In 2021, Brontë Che was sitting in her bedroom with her mom’s vintage sewing machine and a vision. Fast forward to today, and Chë, The Label has become a beacon for the “slow fashion” movement in Canada, proving that ethical clothing doesn’t just feel good—it looks iconic.
Inspired by her Chilean heritage (the name “Chë” is a nod to a friendly greeting), Brontë has built a brand that treats its customers like friends and its materials like gold. Whether she’s repurposing thrift store scarves or teaching her followers how to sew their own “Ballerina Tops,” she is dismantling the fast-fashion narrative one stitch at a time.
We caught up with the founder to talk about viral TikToks, the “epiphany” of sewing, and why she’s obsessed with dressing the next generation of festival-goers.
The Viral “Aha!” Moment
Every designer remembers the moment their hobby became a hustle. For Brontë, it was a mix of real-world sales and digital buzz. “I think it took a while of people actually buying my pieces to even then believe that this is gonna be a real brand and more than just a few friends supporting me,” she laughs. “One of the first videos I posted of my upcycles on TikTok went viral, and that gave me the initial boost needed to believe in my vision.”
The “Un-Fashion” Secret Sauce
While fast fashion relies on massive rolls of new polyester, Brontë finds her treasures in the most unexpected places. “My go-to when I’m upcycling is the scarf section of the thrift store,” she reveals. “That’s where I found some really fun fabrics.” This “limited” supply is actually her superpower: “I’ve got a lot of freedom because I can create just a few pieces in whatever style and designs I’m feeling and put them online that same day!”
The “Che-Suit” and the Club Scene
One of the brand’s standout silhouettes is the Hooded Playsuit, a piece designed for maximum impact. “It’s so fun and versatile—a perfect summer party piece,” Brontë says. “I picture the girlies wearing it at festivals in the sun or in a dark underground club somewhere.”
The “Thanks, I Made It” Movement
Beyond selling finished garments, Chë offers DIY sewing patterns, encouraging a new generation to pick up a needle and thread. “It’s a skill that has brought me so much joy,” she says. “There’s literally no better feeling than when someone compliments your top and you get to say, ‘Thanks, I made it.’”
But for Brontë, teaching others to sew is also a form of activism. “Once I started making my own pieces, I had a big ‘WTF’ moment,” she explains. “There is no way your pocketed, zip-up sweater should be $25. I encourage girls to start sewing so they can have this epiphany as well. No better way to change your view on something than to experience it yourself.”
What’s Next for 2026?
As Chë continues to scale, Brontë is staying true to her small-batch roots by using only recycled or deadstock materials—a choice she admits creates “roadblocks,” but ones she sees as creative positives.
Looking ahead, her dream collaborations are as bold as her designs. “I recently did a pop-up at Patagonia and I’d love to turn that into something more—like they donate their deadstock fleece and I turn it into a limited drop. I’m also obsessed with Peggy Gou; maybe she’d rock a Chë suit at a show!”
With plans for a dedicated Vancouver showroom and studio on the horizon, Brontë Che is proving that the future of fashion isn’t just upcycled—it’s unstoppable. —Noa Nichol
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