How to Build a Values-led Sustainable Fashion Brand

In this episode, we are joined by Shannon, owner of Simply Merino—a sustainable clothing brand based in Vancouver and specializing in Australian Merino wool. She shares her journey from teacher to fashion entrepreneur. She discusses how her values around sustainability, transparency, and community support have shaped the brand. The conversation explores the early challenges of running a business, the benefits of using natural fibers, and how customer feedback plays a central role in product development. Shannon also reflects on her recent trip to Australia to visit wool suppliers and offers a look at what’s next for Simply Merino, including upcoming product launches and textile recycling initiatives.

About Shannon

Shannon is the owner of Simply Merino, a Canadian clothing brand based in Vancouver that creates ultra-soft, sustainable everyday essentials for the whole family. Made exclusively from Australian Merino wool, Simply Merino offers cozy sweats, elevated basics, swimwear, and sleepwear designed with a minimalist aesthetic and a commitment to conscious living. With all production done locally in Canada, Shannon is closely involved in every stage of the process—from design to manufacturing—ensuring both quality and transparency.

Driven by a deep commitment to sustainability, Shannon has grown Simply Merino into a purpose-led brand that goes beyond fabric choices. Under her leadership, the company has diverted over 15,000 pounds of textile waste from landfills through its recycling initiatives. Her values as a mother, environmentalist, and small business owner continue to shape the brand’s mission. Whether it's educating customers on the benefits of natural fibers or building long-term supplier relationships, Shannon is redefining what it means to build a thoughtful, values-led fashion business from the ground up.

Contact info

Website: www.simplymerino.ca

Email: shannon@simplymarino.com

Instagram: @simply_merino

Facebook: SimplyMerino

Takeaways

• Lead with your values to attract the right customers to your brand.

• Be transparent to build trust and connect more deeply with your audience.

• Involve your customers, but stay true to your design principles and brand identity.

• Be prepared to learn through trial and error if you’re starting without industry experience.

• Focus on niche communities that naturally align with your brand’s values.

• Local production supports quality, ethics, and long-term operational flexibility.

• Stay mission-driven, especially during the early challenges of running a small brand.

TIMESTAMPS

00:00 The Journey to Sustainable Fashion

02:58 Building a Values-Driven Brand

06:09 The Role of Natural Fibers in Fashion

09:06 Transparency and Customer Involvement

12:04 Challenges of Running a Small Business

14:56 Growth and Community Support

17:49 The Importance of Local Production

21:07 Sustainability in the Supply Chain

23:59 Educating Consumers on Sustainable Choices

26:58 Lessons Learned and Personal Growth

30:04 Future Goals and Innovations

33:04 Advice for Aspiring Entrepreneurs