Amanda 00:02 Welcome to purpose power brand, a podcast for leaders and brands transforming business into a force for good. I'm Amanda Stassen, business and brand strategist, social justice advocate and founder of BIZU Innovation Group. I'm speaking with leaders who are proving that not only does purpose drive profit, but the future of our world depends on it. If you want to grow your business, increase your brand loyalty and not get left behind in the ever-changing marketplace, this podcast is for you. Today we're talking with Connor Curran. Co-Founder and Chief laundry folder at Local Laundry a made in Canada apparel brand for social good. Welcome Connor to the purpose power brand podcast excited to have you joining us today.

Connor 00:43 Thank you so much for having me on the show. Really excited to be here.

Amanda 00:46 And I do want to ask you about your interesting title, the Chief Laundry Folder. But before I do, I'm going to challenge you and ask you to tell me in one word, what purpose powers you but I'm going to be kind and I'm going to give you a second to think about it while I share mine. So the purpose that powers me is belonging. It's at the heart of everything I do, the work I do with my clients, the social justice causes I support, the conversations I have on this podcast. It really fuels me to make the world a place where everyone feels they belong. Connor, what about you? What purpose powers you?

Connor 01:21 I love that. That's a great way to start the show. Thank you. And I love the word belonging. I think that's super powerful. My word would be community. I think everything that I try to do, I try to ask myself, Is this building community? Is this helping community? Is this supporting community? And I think community can mean a lot of different things to a lot of different people. But for me, it's really about bringing people together, fostering connections, and creating a sense of shared identity and purpose. And that's really what drives me both personally and professionally with Local Laundry.

Amanda 01:58 Hmm, that's awesome. And you know, community and belonging, they're kind of cousins, aren't they? They're very closely related. So I love that. So Local Laundry, made in Canada apparel brand for social good. Tell us the backstory. How did Local Laundry come to be?

Connor 02:15 Yeah, so it's kind of a funny story. I was living in Australia for a year after university, just kind of figuring things out, working odd jobs, surfing, having a good time. And while I was there, I noticed that people had this incredible pride in where they were from. You know, whether it was Sydney or Melbourne, or Brisbane, people wore their city on their sleeve, literally, you know, with t-shirts and hats representing their local neighborhoods, their local sports teams, their local breweries. And I just thought that was so cool. And I realized that back home in Calgary, where I'm from, we didn't really have that same level of local pride represented in apparel. You know, you might see a Calgary Flames jersey or a Stampede t-shirt, but not much beyond that. And so when I moved back to Canada, I had this idea brewing in the back of my mind, like, what if we could create a clothing brand that celebrated Canadian communities, that allowed people to wear their pride in where they're from? And so I teamed up with my co-founder, Dustin Paisley, who I knew from university, and we just started brainstorming. And initially, the idea was just Calgary focused, you know, Local Laundry Calgary. But pretty quickly, we realized that this desire to represent your community wasn't unique to Calgary, it was something that resonated with people all across Canada. And so Local Laundry was born with this mission to build community through Canadian-made clothing.

Amanda 03:48 I love that origin story. It's so relatable, right? Like seeing something cool elsewhere and thinking, why don't we have that here? And then actually doing something about it. That's the entrepreneurial spirit right there.

Connor 04:00 Exactly. And you know, it wasn't easy. We had no background in fashion or manufacturing. We literally started screen printing t-shirts in my parents' basement. We made a lot of mistakes along the way. But we were just so passionate about this idea of building community and celebrating Canada that we just kept pushing forward.

Amanda 04:20 So Connor, you know, Local Laundry isn't just about local pride, it's also deeply committed to social good. You guys donate a portion of your profits to local charities, you prioritize ethical manufacturing, you champion Canadian-made production. Why was it so important for you to build social purpose into the core of your business model from the very beginning?

Connor 04:42 Yeah, that was non-negotiable for us right from the start. You know, we didn't want to just be another clothing brand. We wanted to be a brand that actually made a positive impact, that contributed to the communities we were representing. And for us, building community isn't just about putting a city name on a t-shirt. It's about actively investing in those communities, supporting local causes, creating local jobs, and doing business in a way that aligns with our values. And so that commitment to social good, it's not just a marketing tactic for us, it's really embedded in the DNA of Local Laundry. It's why we get up in the morning. It's what motivates our team. It's what connects us with our customers on a deeper level.

Amanda 05:29 Hmm, that's fantastic. And you know, it really speaks to this growing movement of purpose-driven businesses, doesn't it? Businesses that are recognizing that they have a role to play beyond just making a profit, that they can actually be a force for positive change in the world.

Connor 05:44 Absolutely. And you know, I think consumers are demanding it more and more too. People want to support brands that align with their values, brands that are transparent about their practices, brands that are making a tangible difference. And so being a purpose-driven business isn't just the right thing to do, it's also becoming increasingly important for business success.

Amanda 06:05 Totally agree. So let's talk about the "made in Canada" aspect, because that's a huge part of Local Laundry's identity. Why is Canadian manufacturing so important to you? And what are some of the challenges and opportunities that come with producing clothing domestically?

Connor 06:22 Yeah, Made in Canada is huge for us. You know, when we first started, like I said, we were screen printing in my parents' basement. But as we grew, we started looking for manufacturing partners. And we quickly realized that the vast majority of clothing sold in Canada is actually made overseas, often in conditions that are less than ideal, both for workers and for the environment. And we just felt like, if we're a brand that's all about celebrating Canadian communities, shouldn't our clothes actually be made in those communities? Shouldn't we be supporting Canadian jobs, Canadian craftsmanship, Canadian manufacturing capabilities? And so we made a conscious decision early on to prioritize Canadian-made production as much as possible. Now, it's definitely not the easy path. Manufacturing clothing in Canada is significantly more expensive than producing overseas. The infrastructure is not as robust. Finding skilled workers can be challenging. But for us, the benefits far outweigh the challenges. You know, producing locally allows us to have much greater transparency and control over our supply chain. We can ensure fair labour practices, we can reduce our environmental footprint through shorter transportation distances, we can build strong relationships with our manufacturing partners. And most importantly, we can contribute to rebuilding Canada's domestic manufacturing sector, which we believe is crucial for our long-term economic resilience and self-sufficiency.

Amanda 07:59 That is such an important point. You know, the pandemic really highlighted the fragility of global supply chains, didn't it? And the importance of having strong domestic manufacturing capabilities.

Connor 08:11 Absolutely. You know, when the pandemic hit, and borders closed, and international shipping ground to a halt, a lot of businesses that relied on overseas manufacturing were left scrambling. But because we had already invested in building those local supply chain relationships, we were actually able to pivot relatively quickly. We started producing masks, we were able to keep our manufacturing partners busy, we were able to continue serving our customers. And it really reinforced for us the strategic importance of domestic production.

Amanda 08:43 So Connor, you know, building a clothing brand is notoriously difficult. It's a crowded market, trends change quickly, margins can be tight. What have been some of the biggest hurdles you've faced in growing Local Laundry, and how have you overcome them?

Connor 08:59 Oh man, where do I start? There have been so many hurdles. You know, like I mentioned, the cost of Canadian manufacturing is a big one. It means our price point is higher than fast fashion brands, so we really have to educate our customers about the value proposition, about the quality, the ethics, the community impact that comes with buying Canadian-made. Another challenge has been scaling production while maintaining quality and consistency. You know, finding reliable manufacturing partners who can grow with us has been an ongoing process. Inventory management is always tricky in apparel, predicting demand, managing stock levels, avoiding overstock or stockouts. And then, of course, just building brand awareness and reaching customers in a noisy digital landscape is a constant challenge. How have we overcome them? Honestly, it's been a combination of things. Grit and perseverance, just refusing to give up when things get tough. Building strong relationships, both with our manufacturing partners and our customers. Staying true to our values and our mission, which I think resonates with people and builds loyalty. Being willing to learn and adapt, you know, we've made tons of mistakes, but we try to learn from them and get better. And surrounding ourselves with a great team and a supportive community. We definitely haven't done it alone.

Amanda 10:26 That's fantastic. And you know, it really highlights the importance of resilience, adaptability, and community in entrepreneurship, doesn't it?

Connor 10:35 Absolutely. You know, starting a business is a rollercoaster. There are high highs and low lows. And having that resilience to ride out the tough times, the adaptability to pivot when things aren't working, and the support of a community to lean on, that's what makes all the difference.

Amanda 10:52 So Connor, let's talk about community building, because that's really at the core of Local Laundry's purpose. How do you guys actually go about building community through your brand? What does that look like in practice?

Connor 11:05 Yeah, community building is central to everything we do. And it takes a lot of different forms. First, our products themselves are designed to foster community pride and connection. You know, when someone wears a Local Laundry toque or hoodie representing their city or province, it's a conversation starter, it's a way to connect with other people who share that sense of place. Second, we actively collaborate with other local businesses, artists, and organizations. We do co-branded collections, we feature local creators on our platforms, we participate in community events. It's all about lifting each other up and celebrating the amazing things happening in Canadian communities. Third, we use our platform to share stories of community builders, people who are making a positive difference in their local areas. We have a blog series called "Community Crew," we feature them on our social media. It's about amplifying those positive stories and inspiring others to get involved. Fourth, as I mentioned, we donate a portion of our profits back to local charities. We have a program called "Garments for Good," where customers can actually choose which charity their purchase supports. It's a way to directly involve our customers in giving back to their own communities. And finally, we just try to show up authentically and engage with our community online and offline. We respond to comments and messages, we host pop-up shops and events, we share behind-the-scenes glimpses of our business. It's about building real relationships and treating our customers like neighbours, not just transactions.

Amanda 12:47 Wow, that is such a comprehensive and inspiring approach to community building. It's really woven into every aspect of your business.

Connor 12:56 Yeah, we really try. You know, it's not always perfect, but that's the intention. We genuinely believe that businesses have a responsibility to be active and positive contributors to the communities they operate in. And we want Local Laundry to be a shining example of that.

Amanda 13:13 So Connor, you know, you've built this brand that's all about local pride and community connection. How has the rise of e-commerce and social media impacted your ability to build those local connections? Has it made it easier or harder?

Connor 13:29 That's a great question. I think it's a bit of both, honestly. On the one hand, e-commerce and social media have been absolutely crucial for us. They've allowed us to reach customers all across Canada, people who might never have discovered us otherwise. They've given us a platform to share our story, showcase our products, and connect with our community in real-time. We can run targeted ads to reach people in specific cities or provinces who might be interested in our locally themed apparel. We can engage in conversations, respond to feedback, build relationships through platforms like Instagram and Facebook. So in that sense, digital tools have been incredibly powerful for building a national community around local pride. On the other hand, building deep, authentic connections purely online can be challenging. You know, there's something special about face-to-face interaction, about shaking someone's hand, about having a real conversation. And it can be harder to foster that same level of connection through a screen. Also, the digital landscape is incredibly crowded and noisy. It takes a lot of effort to cut through the clutter and capture people's attention. So we really try to balance our online presence with offline community engagement, like hosting pop-up shops, participating in local markets and events, partnering with local retailers. It's about meeting people where they are, both online and in their physical communities.

Amanda 15:01 That makes a lot of sense. It's really about finding that hybrid approach, leveraging the reach of digital tools while still investing in those tangible, real-world connections.

Connor 15:11 Exactly. You need both. You need the scale and efficiency of digital, but you also need the depth and authenticity of human connection.

Amanda 15:20 So Connor, you know, Local Laundry has collaborated with some amazing Canadian brands and organizations over the years, like ATB Financial, Village Brewery, even the Calgary Flames. What's the key to successful brand collaborations, especially when you're trying to align on purpose and values?

Connor 15:39 Yeah, collaborations have been huge for us. They're a great way to reach new audiences, create unique products, and amplify our community impact. The key to successful collaborations, in our experience, really comes down to shared values and mutual respect. You know, we're pretty selective about who we partner with. We want to collaborate with brands and organizations that genuinely care about community, that are committed to ethical practices, that align with our overall mission. It's not just about slapping two logos on a t-shirt. It's about finding partners where there's a natural synergy, where we can create something together that's greater than the sum of its parts, where we can tell a meaningful story that resonates with both of our audiences. And communication and transparency are crucial throughout the process. You know, making sure everyone's clear on the goals, the responsibilities, the timelines, the financial arrangements. And celebrating the partnership authentically, really showcasing the shared values and the positive impact that the collaboration is creating.

Amanda 16:49 That's great advice. It's really about finding that authentic alignment and building a true partnership, rather than just a transactional relationship.

Connor 16:58 Exactly. When you find that alignment, collaborations can be incredibly powerful, not just for business growth, but also for amplifying your purpose and making a bigger difference.

Amanda 17:09 So Connor, I have to ask about your title, Chief Laundry Folder. It's definitely unique. What's the story behind that?

Connor 17:18 Haha, yeah, it gets a few laughs. You know, when we were first starting out, it was just Dustin and me doing literally everything. We were designing the clothes, packing the orders, answering customer emails, managing the social media, and yes, folding a lot of laundry. And we kind of jokingly started calling ourselves the Chief Laundry Folders. And it just kind of stuck. You know, for us, it's a reminder of our humble beginnings, a reminder that no job is too small, a reminder to stay grounded and not take ourselves too seriously. And it also kind of reflects our hands-on approach to the business. You know, even though we've grown, we're still deeply involved in the day-to-day operations. We still spend time in the warehouse, we still connect with our customers directly. We're not afraid to roll up our sleeves and fold some laundry when needed.

Amanda 18:16 I love that. It's quirky, it's memorable, and it tells a story about your brand's culture and values.

Connor 18:23 Exactly. And you know, titles can be kind of stuffy sometimes. We wanted something that felt a little more fun, a little more approachable, a little more… Local Laundry.

Amanda 18:34 So Connor, you know, the apparel industry is often criticized for its environmental impact, from water usage and chemical dyes to textile waste and fast fashion consumerism. How does Local Laundry approach sustainability? What steps are you taking to minimize your environmental footprint?

Connor 18:52 Yeah, sustainability is a huge focus for us, and it's an area where we're constantly trying to improve. Producing locally in Canada is a big part of our sustainability strategy, as it significantly reduces transportation emissions compared to shipping garments from overseas. We also prioritize working with Canadian manufacturers who share our commitment to environmental responsibility, partners who use eco-friendly materials, manage water usage effectively, and minimize waste. We're increasingly incorporating sustainable materials into our collections, like organic cotton, recycled polyester, and Tencel. We design our clothes for durability and longevity, encouraging customers to buy less and wear more, rather than chasing fast fashion trends. We offer a repair program to extend the life of our garments. And we're exploring options for textile recycling and end-of-life solutions for our products. You know, we're definitely not perfect. There's always more we can do. But we're committed to transparency about our practices, and we're constantly looking for ways to innovate and reduce our environmental impact further. We believe that building a sustainable future for the apparel industry requires collaboration and continuous improvement, and we want to be part of driving that change.

Amanda 20:15 That's fantastic. It's really about embedding sustainability throughout the entire lifecycle of the product, isn't it? From design and materials sourcing to manufacturing, use, and end-of-life.

Connor 20:26 Exactly. It requires a holistic approach. And it requires challenging the traditional linear model of the fashion industry, the take-make-dispose model, and moving towards a more circular and regenerative approach.

Amanda 20:41 So Connor, looking ahead, what's next for Local Laundry? What's your vision for the future of the brand?

Connor 20:48 Our vision is really to become Canada's most community-focused apparel brand. We want to continue expanding our reach across the country, celebrating more Canadian communities, partnering with more local changemakers, and deepening our social and environmental impact. We're exploring new product categories, always with a focus on Canadian-made quality and sustainability. We're investing in technology to improve our customer experience and streamline our operations. We're looking for new ways to engage our community and empower them to give back. And ultimately, we want to inspire a movement, a movement of local pride, community connection, and conscious consumerism. We want people to feel good about wearing Local Laundry, not just because the clothes look and feel great, but because they know they're supporting a brand that genuinely cares about making Canada a better place.

Amanda 21:46 That is a powerful and inspiring vision, Connor. It's clear that Local Laundry is more than just a clothing brand, it's really a vehicle for building community and driving positive change.

Connor 21:58 That's the goal. That's what keeps us going every day.

Amanda 22:02 Connor, this has been such a fantastic conversation. Thank you so much for sharing the Local Laundry story and your insights with us today. Before we sign off, in every episode, we want to leave our listeners with two practical purpose tips that they can apply today to power up their business and brand. What two tips would you share?

Connor 22:21 Okay, tip number one would be: Start small, but start now. You know, sometimes the idea of building a purpose-driven business can feel overwhelming. But you don't have to change the world overnight. Just identify one small way you can make a positive impact, whether it's donating a percentage of profits, volunteering in your community, improving your environmental practices, whatever it is, just start somewhere. And build momentum from there. Don't let perfection be the enemy of progress.

Amanda 22:53 Love it. Start small, but start now. What's tip number two?

Connor 22:57 Tip number two is: Share your story authentically. Don't be afraid to be vulnerable, to share your challenges as well as your successes, to talk about why your purpose matters to you. People connect with authenticity. They want to support brands that feel real and human. So find your voice, tell your story, and invite your community to be part of your journey.

Amanda 23:22 Fantastic advice. Start small, start now, and share your story authentically. Thank you, Connor. You know, I want to just take a moment and say, thank you, because what you guys are doing is really important for the future of made in Canada, right across the board across every sector, and I'm really proud of the work that you guys are doing just in terms of elevating the game in the apparel industry. So where can people connect with you and learn more about local laundry? What's your website call out?

Connor 24:16 So our website is locallaundry.ca. And you can find us on all the social media platforms, Tik Tok, Instagram, Twitter, LinkedIn, Facebook, at local laundry. So follow along, feel free to reach out anytime at info@locallaundry.ca fire us to direct message a DM on social always willing to chat always happy to have any feedback or answer any questions.

Amanda 24:39 Awesome. Thank you again for joining us today. Conner. Thank you for sharing your story, your learnings. And thank you for all you're doing in and through local laundry to make the world better for all.

Connor 24:50 Thank you very much really, really appreciate being on the show.

Amanda 24:54 Thanks for listening to the purpose power brand Podcast. I'm Amanda Stassen. If you liked what you heard, be sure to share and subscribe on your favorite podcast player. We'd also love to hear what resonated with you or if you have a guest suggestion drop us a line at info@bizu.co Special thanks to Mark Salam for original music and lead podcasting for production. Lastly, if you're ready to purpose power, your brand to grow, win and impact at scale. Let's talk visit www.bizu.co That's www.bizu.co. Bye for now.