Let’s Check Out Canada’s First Indigenous Department Store

Canada’s very first Indigenous department store, aaniin (ah-nee), is set to open at Toronto’s Stackt market on June 10. aaniin began as a streetwear brand in June 2021 and has since grown into a community of Indigenous brands in various categories. At the new location, aaniin will offer a curated selection of Indigenous-owned brands, across beauty, apparel and jewelry, providing Canadians with a platform to discover and support these brands. We spoke with Chelsee Pettit, the founder of aaniin and an Anishinaabe member of Aamjiwnaang First Nations, to discuss the evolution of the aaniin brand, the Indigenous fashion scene and how aaniin is creating a platform for Indigenous talent to tell their stories. —Vita Daily

Hi Chelsee! Please tell us a bit about yourself to start.

I am a member of Aamjiwnaang First Nation and grew up in Sarnia, Ontario. As an adult, I moved to downtown Tkaronto, where I used my extensive history in management and fashion to start aaniin. I didn’t take the typical path others do – go to school – get a job, make friends in college etc. I started working at 18, discovering the value of hands-on learning and becoming a successful leader in the retail industry. Over a decade later, I have honed my skills, embraced resilience, and now channel my experiences into empowering others. This journey has led me to establish aaniin, a platform that celebrates cultural diversity and provides opportunities for success. In just two years, I have gone from working part time selling hats and sweaters at markets around Tkaronto to a full-time storefront location in the heart of the city with over 35 vendors and designers under my brand.

When and why did you launch aaniin? What niche were/are you aiming to fill?

I founded aaniin as a streetwear brand in June 2021. My goal was to celebrate Indigenous culture and provide visibility for Indigenous brands. My mission is to empower Indigenous communities, foster economic growth, and create a supportive, inclusive space that amplifies Indigenous voices and connects Indigenous entrepreneurs with a wider audience. I aspire to create an experience for Indigenous and non-Indigenous alike to celebrate culture, language and community in an urban setting.

What products do you currently offer, and what makes them unique?

aaniin offers a unique blend of traditional Indigenous elements and contemporary styles. With a curated selection of apparel, accessories, jewelry, and more, each item represents a piece of Indigenous designers and brands, celebrating their unique gifts while supporting Indigenous entrepreneurs. Alongside our vendors, aaniin offers a house brand of apparel featuring Indigenous syllabics and language to start the conversation and promote visibility. Our styles are bold and intended to catch attention. Each product features a QR code (and, in some new collections, an NFC tag) that can be used to visit a page on our website that explains the design, translation and meaning. The sale of aaniin apparel covers the costs for the business, while we ensure that our vendors and collaborators get the majority of profit from sale of their wears.

Now, aaniin is set to become the first Indigenous department store in Canada; congrats! Please give us all the details (where, when, why)!

Our anticipated launch is scheduled for June 10 at Stackt Market in Tkaronto. We are driven by a strong sense of purpose and the desire to create a dedicated space that celebrates Indigenous culture, provides a platform for Indigenous brands and businesses, and offers a diverse range of products to customers. Our vision is to establish a flagship location in Tkaronto that serves as a hub for Indigenous entrepreneurship, cultural preservation, and economic growth. Stay tuned for updates on our exciting journey to becoming Canada’s first Indigenous department store. For those outside of Tkaronto visit aaniin.shop.

Who are some of the brands and what are some of the products we’ll be able to find at aaniin

Some of the brands you can find in-store and online include:

• Assinewe Jewelry – Beadwork and Jewelry
  • Cheekbone Beauty – Makeup
  • Evan Redsky – Apparel and Artwork
  • Jori Brennon – Beadwork
  • Kokom Scrunchies – Accessories
  • Luke Swinson – Accessories
  • Lesley Hampton – Apparel Accessories – Gowns and VIP Styling
  • Mini Tipi – Home
  • Miskomin Kwe- Beadwork & Stickers
  • Mobilize – Apparel
  • Ocean Kiana – Apparel and Accessories
  • Running Fox Beads – Stickers and Accessories
  • Section 35 – Apparel and Accessories
  • *Ombiigizi – Records

How does this represent a much-needed shift toward supporting Indigenous-owned businesses?

The “Indigenous economy” is estimated to be worth upwards of $35 billion and the Indigenous population is growing rapidly. It is vital that we put into place the infrastructure so that the next generation of Indigenous youth can thrive, find economic success and build their profiles to impact change. We ensure vendors receive a significant portion of the profits from their sales. This mutually beneficial partnership allows for cross-promotion and increases the reach of both aaniin and our vendors. We even welcome collaborations with other brands that might be seen as competitors, recognizing that the Indigenous community thrives when its members uplift and support one another.

How is aaniin creating a platform for Indigenous talent to tell their stories?

Having the brands represented on my website and in-store creates space and a visibility for them to be seen and discovered. My goal is to make them household names and for shoppers to continue their journey by searching for these brands on social media and online. My store will help tell part of their story, but there is so much more for consumers to discover. Through bold designs and QR codes on products leading to translations and background stories, allowing Indigenous designers to spread the word and inspire others.

What’s currently happening in the Indigenous fashion scene?

Indigenous designs are sometimes traditional, sometimes unique to that person, sometimes sustainable, sometimes not – but almost always are rooted back to the community. Each design has a unique story eagerly awaiting to be told.

Any “top” products you personally have your eye on, among the vendors?

I love all the products in my store! They all are so unique to each creators’ culture, perspective, knowledge and tradition. I am always impressed by the meaning behind designs. The latest additions to my store are from Section 35, Mobilize, Mini Tipi and an expansion to our offerings from Lesley Hampton – I am so excited to help share these with our customers!

aaniin.shop