“Hand-picked items for those whose style is constantly evolving”

Looks & Models from Cherry Pick Collective | Photography by Yasmin Dehghannegad | Set by Daytona Homes (@daytonahomesyeg) | Published by @the_issuemagazine

In a time where fashion trends come and go in a matter of seconds, a capsule wardrobe is getting increasingly challenging to maintain. Chunky boots have been replaced by vintage kitten heels and leg warmers, maxi skirts are the new miniskirts, the choker from the early ‘90s are having a comeback in a new bold, oversized style, the hype over parachute pants seem to have subsided, and layering a dress over jeans is the new cool. Also, whatever happened to cottagecore now that we’re into moto-inspired looks and sheer fabrics? In the midst of scouring for the next trendy piece to add to our collection, sustainability nags at us to turn to second-hand shopping and supporting sustainable brands, which can be hard when thrifting demands time and energy, and environmentally-conscious brands come with a hefty price tag. Fortunately, small businesses like Cherry Pick Collective make things easier for us by providing a carefully-curated selection of fashionable must-haves to get our next statement piece from. We at The Issue Magazine were lucky to sit down with the founders of Cherry Pick Collective and pick their brains about how to balance sustainable habits with staying on trend, what sustainable fashion really means, and how their business came about. Read on for a transcript of the interview, lightly edited for clarity and comprehension.

Give us the lowdown on Cherry Pick Collective - How long did it take for the brand to get to where it is currently? Does it look like what you envisioned since the beginning? What are your intentions and goals in pursuing this brand?

Cherry Pick was an idea we had always talked about. From a young age, we would reminisce over our after-school trips to Value Village and dream about how great it would be to turn our love for thrifting into a brand. It wasn’t until 2022 that we decided to make it a reality.

The first ever Cherry Pick meeting was on June 12th that year. We were having a girls’ night in and we had just decided to give Cherry Pick a chance (at the time, we were still playing around with the name). We got a sudden burst of inspiration and decided to take the whiteboard out to jot down some ideas.

From that day, this whole experience has felt like a roller coaster. We had our first ever Cherry Pick shoot on July 7th, and then our first ever post on the Cherry Pick Instagram went live on September 13th.

Looks & Models from Cherry Pick Collective | Photography by Yasmin Dehghannegad | Set by Daytona Homes (@daytonahomesyeg) | Published by @the_issuemagazine

We describe Cherry Pick as “hand-picked items for those whose style is constantly evolving”. We realized that the older we get, and the more we love and accept ourselves, the more our style becomes personal and true to us. Our goal with Cherry Pick is, and has always been, to empower people to dare to be purely themselves. We attempt to do this by selling clothes that are unique and transcend mainstream trends.

For us, Cherry Pick is much more than just a business. From the beginning, we have always seen Cherry Pick as a creative outlet first, and a re-selling shop second. Our big-picture goal for the brand is to create a collective where creatives who are passionate about fashion can come together. In the future, we would love to host events, markets or create a “Cherry Pick” branded clothing line.

What has/have been your most memorable success(es) and/or failure(s)? In hindsight, is there anything you would have done differently, more of, or less of?

We are big believers in the small wins; the ones that are most memorable aren’t always the biggest. The first day we launched, after months and months of planning and preparation, the love we got from our community upon launch truly touched our hearts. Many people reached out to us as a collective and individually to show their support. Having people value what we create, bringing joy to others through our small business that brings us so much joy too, and if we’re really lucky, maybe even inspire someone to try a new creative venture — isn’t that the greatest success?

After our initial launch, the first market we were invited to was The Local Love Market by NEWLIFE Clothing. This was a huge accomplishment for us. Seeing the number of people who came to shop with us was really special too. Despite our fair share of minor setbacks, we are fortunate to not have experienced anything exceptionally jarring, although we would say one of our greatest weaknesses is our love for the pieces we sell. Sometimes we fall in love with one that we just can’t part with… there are certainly a few of them in our closets.

If you think about it long enough, you can always find a place you should have acted differently in hindsight, but realistically everything we did brought us here, and here is a pretty cool place to be. We have a lot of growing left to do as we’re only just beginning.

What does sustainable fashion mean to you?

Sustainable fashion is a multifaceted concept. It first comes from understanding your style, what you love, what makes you feel confident, and what makes you feel authentic. This representation is the beginning. Pairing this concept with finding sustainable solutions to soothing our interests will make consumption a more eco-friendly and slow process. Searching at a thrift store, a friend’s closet, or an estate sale all fall under sustainable fashion. Finding longevity is a huge part of sustainable fashion. Finding longevity in microtrends or steering away from them entirely revolves around how Cherry Pick views this idea; in the fashion industry, sustainability targets both the product and operations. We at Cherry Pick see sustainable fashion as a lifestyle change that reflects self-expression, slow consumption, and thinking beyond a clothing item into its production.

What are your thoughts on the current state of sustainable fashion in the world?

It can be deceitful when fast-fashion brands greenwash their operations or overinflate one area of remote sustainability that is now the messaging for its entire company. As a society, we can find ways to align with sustainability that includes and stems beyond fashion. For those who take part in fashion, this may look like second-hand shopping, or if one can afford a sustainable and ethically-produced item, support that movement. Sustainability also encompasses how brands treat employees, which is overlooked when people talk about sustainable brands. The current state of sustainable fashion should move to a place where new sustainable clothing becomes affordable or second-hand clothing remains accessible to those who cannot afford new clothing. This is a large portion of how Cherry Pick came to be. We tried to find that balance.

Any advice for the younger generation on how to do their part to practice sustainable habits while still maintaining their own style?

The first and most important step to becoming a more sustainable shopper is being able to identify if you like an item because it is trendy or because it aligns with your personal style. It is important to be able to differentiate the two because fast fashion is fueled by trends, especially microtrends. By only shopping pieces that fit your personal style, you will create a timeless (and sustainable) wardrobe with pieces you’ll use for years.

If you would like to experiment with your style, the best option is always to shop second-hand!

Where are some of your favorite places to shop sustainably?

Second-hand stores like Plato's Closet, Wrinkled Consignment, The Come Up, Goodwill, and Value Village are all fun, trendy, and sustainable places that each offer a unique collection of sustainable clothing. Another place to shop sustainably that we found a love for is Blogger Armoire, a luxury consignment store in Edmonton that tends to high fashion and reputable brands.

What is your favorite piece from Cherry Pick Collective so far?

Our favorite pieces are the items that carry a story behind them. For instance, one standout piece is a Japanese baseball jersey that we thrifted in a market in Italy. This piece has extensive history — how a Japanese jersey ended up in Italy and found its way to Canada we don’t know. But we’re grateful it did.

What do you have next in store for Cherry Pick Collective?

This is the perfect opportunity to announce that we are currently in the process of making a Cherry Pick Collective website! It will allow our followers and supporters to shop all the Cherry Pick goodies with ease and accessibility without limitations. We hope to have this ready for early April, the perfect timing to break open the color that has been missing in this dreary winter. If April is too long a wait, a little Cherry Pick cameo might come to life at the Malla Market in Kingsway on March 18th and 19th, 2023.

How can we get our hands on future releases from Cherry Pick Collective?

We have some unsold items still active on our Instagram (@CherryPickCollective) that would love a new home. However, we are currently taking a hiatus from selling via Instagram as we gather all the bits and pieces for our website and beyond. If you really loved buying on our Instagram, let us know, and perhaps we will drop a pre-website launch collection. We would love and are always open to feedback!

As mentioned above, Cherry Pick has quite a few amazing projects on the go. From a website with incredible features to markets, like the Malla Market on March 18th and 19th, 2023, there’ll be some new and exciting ways to get your hands on some Cherry Pick Collective pieces - be sure to keep up with the journey over at their Instagram and TikTok.