It's October 1st in Toronto. The mornings have turned cool, the garden is slowly going quiet, and I've started reaching for something soft and warm when I leave the house.
It feels like the right moment to bring something back.
THE WORDS THAT STARTED EVERYTHING
When I decided I wanted to become independent, I remembered something my late mother-in-law, Elissa, used to say to me: "You deserve it!"
I didn't think of it as a slogan then. It was simply a kindness, said at the right time. But those words stayed with me, and they became the first Alter Standard product: an embroidered "You deserve everything!" T-shirt. Everything that came after, the photo taken from our rooftop on a morning when the sun and the moon shared the sky, the city pieces, the journals and calendars, grew from that small sentence.
This autumn, I wanted to return to it.
For the Muskoka Crew sweatshirts, I worked with a classic fleece blank. This time, I wanted something different. I had my eye on the AS Colour relax crew for a long time: an 80% cotton, 20% recycled polyester blend with a cleaner, slightly more city feel. It has a quiet polish that suits this line, and I've ordered a sample to try it myself.
The weight is mid-range, so it works through the seasons rather than only in the deepest cold. The shoulders drop, the fit is relaxed, and the neckline and cuffs are ribbed so it keeps its shape. It comes in Black, Shadow and Bone, in sizes S to 3XL.
I chose a sweatshirt over a hoodie on purpose. It's easier to wash, it dries faster, and I think it looks more refined. I wanted something you can wear on a quiet walk, and still feel right in when you step into a nice restaurant afterward.
THE EMBROIDERY
The design is a small embroidery at the chest, and every part of it means something to me.
The words are English, handed down from Elissa. The lettering has the soft movement of Japanese brush writing, because I wanted my own side of the story to be there too. And the thread is a blend of two colors, royal blue and Kelly green, designed to echo two families, his and mine, blending into one.
The first Alter Standard piece was embroidered as well, and I've always felt stitched words are quieter than printed ones, more like a detail you notice up close than a message you announce. It's the same on all three colors.
A SMALL CHALLENGE
Made-to-order is slower, and good materials cost more. I know that. But I would rather make a few things I believe in than many I don't. So this is a small challenge: bringing "You Deserve Everything" back, and seeing where it goes.
I don't think "you deserve everything" has to be loud. For me it's usually quiet. It's permission to rest, to dress well for no particular reason, to want a little more than you were taught to ask for, and sometimes to try something that feels a little bit of a stretch.
If one of these sweatshirts finds its way to you, I hope it feels like that. Each piece is made to order, so please allow a little extra time, especially if you're ordering a gift.
Thank you for reading, and for being here from the beginning.
Follow along on Instagram at @alterstandard to see what's coming next.
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