Please give a warm welcome to Marie from 4 elements, who has kindly offered us her store as a drop-off point for clothing donations.
Mon – Wed: 11am – 6pm
Thurs – Friday: 11am – 8pm
Sat: 10am – 5pm Sun: 11am – 5pm
When would you say are the fashion world’s peak moments during the year?
The fashion world usually has 2 seasons, which in “fast fashion”, is then divided in two. But at 4 elements, the switch-overs are fall-winter into spring-summer, as we are based in a country where each season requires quite a different relationship to clothing in order to accommodate completely different climates.
What’s your definition of sustainable fashion?
Sustainable fashion starts with two ingredients: quality and style. We carefully select fashions according to their materials (certified organic cottons and low impact fabrics such as hemp, tencel, linen, wool, etc.) and review the story behind the clothing, where it is made and how. Styling also plays into our definition of sustainability, as we believe we should be able to wear garments over and over, season after season, not so much according to trends but according to fit. This changes our relationship to clothing in general: buying a piece of clothing that makes us feel great has more impact on people than buying a piece to follow a trend. It also changes our relationship to the products we choose to consume. We relate to each product, artist, and designer we represent, or as we put it: It’s conscious culture and fashion as storytelling.
Do you consider 4 Elements to be an Eco-friendly boutique? If so, how?
Ecological materials, brand stories, social involvement are highly sought traits by our buying team at 4 elements. Our mission is to offer only ecological quality products in order to create a healthier life and a more accountable one, all while experiencing more enjoyment. Being smart and beautiful according to the ecologicalconcept is possible. We will attempt to convince everyone of this, through our modern and unique selection, always according to our sustainable, ethical and eco-friendly guidelines. From organic cotton to hemp, recycled bike tubes or recycled pop bottle fabrics, there’s so much to discover. It is conscious culture and fashion as storytelling that makes being “green” feel great!
How would you like to see the fashion industry change over the next ten years? How do you think they should do it?
With stronger awareness about the environment, better education on the benefits of the global organic movement for both the earth and mankind, sustainability is starting to gain momentum with consumers. As Laure Waridel puts it, “Acheter, c’est voter”. Consumers have a voice and we want to support them in using it wisely.
We need to relate once again to what we wear and buy, we need to value the materials we take from our lands and the human resources used to transform them. This is not an overnight shift: our relationship to the goods we consume is key.
What’s a day In 4 Elements like?
At 4 elements, we not only strive to change the relationship to goods, but we have also created an environment where we encourage human connection. On a daily basis, we have sustainability conversations with our customers. Sometimes they are already aware; sometimes this information is completely new to them. Our one-of-a-kind boutique is an integral part of our distinctive character as we provide a shopping experience that is on a human level.
What designers do you sell in your boutique?
From Montreal, we carry clothing lines from Jennifer Glasgow, Pascale Viau, Advika, Musky, Kiitsch, Mademoiselle Valérie, Pas de ChiChi, Sugaristik, handbags we have Ressac, Deborah Adams, Sens Inverse, Lucie Bélanger and jewellery we do Otra, Arterre, Chikiboom, Z Créations, Estrella, Rose Pedals, Elk, Ada Jito, Vuela Vuela and much more to discover!
We do also carry other Canadian designers such as We3, Elroy, Lindsey M, Echo Verde, just to name a few!
What sales or deals do you have now?
We always have a great sale selection from 20% to 70% off but we are also helping locally made Soap to clear out their remaining line.
Tell us about the history of your boutique. How was it founded? What was the idea behind it? How did you start working here?
4 elements was founded in 2010 to follow the founder’s dream of an eco-friendly lifestyle boutique. Supporting sustainability and local flavours is first and foremost, but we also offer different price points to reach to a wider audience. We provide basics that everyone can jazz up with style and unique accessories!
What plans do you have for the future?
We launched our online boutique on June 1st, as we want to showcase our local flavours and eco-fashion outside of our physical location. We continue to spread the eco conscious word and want to take part in this major shift towards sustainability. In the future, we would like to spread our wings and carry more goods, always keeping within our sustainable, ethical and eco-friendly guidelines.
If you had all the power of the world, how would you change the fashion world?
I would slow down the pace of fashion, design and production. “Fast fashion” terribly affects quality, durability and humanity. “Slow fashion” allows us to bring back more grounded values, such as the well-fitting piece in our boutique. We have a great selection of yoga clothes, mats and accessories because we are yogis. We’ve selected organic beauty and hair products that will amaze with their quality, their natural scents and other special properties. Last but not least, we carry home products for everyday use, from well designed mugs to reusable lunch packing solutions.