Form Era Studio – Made in Canada Curvy Jeans

Form Era Studio Ltd. is a Toronto-based fashion brand launched with the aim of addressing a fit problem familiar to approximately 1 in 5 women: waistband gaps in jeans and pants (i.e., 2 or more inches of excess fabric at the waist, when jeans are purchased to fit the hips). Through the completion of a recent Mitacs Accelerate internship, we have developed an innovative solution to this problem through iterative pattern and product development. We have set up a sewing studio in midtown Toronto in which our brand designs, develops, and produces high-quality women’s jeans, intentionally developed for the “hourglass” body type that experiences the waistband gap fit issue. It is now time to bring our product to market, and to hone our marketing, wholesale, and customer service strategies to reflect the needs and desires of our target markets: individuals and retailers in Canada, the US, and the UK. We aim to collaborate with George Brown College graduates to help with the development of our marketing, advertising, and branding, and to help us find the right product-market fit for our designs, both within Canada and abroad.

Faculty Supervisor:

Anouk Natalya Willy

Student:

Partner:

Form Era Studio Ltd.

Discipline:

Sociology

Sector:

Manufacturing

University:

George Brown College of Applied Arts and Technology

Program: