We all love wearing jeans. We wear them all the time and go everywhere with them – shopping, dates, travelling, picking up the kids. We also give our jeans much of our own personality and character. The lines and fades in the fabric tell us something about the lives we live and the movements we make as we roll through the hustle and bustle of our days. But our jeans slowly wear out, so we put them aside. Personally, I have a problem giving away old jeans, because I am in love with the stories they tell.

The journey of Kinsu began with those dozens of jeans forgotten in my closet over the years. They were all just piled up, but the harmony of the different shades of blue seemed suddenly so fascinating to me, like if they were somehow meant to be together exactly this way. The wear and tear visible on each pair was just so unique. And it is from this image that I drew my inspiration.

Not so far from my closet lies my faithful sewing machine. With a few snips of the scissors, all those jeans soon lay on the floor like severed limbs with no hope. But  muse was found after several miles of stitching, and a few cocktails along the way. From the scattered fabrics of that textile cemetery, an idea was born:


My adventure with the world of fashion officially began atop the Indian Himalayas, at an altitude of 6500 feet, in a town called Dharamsala. I had been volunteering at a Tibetan traditional attire workshop for about three months. The richness in human relations and my encounter with the Dalai Lama were profoundly inspirational for my life’s journey. Upon returning to Montreal, I began my studies in fashion, in the spirit of utilizing clothes as a canvas for both my political convictions and artistic statements. Since then, I have accumulated over 15 years of experience within the fashion industry.

Much of my passion has also come to me throughout the course of my travels around the globe. I have traveled the great country of Canada from east to west, and lived in the Rocky Mountains for a year. I have also visited twelve provinces in China, on my own, lived for three years in Beijing and visited several countries in Europe.

During this time abroad, I worked as a senior designer for one of the largest garment retailers in China. In addition to the opportunity to improve my knowledge of the Chinese language, I was also afforded the chance, during the course of these travels, to explore the largest fashion metropolises of Europe and Asia.

Beijing is an amazing city where the old and the new coexist – and where something unexpected awaits at every corner. Today, the city has sadly been confronting serious environmental challenges. For this reason, when I came back home, I felt like promoting the know-how and wisdom I learned while abroad in order to contribute to the fashion industry in a more sustainable and committed manner.

In 2015, Kinsu – the new way to wear old jeans – saw the light of day.

Ariane Brunet-Juteau

Denim upcycler

2 thoughts on “OUR STORY

  1. Bonjour,
    Je me présente Katherine Gervais , chargée de projets chez Vestechpro ,Centre de recherche et innovation spécialisé en habillement affilié au cégep Marie-Victorin . Nous organisons, pour une troisième année consécutive, une école d’été qui aura pour thème la mode durable et écoresponsable. Celle-ci se déroulera du 1er juin au 23 juin 2020. Nous accueillerons une vingtaine d’étudiants motivés par le sujet.

    Vestechpro vise ainsi à faire découvrir aux étudiants des niveaux collégial et universitaire, toutes disciplines confondues, les concepts, processus et intervenants participant au développement de la mode durable devenue incontournable pour assurer la pérennité des ressources.

    J’aimerais pouvoir vous parler à ce sujet et explorer la possibilité d’une collaboration de vous et votre entreprise.
    Est-ce possible d’organiser un appel téléphonique ?

    Katherine Gervais

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