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Canada 150

The power of simplicity

28 Aug 2017

VITALY > VITALE [VITA] > LIFE

‘Simple’ can make enough noise to fill a room—if you let it.

Shane Vitaly Foran

Vitaly is proof of the power of simplicity. This Toronto-based lifestyle brand creates high-quality clothing and accessories with an urban look and rebellious attitude. Its goal is to elevate the everyday with carefully placed details, while letting clean, structural lines do all the talking. 

Vitaly is run by four long-time friends who all come from different backgrounds. Together, they've dedicated themselves entirely to this booming business, eager to nurture Toronto's creative community and to be involved with the city's lifestyle. In fact, this is one of their great sources of pride. Vitaly's constant inspiration from urban multiculturalism is what motivates the brand to push the boundaries of what it can be in order to innovate and offer the quality products it's famous for. 

IN THE RIGHT PLACE AT THE RIGHT TIME 

Listening to his inner voice, Shane Vitaly Foran quit his jobs and gave up his studies to travel to Bali in 2011. There, he met master woodcarvers who changed his life forever. This is where everything started—where he designed his first piece of jewellery: A two-finger ring carved out of black wood. Once back in Toronto, the ring’s popularity among his friends and local boutiques made him realize that he had put his finger on a unique style—his own. 

VITALY’S MANTRA: DESIGNED WITH OUR FRIENDS IN MIND, FOR THE QUALITY AS WELL AS THE PRICE.

The brand's design process is essentially based on the idea of keeping things simple. They make accessible products that can be appreciated by everyone, but that are still bold enough to stand out from the crowd. The result? Sleek and timeless quality pieces at a fair price. They're inspired by the urban landscape, by the starkness of Toronto's architecture, by the city's musicians, artists, and photographers, and by the brand's friends who are the foundation of Vitaly. 

Vitaly and Simons share the same dream: to offer elevated, yet affordable fashion to a wide-reaching Canadian audience, as well as be a supportive force for the fashion industry and culture in their country.

The two companies' collaboration to develop an exclusive capsule collection was a natural move. Simons was one of the first major department stores to champion Vitaly's clothing line, adding to the assortment of Vitaly watches and accessories they already carried. Simons believed in their goal of providing premium-feeling essentials at an affordable price point. Without this support, Vitaly would not have been able to expand their clothing offering as quickly as they did, and the brand would not be what it is today.

Like Simons, Vitaly is environmentally conscious and is taking a number of steps to go green. In the near future, the Canadian company is planning to move its production to green-certified factories, use only organic cotton, and redesign their packaging to be made of recycled materials. Vitaly wants to become a leader in sustainable manufacturing while still delivering the quality of products they have become known for. 

An assortment from Vitaly including: A watch, a bracelet, a sweatshirt, and a cap.