Q & A with founder Jen Rainnie

Cover Photo Courtesy of Malvados

*This interview has been edited for clarity.

The weather is beginning to warm up and we can finally become hopeful of the sunny days ahead. Whether your plans are to attend a music festival or lounge on a beach this summer, it may be the perfect time to treat yourself to a new pair of sandals. Mixing comfort and style, MALVADOS has what you’re looking for.

Inspired by music, travel and design, the Vancouver-based brand makes footwear for the “wild at heart, the thrill-seekers and the courageous dreamers.” Creator and founder Jen Rainnie started working on MALVADOS in 2015, launching the brand officially in 2017. She shares about her athletic upbringing, landing her dream job at Roxy, her style inspirations, and some fun facts about MALVADOS that will probably surprise you!

What is your personal story?

I come from more of an athletic background. I was very involved in the action-sports industry from a young age. I was a competitive windsurfer in my teens and moved to Hawaii in my early twenties to compete. When I returned to Canada a few years later, I moved to Whistler and was competing [in] and teaching snowboarding. All of this led me to a career with my dream brand Roxy, which launched my career in fashion.

What was the inspiration behind the name? Why “Wicked”?

I wanted a Spanish-sounding name. I love Latin and French dialects, and I decided to make a list of my most used words. “Wicked” was at the top of my list. It was the word I used all the time in high school and in my 20s. That, translated in Spanish is “Malvados.”

Tell us about MALVADOS. What is your mission and who is your client?

I intended it [to be] for my 20-year-old self. The girl who travels, is adventurous, and would rather go on a girls weekend or to a festival than buy an expensive handbag. MALVADOS is the shoe that will take you on any adventure and to any outing whether it’s the beach, patio, or dinner, in comfort and style. I never wanted my shoes to look bulky, they’re always designed to be sleek so they can be dressed up or down.

What is the meaning behind the “Wander With Us” catchphrase?

Our brand ambassadors are DJs, musicians and travel bloggers. We wanted our product to travel the world because that’s what we all dream of doing now more than ever. “Wander With Us” was our first hashtag, and we inspired people to use it in their posts. We’ve had incredible images from all over the world, [and] it makes me so proud to look at these stories on our Instagram highlights.

How and when did you know you wanted to start a brand?

It was never my goal to start a brand. In 2014 I started to notice that something was missing in this category. I was working for another major sandal/ flip-flop brand and saw that they, along with their competitors, were missing the plot. They were still promoting surf culture, and their demographic had moved on to [interests in] travel, music and festivals. I wanted to jump in and create a brand for that girl.

What is something most people don’t know about MALVADOS?

That we ship to over 26 countries, and we have a really big following in Japan!

What was your style inspiration for MALVADOS?

I am always inspired by artists: musicians, dancers, painters and writers. Our styles are mostly named after cocktails and rockstars. We tend to choose the cocktails we’ve had on our adventures and iconic rock stars that have made a huge impact on fashion of their era, as well as being spokespeople for their generation like Mick Jagger, Stevie Nicks, Lenny Kravitz, Sinead O'Connor and Taylor Swift, to name a few.

How about your favourite styles out this season?

Definitely Platforms!! Being only 5’4, I’m a heels girl. So anything with height makes me happy. We’re doing some really cute platform sandals and flip-flops. I’m really excited about those.

Knowing what you do now, what advice would you give yourself?

Take those risks. But be calculated. The experience I gained working for other brands and building relationships in this industry was paramount in me being able to start MALVADOS and get off the ground running. I made mistakes learning while employed by other companies, [but] it was a great way to educate myself to become a brand owner. In our first season, we were in 400 stores. That's a big achievement for an unknown fashion brand.

What are your future goals for MALVADOS?

I want to become more sustainable. We’re now using fully sustainable packaging, which is amazing. I’m trying to source better fabrications and [work with] partners who believe in less-pollutants and a greener future like I do.

If you could go back and do it all again, would you change anything?

No, I wouldn’t change a thing. I’ve had an amazing journey. There is no rearview mirror, only full speed ahead.

How to find MALVADOS

MALVADOS has a variety of retailers throughout Canada. You can reach out to them on Instagram, Facebook, or their website, and they’ll direct you to the closest one near you! 

You can also shop their stylish footwear, loungewear and eyewear on their online store!