Wuxly is a luxury Canadian brand founded in 2019 with a mission to create the first tech-oriented and animal-free parka. The collaboration with the musician and Wuxly was a natural fit as the two both share a passion for animal rights and sustainability.
As James Yurichuk, CEO of Wuxly, explains, “Adams is a committed vegan for more than 30 years – and he shares our dedication to protecting the planet and is proud to be associated with our animal-free, sustainable clothing ethos.”
The just launched collection is a captivating collection that fuses Adams’ Rockstar vibe with sustainable design. The Wuxly x Bryan Adams BAD Collection consists of three outerwear pieces; the BAD Hoodie, BAD Elk Parka, and the Kingston.
To get some further insight on the brand and what the experience was like, here is my chat with Bryan Adams and James Yurichuk.
Can you speak to the genesis of the brand?
James Yurichuk (JY): In the early days, 2012, I was playing football in the Canadian Football League (CFL) for the BC Lions. I was living with my Brazilian girlfriend at the time who wasn’t exactly familiar with the Great White North. The mild BC weather was nice and manageable, however, things changed when in a turn of events, I was traded to the Toronto Argonauts. The climate change prompted the need for my girlfriend to purchase her very first ever winter parka. This Parka had very specific criteria: it was to be Canadian-made and animal-friendly. After looking high and low for such a Parka, my search yielded no results. There was only one thing left to do, I decided to make the jacket myself.
It wasn’t long before the idea of designing one jacket evolved into an entrepreneurial outerwear passion project. While playing for the Toronto Argonauts, I would spend early mornings visiting cut and sew contractors followed by long daytime football practices and then putting the designer cap back on in the evening. I was kind of burning the candle on both ends but I was determined to bring the company to life.
Along the way, I did give my girlfriend her very own Canadian made, animal-friendly Parka. I guess you can say she liked it because she stuck around town that winter and many thereafter. She’s now my wife Daniela and mother of our four children.
In 2015 we launched a Kickstarter campaign and Wuxly Movement was off and running. It was evident from the start we had something with Wuxly. We would attend trades hows to build awareness and gauge the interest. People gravitated to our booths, we had a good aura, positive energy and people liked the product.
Do you have a background in design and/or fashion?
JY: While my background was not exactly in fashion, good brands and nice jackets is something I always gravitated towards. In football we say look good, feel good. Saying that, it always felt good wearing a cool brand, knowing the other kids were checking out your gear, I liked that, and I guess it’s always stuck with me.
Growing up, I had a passion for sports and jackets. Once my passion for sports was satisfied, I had unfinished business to tend to. Some fashion items have limits – like, there’s only so many ways to re-invent the T-shirt. Whereas creative expression with jackets is boundless: always searching for that next big concept is what keeps my battery charged.
What is the meaning and significance of the name ‘Wuxly’?
JY: Wuxly has evolved over the years from previous names of the company. In the past, we were known as Wully which was a play of the Woolly Mammoth, a majestic being that seemed to stay warm in the winter. For various reasons, the name has changed but one thing that’s remained is the warmth.
The term Wuxly is now its own brand encompassing what the company stands for. We inserted the ‘X’ which represents change and technology. We felt it was appropriate and we are changing the way parkas are being made in Canada, and it is the technology and innovation that is informing us how to make the top product to keep people warm. As we grow, these are the values that we plan to make synonymous with the name Wuxly.
Please speak to me about your relationship with Wuxly and what compelled you to work with them.
Bryan Adams (BA): I’ve actually never had anyone pitch me a clothes collaboration before, and I’d already been wearing one of their winter coats, so I liked the idea of working with them – they are a brand who share the same ethos as me about protecting the environment too.
Tell me about the design process of these three garments (and why only three?). Is there a goal you wanted to achieve with these looks?
BA: Basically, I’m not much of a clothes horse, so when I get something I like, I wear it out, and then get something else. So the same thinking goes into these items: you’re not gonna get a better warmer, ethical, vegan winter coat anywhere – and if you get one, you’ll wear it until it’s threadbare and you need to buy another!
Why is the collection called BAD?
BA: Badams was a high school nickname – BAD is an abbreviation.
Did you listen to any specific tunes while you were designing/sketching these pieces?
BA: I was working on “So Happy It Hurts” – my last album during the design process, so this was in the forefront of my mind the whole time. I will be wearing my Wuxly jackets while on the road when touring that album, so it’s worked out nicely.
What are some of your favorite design elements to these collection pieces?
BA: Function and form are key to me – the smaller jacket is an ideal travel jacket, complete with a passport pocket, and it would work well as you bundle up on a long haul trip. I hope I’ll get the chance to design another one someday, as travel is the key to what I do.
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