Photography by Ebony Davis @ebony__davis | Looks from CHRISTCITIZEN @shop_christcitizen | Modelled by Hollee McKerchar @_the__curator/@artbyholleem, Jenna @jenna.cully, Jayden @jaydenlawtonn, Kaye @kddalalo and Ajaak @a_dawad | Set: @kingswamal Murals by @michellehoogveld & @itsxyz (pastel), @steventeeuwsen (green) and @rustmagic and @nomadicalternatives (multi-color) | Published by @the_issuemagazine.

Meet Designer & Creator: Hollee McKerchar 

We recently witnessed emerging Edmonton-based brand CHRISTCITIZEN show their first official collection at Western Canada Fashion Week this past fall season. From the powerful music to the carefully deliberated styling, who would have known that there was an even deeper story behind the brand? Hollee McKerchar, designer and full creator of CHRISTCITIZEN clothing shares with us the intimacies of her journey arriving at the brand, and where her inspiration is rooted. 

Learning to Walk Before You Run(way)

“Though I wouldn’t say I’ve always had a love for fashion [...] what I have discovered along the way is, I DO LOVE FASHION.”

Hollee, the face of the brand began her journey in the fashion industry like many of us working in retail. While attending university, her appreciation for fashion blossomed while adjacently working as a Store Manager for BCBG Max Azaria. 

“I loved the brand, the fabrics, the cuts, the models, the marketing—as a whole it stood out from the previous stores I had managed. It just really spoke to me.”

While still in university, Hollee had one of her first encounters with runway shows when the sister of one of her friends was working a show. Incidentally, the designer that her friend’s sister was working with was enamoured with Hollee’s ‘look’, and wanted her to walk in his show as a model.

“I had no idea how to model or walk in heels, but I learned.” 

From that experience, Hollee was met with more opportunities as designers began to take an interest in her look, vibe, and walk. It wasn’t long before she caught the attention of the African Fashion Week Visionary and Producer, Gilles Wouanko in 2013. Walking as a model in the first edition, Hollee spent the subsequent years taking on more responsibilities, including training models and helping produce the shows. 

“It was a perfect opportunity to infuse my love for black culture into the local fashion industry.”

Enter: CHRISTCITIZEN. What started with humble streetwear sketches scribbled in between shows backstage at Western Canadian Fashion Week in Fall 2016, has now become a full-fledged brand on its own. Deeply inspired by Hollee’s own spiritual journey, CHRISTCITIZEN’s faith based apparel is one of the first of its kind in Edmonton.

“My brand is a love story. I create my pieces to invite peace, love, hope, subtleness and ooze cool. Whether you are familiar with God or not, love is universal—it applies to everyone. I want people to experience joy when they interact with my brand.”

A Trial Turned Testimony

During the years between 2009 and 2019, Hollee suffered great personal loss and emotional pain. She recalls this chapter in her life overshadowed with chronic suicide migraines and prayers that God would take her life, and put her out of her misery. However, it seemed God had something else in mind. 

“God answers prayers in ways we least expect. He woke me one morning, [and] it was then that I was filled with [an] overwhelming joy and clear direction to ‘serve’.”

No longer able to work due to the nature of her pain and medication, Hollee spent the subsequent years immersing herself with volunteer opportunities in the fashion world.

“I volunteered and worked on every fashion, modelling and art project around me. In the spring of 2019 the Lord healed me. His faithfulness and my healing provided the inspiration for the graphics and the creation of my brand.” 

In the long seasons of ongoing migraines, Hollee lived without internet and cable, rarely reading books outside her own library, and seldom flipping through magazines.

“I sketched designs from my own imagination. The graphics I design now come straight from the bible I read every day. I have spent years writing out scriptures in calligraphy for encouragement [...] to help [me] memorize the verses.” 

With the end of her gruesome migraines in early 2019, Hollee was inspired by the turn of events in her life, which fueled the transformation of her early doodles and designs into a palpable brand. 

“Two years after receiving healing, and as an emerging designer, I launched [two] back-to-back fashion shows, one hosted at my home church and the other at Western Canadian Fashion Week. 

Looking back now, it’s radical to think I launched a brand with little financial assistance, no job, time-consuming university courses, and in the midst of a worldwide pandemic. Rather WILD in fact. In my heart, my brand is my business. Each graphic is a reflection of the love of my God. I am on a journey to grow and share my story. Just a simple love story. ”

Though Hollee admits she never dreamed of ‘selling t-shirts’, she recognizes that it’s always been a passion of hers to help people. Starting off with a Bachelor of Education in her first year, she realized that she loved building connections with people, and transferred into a Bachelor of Psychology with the motivation of helping trauma patients. Running with the idea of helping people, Hollee has the vision to focus her designs on uplifting those who come into contact with CHRISTCITIZEN, and eventually take her dream designs of radical prints, cuts and patterns to the runway. 

Getting Down to Business

Launching a business during 2021 definitely came with its challenges, but some aspects actually gave Hollee an advantage. She remarks at her surprise of how Edmonton still welcomes niche designs and how many thriving cluster niches we have here. On top of that, the pandemic has brought an especially new emphasis on online integrations, which not only increases brand visibility, but customer base accessibility. 

“Online sales are the ‘new norm’, but how the world shops online has changed. We consume content online, on our mobiles and much [...] quicker since the pandemic. We consume, research and rely on social media for proof, marketing and advertising more and more.” 

Because such an emphasis has been placed on online presence and social media, brands are expected to not only be active, but relevant on every platform. Particularly for sole proprietors, owning a brand also comes with being your own publicist, e-commerce creator and social media marketer.

“We have multiple channels of sales. As a business owner, becoming a multi-channel online sales and marketing machine is a key to success. Learning each media channel and its audience and unique set of tools is also important. 

When I first opened my online store, Facebook and Instagram were separate. Now online store owners have online shops in both Facebook and Instagram. With simple integrations, store owners can manage multiple-sales channels from multiple devices in a few apps. With the online learning platforms associated with each platform, it's [now] accessible to learn as you go and at your own pace. Pivot[ing] has become my ‘new normal’.”

On the creative side of the business, Hollee recognizes that her engagement with fashion encompasses everything from business, to beauty, art and cultural history. Working for so long alongside other creatives has even piqued Hollee’s interest in using her platform to share stories about social injustice.

“Creative people can be some of the most dazzling, nurturing people out there. When you find them, wow—they can light up a room, revive hearts and [elevate] entire communities. We can create movements of social change and raise awareness on any topic. Our morality and compassion can serve as a social compass to celebrate humanity.” 

Breaking Into The Industry

When we asked Hollee what advice she had for those looking to start their own business, she broke down her own lessons:

“Firstly — passion is everything. 

Secondly, it’s a business. It takes work. With that work comes learning curves, fears, successes and failures. I am grateful for my modeling and production background and my years of retail management experience.

Lastly, online business has completely changed the landscape of retail purchasing and the impact of the pandemic has thrown curve balls that people are still trying to figure out. Mental health, family obligations, and financial hiccups also add to the challenges of running a business.”

As CHRISTCITIZEN enters its next year of operation and sees what is (hopefully) the end of a global pandemic, the opportunities will be endless with more freedom of travel, traction and collaboration.

“I am super grateful for the encouragement, love and support along my journey. My faith and my God really brought me here. To everyone nurturing a dream or fueling their passions, keep going. 

Along the way things will change and disappointments will definitely try to stop you, but keep going. Have faith and hold onto any shred of hope you can find. Better than regret is your celebration of breakthrough.”

You can shop looks from CHRISTCITIZEN’s recent collections on their website, and follow along with their journey on Instagram @shop_christcitizen. Be sure to check out the full CHRISTCITIZEN Gallery up on our website!