Just at the point where hiking trails meet downtown, Parmi Lifewear is making a place for itself in the sustainable garments industry. On March 20, the five founders, all of whom love Mont-Tremblant, launched a line of versatile garments technical enough for outdoor adventures and conservative enough for urban chic. The business, which is led by women, is environmentally conscious and close to the community.

Two of the founders, Michèle and Véronik Bastien, plan to establish the Parmi Lifewear offices in Mont-Tremblant. The two women, who specialize in marketing strategy, acquired excellent experience operating their first business, Peppermint Cycling, which they sold in 2020.

Now they’re working with a solid team of cofounders – Luc Sabbatini, Maxime Boissonneault and Patrick Saint-Denis – who bring their expertise in strategic deployment, information technology, distribution and sales.

It was these three partners who came up with the original idea and convinced the Bastien sisters to come back to the clothing industry. For technical expertise, the company has hired Québec designer Virginie Brunet, who created a signature look from classic, timeless styles.

”The company mission is to simplify the outdoor experience” – Véronik Bastien, brand image strategist.

This unique offer reconciles the two opposing poles of responsible consumption… the dilemma of choice between consuming less and consuming better. The multifunctional garments support a simpler, more curated wardrobe by being able to go “from office to mountain”.

Better, more informed consumption is achieved through the eco-design of the products. The fabrics are carefully chosen according to their sustainability and durability, their natural origin and their recycled fibre content.

In establishing a partnership with manufacturers in Portugal, Italy and Lithuania, Parmi Lifewear ensures respect for working conditions all along the production chain. During their visits, Michèle and Véronik were impressed by the modern, light-filled facilities of the Portuguese factory.

“There’s a cost to producing in Europe, but we save on the transport costs compared with Asia. The factory we chose in Portugal has a solar roof and aligns with our values. They are very reliable and innovative. It has nothing to do with factories in Québec.” Michèle Bastien, operations strategist.

On the lookout for current trends, Parmi Lifewear offers a unisex collection as well as garments specifically for women, men and juniors (ages 7 and up). Prospective purchasers should, of course, expect to pay a higher price considering the high quality, range of uses and lifespan of the garments.

The company, which is highly innovative, will be using its online experience for its launch and development. Starting this spring, the Parmi Lifewear clothes and accessories are available online from the website, from online outdoor retailers and from sports stores across Canada. Over the summer, the cycling and junior line will be revealed, and several events will take place in Mont-Tremblant.

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