything put together. She was easy breezy. And she's like, well, I can't do it anymore. I have to close the doors. It's just too much for me. There's too much going on. And I just can't do it.
And so I talked to my partner and I was like, oh, you know, like this would be fun. He's an engineer at the time. I think he was doing his MBA and just really go, it'd be fun thing to do. So I asked her and I approached her and I was like, Hey, like, do you, do you want to see it go somewhere? Or do you want to just close the doors? And she's like, I would love for someone to take it. And like someone who I love and trust.
So we bought her inventory and at the time it was just babies and pajamas and thermals and very small, all made in New Zealand. So that's how it started. So that was nine years ago. There's been many years of learning experiences, many tears. It was great. It was a great thing not to have started it from the ground up.
It was also very hard in the same way because I already had some customers, not many, but they had this expectation and I just, I honestly had no idea what I was doing and had to learn from all of my mistakes. But that's where it started and nine years ago and it's been growing every year and I'm very fortunate and I fell into this, but it's my passion and it's just been a really great journey.
Glynis Tao
Wow, that's amazing. That's a great story. So no background in business or fashion.
Shannon
You know, the more women that I meet who are small business owners, they don't have much business background either. It's just the passion that comes with it. And I was always an environmentalist and I got my degree in geography and just like really that was my passion. And I think because of that, that's really helped our business succeed and it wasn't about the money.
Does that make, like, it was more kind of like, this would be a fun thing to do, never expecting that it would be my full-time job and I don't teach anymore. But yes, no fashion, although I did make my grad dress when I was in grade 12. So there's that. I have some fashion.
Glynis Tao
There you go. That's great. I think really having that passion is a really important factor, right? In any business, I think you can learn all those other aspects, but the passion really carries you through the hard times and the challenges. So how did your own lifestyle, whether as a parent, a creative or a conscious consumer, shape your vision for the brand.
Shannon
Well, so I had my firstborn who was one at the time and I guess it was just well and then I had my second one a year or two after and that it yes it was important for my kids to wear natural fibers and understanding the health impacts of non-natural fabrics and synthetics were extremely important to me always. And having kids, it was even more important. But that was kind of like the drive of the beginning of the business of the natural fabric for kids. Then understanding that my customers also, the moms also wanted something and therefore I wanted something. Like the balance was hard. Everything was just, I don't really know how to answer the question.
The lifestyle, I guess it's, yeah, I'm always an outdoorsy person. I'm always a natural person. I did my holistic health practitioner course and lived on Salt Springs. So that has always been important to me. And that is true in our brand as well. And then it's like the natural colors and the beauty of the wool that is enhanced and not necessarily the styles.
Glynis Tao
Yeah. I can really see that come through in your branding aesthetic and your color palette. A lot of the nature natural colors. Why did you choose Merino Wall specifically? Because I know you took over your friend's business and they are already working with a New Zealand wall, did you say? So what really drew you to that fabric over others?
Shannon
It was just the properties. I knew Merino wool before with the bigger companies and loved it and understood it. And it was just the amazing qualities that it has, like the hypoallergenic, fire resistant, natural, wicking. The list goes on and the fact that it's renewable, it's natural.
That always intrigued me, but the business started with Merino wool. I can't pivot and say, okay, now we're gonna only make things in cotton where it's like 90% cheaper, which would be good with the financials, but it was always the heart of the brand.
Then understanding it more, we went to visit Australia and our supply chain and Merino sheep farms and like understanding the work that goes into it, the love that goes into it, the stories that are into it just inspires me more to work with the fabric.
It's such a beautiful fabric. Beautiful.
Glynis Tao
Yeah, I mean, your fabric is really, it's, you use mostly knits, right? Knit fabrics and it looks so soft, you know, it's so comfortable compared to what you normally think of when you think of wool, kind of that maybe itchy, scratchy kind of feeling, but your clothes don't look like that at all.
Shannon
It's not. Sometimes, you know, there are a small percentage of people who can't wear it no matter if it's really soft or not. But I'd say like 99% of our customers. Yeah, it's it's so soft and it's easy to wear. And it's just because of the microns are so low, which means it's just like a really soft fiber as opposed to wool from other sheep. Merino sheep just have really fine fibers.
Glynis Tao
Simply Merino is known for its quality, transparency, and sustainability. How do those values show up in your design and production process?
Shannon
Well, we try to be as transparent as we can. Design wise, well, I always kind of go with what my customers and followers want to see. It's over the nine years of learning social media, because I had no idea what I was doing. People want to see who's behind the brand.
People wanna know what we do, where we have our products made, who makes them, how we design products. But I really try to get my customers involved. For example, a lot of our newer products, it's because people wanted them. If a lot of people are asking for a certain item, then I take them on the journey of trying to make the item that they want, right?
So it's always been important, it was never at the beginning of the business. I felt like I had to hide everything because we were so small. You know, like we were working out of our bedroom and then our garage. And it just was, for some reason I felt embarrassed because you follow people on Instagram and everything is perfect and they have the most perfect showroom and just like, I wasn't there and I wasn't transparent in that.
In those days, I wasn't with our business per se, but like, it wasn't until recently that I felt like it was so, it's so important to tell the whole story, you know? But that's what the feedback that I've got from the people who are our customers. So it was a learning experience for how much they want to see, how much transparency they want to see.
Glynis Tao
Hmm, okay. So from what you're saying, it sounds like you involve your customers in the process of the designing and production parts and taking their feedback and turning them into garments. Your pieces are beautiful and simple and functional. So how do you approach your product development for everyday essentials and what makes a garment worth producing?
Shannon
Great question. someone told me this a while ago. I can't remember who and I can't remember how long ago, but they're like, you need to make something that fits you well, that you love. Not everyone will love it. The fit won't work for everyone, but hopefully some people will. Hopefully like quite a few people will, right? So I never make anything that I wouldn't wear. You know, if a customer wants something like a tube top or something like that, I'm not gonna make it, you know, especially if I think that it won't work and I wouldn't wear it. So I do take into account what my customers want, but at the end of the day, I need to make something that I love with the colors that I love, with the different types of fabric that I love. So, as long as I trust myself and I am honest, then I think that I'm making a good product. And if I do make a sample that I hate, I'm not going to make it. You know?
Glynis Tao
So you're like the final decision judge that says whether or not this is going to go through or not.
Shannon
100% and it's just me. I'm designing it. I'm getting it made. I'm trying it on.
Glynis Tao
And it's nice to have a business like that where you're making something that you also love yourself, right?
Shannon
Yes. I wear my brand all the time.
Glynis Tao
That's amazing. So you do all your production in Vancouver, Canada. Yes. Has it been challenging to keep your productions, products Canadian made and has there been a renewed interest in making Canada products since the tariffs have been announced?
Shannon
No, it's never been an issue making anything in Canada. Vancouver has so many skilled seamstresses and manufacturers. I know right now there's a lot of manufacturers that don't have enough business because a lot of the American companies said no to Canadian made and they're out. So it's a really great time for Canadian apparel businesses to start making or thinking about making in Canada. But no, you know, it took a few years to find ones that we love. We've been working with the same three for, I don't know, five, six years. So they're our friends. know, if there's something wrong with, you know, there's always going to be some quality controls and if there's a seam that's wrong or it's like uneven, it's so easy for us to get in the car and they fix them, you know, without like, there's not even any hesitation because we have that relationship and because it's there, we're local.
Yes, there has been more interest in Canadian made, but that was, you know, when COVID started, everyone wanted to support local. Everyone wanted Canadian made, which was great. COVID actually really helped our business because everyone wanted to be outside and then they understood Merino wool and supporting small Canadian businesses. So yeah, that time was great for us. And again, right now, because of the tariffs in February, when there is a lot of fear regarding the tariffs, we had great sales, but will it last? I'm not sure, but I'm really glad that Canada or Canadian brands are being showcased and understanding the importance of Canadian made. And it's not as hard as one would think.
Glynis Tao
Great. So you recently took a trip to see your Australian wool supplier. Can you tell us a little bit about that? Sort of what you saw, what learned?
Shannon
Yeah, well, we took our kids and it was a family trip and we've always been kind of working with it. We've been working with the same supplier and through emails and perhaps some phone calls. But on our end, we're thinking that they're a huge supplier and, you know, intimidating and coming from our little small shop. So we really want to understand them. We want to build that relationship. But also understand the process of processing Merino wool. So we went down there, we met our supplier in just out of Melbourne and it was so lovely. It's such a small facility. You know, it was funny because like you have these grandiose ideas and then you walk in and everyone knows your name and just like, it was just so interesting to understand how they knit and dye and what they're doing for sustainability. And it was just a really great experience and for our kids to understand like this is where our wool comes from. Also, we got to visit one of many Merino farms, but especially one that our wool actually came from. So we go there and
We stayed there overnight and it was just the most beautiful experience. The farm was incredibly beautiful and it's just so magical. And they were so excited to see a final product. They've never seen anything that would come from their sheep. So we got to show them and give them some of our product from their farm.
It was just so magical. It's hard to kind of put into words how important it was for me, just the passion and the understanding of the transparency is just, it was so great. I want to go back, but probably not for a few years. It was so great though.
Glynis Tao
Oh, that sounds amazing. Just to meet the people face to face. People grow your fibers, raw material, right? It's starting point.
Shannon
It's starting point and how many businesses are able to do that, right? Like we shook hands with the farmers who sheared the sheep to make it. It is just, it's just so special, so special.
Glynis Tao
This reminds me of a documentary I saw. Have you seen it? It's called Fashion Reimagine.
Shannon
I don't know if I have.
Glynis Tao
My gosh. It's a great film. It's documentary that follows. It's a UK brand, Mother Pearl. They're a creative director, designer, and they wanted to have the same thing, right? Full transparency with their supply chain where they source their materials. they were going to sourcing for wool and cotton. So, yeah, the whole documentary takes them along the journey.
They wanted to know exactly where the wool was coming from and the farmers and then, you know, the whole knitting process and everything, right, along the whole supply chain. It's a great film. think you would love it.
A lot of customers today are seeking out sustainable options. So how do you educate your audience about the benefits of Merino and the ethics behind your brand?
Shannon
While I try to put as much information on our website, we've got quite a few different pages that talk about the sustainability practices of our shop and the supply chain and so forth, but also social media, a bit of a broken record of the wrongdoings of fast fashion and not necessarily just talking about my brand, but how it's important to choose quality over costs perhaps or like knowing where your product comes from and who makes them and what it actually means. mostly it's social media to be honest. And again, it's like the kind of the question answer if whatever people want to hear, I try to explain and educate. But it's this constant thing because, you know, social media it's like three weeks later I have to do it again because there's different people who see it or didn't see it.
But it's my job, I feel, to educate customers or potential customers the importance and again, not only my shop, but to understand what they're buying and who they're buying from just to make sure that they feel good. I know that so many people don't have the means really to buy slow fashion or educate themselves on the importance. And if my customers are choosing my shop to buy something from me, when I know most people are financially in a hard time, that fills my heart and it makes me understand the importance of what they want. You know, like they want to know who they're buying from. And I'm honored that they're buying from us.
Glynis Tao
Yeah, that must feel really good and reassuring, guess, to have the feeling that your customers understand and appreciate what you do.
Shannon
Yeah, 100%. Seeing so like, really don't know what I'm doing, you know? I'm trying, like I'm figuring it out, but I really, I'm just, I don't really know what I'm doing.
Glynis Tao
Well, let me ask you this question. What has your community of customers taught you throughout this journey or inspired you to do differently?
Shannon
To be honest, I feel so grateful for my community of customers because they've really embraced me and seem to appreciate me and what I do and what I make and how we make it and how transparent we are and that we're trying. And I think the bottom line is that our customers know that we're trying to be a better business, a sustainable, like we care. I think they've just taught me to follow my heart, that's what it is. To follow my heart because for so long I just kind of, for the first three or four years of owning this business and working so hard and just crying at nighttime because it was just me and.
I kept saying that I was a teacher, but I hadn't taught for three years because I wasn't, I never felt worthy of the label that I'm an entrepreneur or a business owner. I never felt like that. I still am like, no, you know what? No, I am proud now and I'm able to say it, but that's because of my community of customers who have taught me to be proud. You know? They're important.
Glynis Tao
Yeah, absolutely. And this is a good segue to lead me into the next question about, okay, challenges and lessons learned. What were some of the biggest challenges you faced early on as a business owner?
Shannon
Well, like I said, we had no idea what we were doing. And in this industry, I think it's different now, but everyone was very hush-hush of where they would make their garments, right? Like no one would say where they would make them because they didn't want anyone else to come in and take over their space. So it was so hard to find a manufacturer. And the first manufacturer we had did not go well, had the wrong machine and basically, like I said, I already had some customers, so they were waiting on our restock of the products that have already been made and she had used the wrong machine, so when you put it on, it stretched and the threads broke and I didn't know what, like we didn't have a lot of money and customers were upset.
But I didn't refund them. I didn't know what I was doing. I was like, okay, well, sorry, this is what happened. If you want to fix it, we'll pay to get it fixed. Or I can't remember what we did, but I wasn't, I didn't do that well. I felt like it was our error. What we should have done was just like, you know, scrapped it all and then just started fresh. But I still feel bad for that because those customers walked away with, you know, not so great product.
As well as like, I had two small kids and I, it was incredibly hard. The balance for women, I'm sure there's balance for men as well, but I would resent my baby for not sleeping because I had to count stock. I had to fill orders. I had to, I would get mad at her for not sleeping right away at nighttime and I, I've, it hurts my heart because it was such a hard time. Cause I couldn't figure it out and I felt like I had to do everything right away in order for our business to grow. Now, you know, nine years later, I have a lot more spare time because I would, I'm able to, have some employees that help me. When you start out a new business, you have no help financially. You have no finances. And with kids, it was really hard.
Glynis Tao
Yeah, so you had a baby already, right? When you had taken over the business and then you had your second child too. How old are your kids now?
Shannon
10, almost 11 and almost 8.
Shannon
Yeah, it's good times now and it's fun for them to see our business now. But I almost think like it would have been easier if I started something now rather than when they were really little when they depended on you so much, right? Yeah, it's hard.
Glynis Tao
And this is a family business, Is your husband involved in it as well?
Shannon
Yeah, we own it 100% and then we have a few employees that help with packing orders and customer service, but that's it. So it's just us. And now, you know, when we first, the first few years, I'd never say that like, oh, we're a big business. I never would say a big business, you know, it was, I was embarrassed that it was just us.
Glynis Tao
My gosh, I have to show you this post that I made on Instagram about the same thing because I had a clothing brand before. You know, those early days when I was cutting and sewing, making everything myself on my kitchen table, I was hiding behind it and saying, pretending that I was like this large corporation. You know?
Shannon
Yeah, I know had this facade right and just kind of hid behind the products and I don't know if storytelling was a big deal back then, right? Right now it is. Yeah, it's funny how we felt ashamed of working hard in our kitchen table. I still work on my kitchen table, by the way. That's my office.
Glynis Tao
There's nothing wrong with that. That's great. you should show us more of that behind the scenes. I'd love to see it.
So let's move on to talking about growth. What were some pivotal moments that helped Simply Merino grow from an idea into a successful business?
Shannon
It was a slow growth, you know, we've been growing every year to a really great pace for us. Like I said, we're very small. We have no intention of becoming this big company. don't think being bigger means better, right? Like there comes more problems and I just that is not of interest to me.
To be honest, COVID really helped us. Like that was a pivotal moment where we were sought after in a way, right? Like we ticked off quite a few check marks for what Canadians wanted at the time. So we were very fortunate to get a big boost of sales during that time. And it was organic growth and then certain people found our shop and organically shared it. And I felt like that was part of a lot of our growth too. When bigger names tend to share something, people listen. So we had a few great people who, again, just shared our shop and helped us grow in that. And then I think that was our biggest growth during the first year and a year and a half of COVID. And then it's been growing since, but I felt like that was like a big push.
Glynis Tao
Yeah, and I think, I mean, we talked a little bit about educating consumer. Just in terms of like the brand itself and building awareness and trust for a, I guess a lesser known, let's common fabric like Merino wool. Yeah, how did you build this awareness, especially in the Canadian market?
Shannon
Gosh, um, I don't really know. I don't think it was me. I don't think I did anything different. I felt like maybe I pushed more of the the properties of Merino wool and why it was important for that time of our life, but I honestly think I don't think it was much about me. I think it was other people who shared about us and educated their followers or customers or whomever. But I don't think it was entirely me.
Glynis Tao
Right. Yeah, no, that's really interesting. You say that. do you like, I'm just curious to know, I guess from a more business standpoint, a point of view, right? Because the podcast is really more intended for fashion printers and business owners. just your sort of insight on all this. So like what marketing or customer strategies helped you to create the loyalty for your brand and getting those repeat customers?
Shannon
Great question. Well, we've really never paid for any marketing. So Google AdWords we did for a year, I think, but we don't invest in a lot of marketing. Again, like I didn't have a strategy by any means. There's just by chance certain groups, so a lot of different groups like natural fabrics and when our shop is featured in these groups such as like homesteading families. Homestead is huge right now. So that's farms and you know natural lifestyles. It's huge. We gained so many new customers but I didn't know about that community, right?
So it wasn't, I wasn't searching for different ways of marketing. It kind of organically just happened. So these different communities and groups shared us and then I understood, wow, these outdoor communities really want wool. I'm going to market that or like hashtag outdoor or
work with outdoor schools, which we've done many times, right? So I didn't have a strategy. It was all kind of like what I experienced and then I followed through from that. Does that make sense?
Glynis Tao
That's really interesting. I think every company does things differently. Yeah. It's interesting that you share that and these communities that you just happen to, I guess, come across that you didn't know before.
Shannon
No, you know, obviously I knew that but I didn't know that how much interest they wanted or invested in natural fabrics, right? And I was like, So it was by chance. But I don't think it's for every fabric. If this is for, you know, fashion students or fashion businesses, it's not for every fabric. But I think it's listening and understanding where the need is or your niche market, right? And then kind of market it through that.
Glynis Tao
Yeah, very good advice. I love it. So let's talk about the future. How has your brand and your vision evolved over the years? I mean, from the beginning, when you first started to where you are now, how has your vision for the brand evolved?
Shannon
Well, like I said, it started just as kids because, you know what, 10 plus years ago it was very hard to find any pajamas that weren't chemically treated with fire retardants and Merino wool is naturally fire resistant. So the brand focused on kids and still does. But when I started making, first I made a long sleeve shirt for women.
And then it kind of just naturally just progressed into more of a women centered brand. And again, it's kind of like what people were wanting. You know, there's the basics for kids, but you can't really go too much more with the kids line. But for women, there's so many different products that you could make
And to be honest, it's more inspiring for me because then I, like kids, yes, of course it's important. They are important, but these I get to have like different styles and different fabrics. That's been exciting too. I've really, I've been more using different types of weaves. So like waffle and fleece and a thicker rib. That's really exciting. That really helped. Kind of like my inspiration for the brand.
Glynis Tao
Do you have any new product, collaborations, goals on horizon?
Shannon
Okay, yes, so I'm bringing out new products, not all the time, just the products that I feel are worthy of making and the need for them. I'm making some men's underwear, because our Merino underwear for women is one of our biggest selling products. And I have a little boy and he needs some wool underwear, so I'm making those. So kind of like making a bit more for men, not much. I really am more focused on women and a few items for men and obviously kids.
So we've saved over 15,000 pounds of our textile waste in production and last summer we shipped it on a train to North Carolina where they are recycling it. So our next big project is making products out of our recycled wool. So that is like, that's my excitement for the next probably year. So yeah, that's the, and the goal, the goal is just to keep doing what I'm doing and not focus on numbers per se, but just focus on my true self and what my values are for our brand.
Glynis Tao
That sounds amazing. So the scraps that got sent down to North Carolina, did you say, are actually going to be repurposed into something else like turned into another fiber that you're going to use?
Shannon
Yeah, so they are shredding it and they have already shredded it and now they are just testing what kind of thread or yarn that they can make it into. So they would have to add either virgin wool with it to make it stronger or not, or maybe cotton or something. And then we're going to see what we can make.
It's kind of a testing period, but yes, it's going to become wool again, not necessarily a fabric, like a knitted something or other, know, socks and hats and maybe a sweater and a blanket, but all from our recycled textile waste. I know, I know. So that's what I'm really looking forward to for sure.
Glynis Tao
Yeah, wow. So last question. So what advice would you give to other women or mompreneurs starting their own sustainable fashion brand or starting their own sustainable fashion brand?
Shannon
I would say go for it and don't be afraid of storytelling. Be transparent. Stay true to your values and what is important to your brand, whether it's design or the fabric. But if you're a true sustainable fashion brand, then you have to work hard and you have to earn that title.
You know? So, as long as you have a passion and you have a drive, then do it. It's hard, but you gotta do it. You gotta try.
Glynis Tao
Yes, you gotta try. Yeah, no, I mean, I really feel what you're saying. Just really, it truly comes from the heart. I can feel it.
Shannon
I think that if you're doing it just for the money, don't do it.
Glynis Tao
No, don't do it. It's not a business to get into to get rich fast.
Shannon
Exactly. It was you know, five years. It took us five years to even make any money. Right? Don't do it for money because it's likely it's not going to happen. But if you're doing it to make a change and to do it to do something better, then yes, of course, do it.
Glynis Tao
Where can people find you if they want to get in touch with you?
Shannon
I would say email or social media. I'm the one behind social media, so any messages go to me. My email address, shannon@simplymarino.com. Those are the two best ways to get a hold of me.
Glynis Tao
Thank you so much, Shannon, for sharing your journey, insights, and inspiration with us today.
Shannon
Thanks for having me. That was so fun.
Glynis Tao
That was great. If you're listening and want to experience the comfort of sustainable Merino wool for yourself, head to simplymerino.ca.