ANNEKE FORBES

Many preach that making the most of our surroundings is a way of living efficiently. Though we hear it often, and seldom put it in action, Anneke Forbes represents the success that can blossom from using all that you have at your disposal.

As creativity flooded her consciousness from a young age, Forbes honed her talents through the artistic avenues she grew up with, such as her camera, her writing, knitting, needlepoint, and sewing. Without the influence of fashion magazines and the Internet, her youth allowed her to explore her innermost interests, generating a passion that was solely defined by her innate creativity.   

“I have always enjoyed expressing myself through creativity. I think it is a pretty universal desire to share who we are with others through our appearance, the things we surround ourselves with, and the experiences we cultivate.”

Fashion intrigued Forbes ever since she began sewing at the age of 10, and slowly grasped more of her attention whilst attending high school. Her own personal touch to her clothes allowed her to fully express who she was through what she wore. As university rolled around, she felt that she could bring about that same feeling of individuality by extending the availability of her homemade clothes to her classmates. Forbes recognized the thrill that came with making clothes for others and began foreseeing a future doing just that.

Graduating a year early from university, Forbes moved to Toronto to pursue fashion as a career. While the experience introduced her to all categories of fashion, Forbes fell in love with outerwear after making her first coat at fashion school. She had the ability to formulate the shape, the feel and the make and produce a piece to her exact liking.

Though these reasons contributed to Anneke’s interest in delving into the creation of coats, her initial inspiration for launching an outerwear brand stems from an emotionally laden coat that her mother passed down to her. A coat her mother had made herself, during a time that held fond sentiments, is a coat that Forbes credits to have motivated her to create garments that were meant to be cherished and passed along, contrary to modern-day disposable fashion. The emotions and memories tied to a piece thus live on, carrying history and absorbing what one day will be history.

Upon graduating from fashion school, Forbes worked a few jobs, including working as a denim tailor, modelling with Elite, assisting a yoga wear designer, tutoring fashion students, making custom clothing and selling a t-shirt line. As she dabbled her time and energy in this vibrant array of tasks, she still was not entirely committed to what she wanted to do most of all. To find some peace amidst such a varied schedule, Forbes decided to move to South Korea to teach English for two and a half years. While her return to Canada was ladened with the excitement of starting her journey in fashion, the grounding support she desired was not in Toronto, but rather closer to Calgary, prompting her to move back to Alberta, initiating a whole new, artistic chapter of her life.

Basis of the Brand

Describing her brand as timeless, polished, and personal, Forbes acknowledges bespoke tailor shops as the inspiration for her business model. The heavy investment in product over promotion, focusing primarily on clients and emphasizing the use of incomparable fabrics and techniques for their in-house creations establish the basis of her business, maintaining its image as quite distinct over others.

The personal touch this business provides allows its garments to stand out compared to other fast-fashion trends which circulate. For starters, though the jackets do begin with a base entry price, clients are able to choose upgrades to enhance or build a look that best suits their style. Though the individuality of each jacket is encouraged, Forbes states that they don’t offer custom designs. Rather, clients are asked to choose from their in-production styles which are then customized through fabric selections, fit and other details the client may want to add. Overall, Forbes says her goal is to ensure the experience remains approachable and down-to-earth, maintaining honesty with the clients, stitching a connection through the creation of their jacket. 

“I also think I can encourage this mentality by connecting others to the craft of fashion and helping them realize its value - why it is worth more than we are currently paying for it.”

Forbes is determined to produce pieces that look modern regardless of the era or trends. With classic pieces, such as blazers and overcoats, Forbes strives to elevate their appeal, bridging the nostalgia that comes with such iconic pieces with the more current and personal elements to build that meaningful bond.

Most clients, predominantly women, buy these jackets with a level of self-awareness and a sense of value towards luxury products, understanding and appreciating the longevity of a piece that was individually made for them. The current low-profile of the studio allows clients to show their style in an understated way.

When creating her coats, material is the star of the development. Textile reigns supreme for Forbes, who adores visual and physical textures and finds great exhilaration when clients choose unexpected colours. Forbes follows four pillars to ensure the uniqueness and comfort associated with each one of her jackets and coats: design, fit, finish and fabric. These four pillars allow her to embrace the client's style and blend it with her own products to create the envious statement piece we all want hanging in our closets.

“I want others to look at my clients and their style with admiration and curiosity.”

While Alberta weather may not be always certain, Forbes is certain she has got a practical solution! A lot of the fabrics used by her to make coats typically have insulating properties, such as wool and cashmere. However, they do offer an optional lambswool interlining on all wool coats to ensure an extra level of warmth. As the conception of a down-filled hooded, wool coat is still in the works, Forbes does give some expert advice, suggesting that layering a leather jacket under a wool coat is not only fashionable and polished but helps to break the wind and stay warm and snug.  

Since the fabric is given great importance in general, it should definitely be noted that the fabrics used by Forbes in her timeless creations are predominantly natural. Though the cost can add up, natural fabrics serve to not only break down much easier after they are disposed of, but they also feel wonderful to the touch, appear fantastic with age, have temperature regulating properties and are easier to work with and wear!

When talking about the future of her business, Forbes expresses working on expanding their available sizes to encompass sizes 2XS – 4XL. She is determined to defeat the size norms that most designers are trained in and broaden her service to all who wish to buy. As she looks to incorporate new styles and bring back some of her original designs, Forbes also hopes to develop her manufacturing team to include more than herself, her two production assistants and a pattern maker.

Significance of Sentiment

Forbes describes the perfect garment as one that “holds sentimental value”. With the owner’s personal contribution in its creation, and the multiple fittings to ensure its perfection, she hopes the attachment that is associated with these pieces will inspire the owners to appreciate the significance of their garments and encourage them to wear them often and forever.

“Each piece is an expression of the woman who wears it. She wears it with pride and keeps it forever.”

Most of Forbes’ creations lie within family stories. With the hopes of creating pieces which mirror the story of her mother passing her coat along to her, Forbes aspires to evoke memories and sentiments tied to special occasions through articles of clothing which mimic that same comfort and feeling. She recalls her favourite piece, the Military Motorcycle Jacket which was inspired by her father-in-law’s recount of his uncle, a motorcycle messenger in Italy during the Second World War. The gravity of the story was felt so deeply by Forbes, inspiring an everlasting jacket, worn every season, which she has now cherished for years.

Fashion Scene in Calgary

“I think Calgary has an extremely strong fashion market, it’s just smaller. We have to stop thinking of ourselves as the underdog and embrace our strengths. You can find a way or an excuse, and I’d rather find a way.”

Even though Calgary’s fashion scene is not yet bustling and booming like that of Toronto or Vancouver, Forbes credits her locale for supporting and rewarding her, and any others giving their best shot in fashion. Having gathered a loyal and experienced team over the years, their help permits Forbes to continue pursuing her career and growing to embrace the avenues Alberta does provide for the fashion industry. Forbes praises the homegrown photographers, stylists and makeup artists along with Alberta-based magazines promoting local products.

As she continues to sew together timelessness and value into garments, Forbes advises that up-and-coming designers or those who dream to one day become designers in Alberta should do what they truly want to do. Waiting for others’ validation and opportunities for them to hire you won’t get you as far as your own action is likely to take you. She affirms that the community within Alberta will support and raise any newcomers to help them achieve their full worth.

Visit Anneke Forbes’ website (https://www.annekeforbes.com/) and her Instagram (@annekeforbes) to learn more about her designs.