TheSuperLoop

fashion

February 8, 2022

My name’s Sammi. I’m the founder, designer, creative director and doer-of-all-things for my company Soft Focus which is a loungewear brand based in Toronto. I’ve always loved fashion. I grew up devouring magazines and I always wanted to be an artist of some kind. I got a Crayola Fashion Designer Kit when I was like 6 from my aunt as a holiday present and I think that’s what sparked me, always sketching clothing, not always using that kit but that was what probably actually started it. Years later I applied to the Ryerson Fashion Design Program, and I’ve been working in the industry ever since I graduated.

I started out working for a couple big fashion brands in Canada. I learned what I needed to learn, and then ultimately found that I’m not naturally well suited to bureaucracy and that sort of structure. Fashion on its own when you’re just treating it as a commodity that you’re churning out as a creative can get boring. You’re sort of recycling ideas and I started to become more interested in top level creative, like strategy, marketing and brand storytelling, being involved in photo shoots and all that stuff. So in 2014 I left my last corporate ‘normal’ fashion job to try out freelancing.

I was freelancing for a lot of smaller businesses like Jenny Bird. Just being inspired by seeing founders like her in action made me realize that it was something I could do, and it was something I really wanted to do.

The idea for Soft Focus was percolating at that point. It was born from the fact that I’m naturally a homebody who loves to nap and lounge but also because my lifestyle really shifted when I started working from home. I was basically waking up rolling out of bed, grabbing my laptop and working on the couch all day. In 2017 I just decided to take that idea and do something. Soft Focus launched a few months later, and I’ve been working on it ever since.

Describe what you create in five words or less (ok, 10…)‍

Soft Focus is loungewear you can live your life in.

The collection is small, but the dreams for Soft Focus are big. Even the name I kept sort of ambiguous enough. It’s still so specific to what I’m doing with loungewear but I always knew it can be more than just one thing. It’s really about a feeling.‍

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What’s the one piece of advice that changed your life?‍

I’ve been given many great pieces of advice but I think especially in regards to starting Soft Focus, it was a conversation I had with Jenny Bird. I was working with her at the time but was starting to feel brave enough to actually think about doing my own thing and so I took her out for coffee and we had a really nice chat. I think at the end I was talking about all my hesitations and fears and stuff like that and she was like, “Okay, so what are you most afraid of?” And all I could say was failure. And she said “Ok, so what does failure mean to you? If it doesn’t work out, then what happens?” and I said, “Well I guess I get a job again and figure it out and maybe save up some more money and try again”. She said “Okay great, so do you think you can handle that?” And I was like “Yes! Okay! I can do that!” That failure thing is just so tied up in shame. I think that’s a hard thing to admit to and feel, but when you break it down you realize that there is no shame in it, and ‘the trying’ is the bravest and greatest thing you can do.

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What’s your most memorable moment as a creative?

I think just seeing your pieces that you’ve designed, and seeing ideas from development into production actually in real life on a real person is pretty amazing. It was cool when I worked for other companies, it’s very meaningful now that it comes from my business, like my baby.

What's the one thing that keeps you motivated?‍

I think I just love doing what I want to do when I want to do it, which is something I’ve newly realized about myself. I just had an astrology reading and that was confirmed as a character trait of mine! I was a young person who was very obedient, like I would say I’m an excellent rule follower and it’s really only since letting myself quit my job and do my own thing that I really realized how much I enjoyed the freedom that I had, even though there’s a lack of control and other sorts of crazy stuff. That feeling of being able to do what I want to do my way, with my direction and aesthetic and ethics just feels really good. So the desire to keep that going is a really core motivator for me. Learning not to be a people pleaser and not being so connected to other people’s needs that you forget your own, I think that’s how I originally was wired and I’m trying to do the work to change that.

What have you never understood?‍

I think what I still don’t fully understand is why the fashion industry is so slow and resistant to change especially in the areas of social responsibility and sustainability and diversity and inclusion. I’m very happy to see it’s changing now and there are new leaders replacing the old gatekeepers allowing this change to happen. I’m glad I have new people and models to look to as I grow Soft Focus so I can do it differently as well.

"It was born from the fact that I’m naturally a homebody who loves to nap and lounge but also because my lifestyle really shifted when I started working from home."

What song gets you on the dancefloor?‍

I’m a terrible dancer, and a very shy dancer, so not a lot of songs will lure me onto the dance floor, but I’ve started creating playlists for when I design collections, kind of like a mood for the season. The spring one I’m creating now has lots of old funk and disco on it. I think disco will also get me on the dance floor! I love the Diana Ross song It’s My House – it feels very in tune to the last couple years of my life never leaving the house (lol).

Any advice you’d give to someone who’s thinking of taking the plunge into a creative endeavour?‍

Believe in yourself. Ask a lot of questions. Don’t be afraid to start small but dream big. And just do it. Don’t wait for it to be perfect. Just get it out into the world.‍

Right now I’m feeling…‍

…more relaxed and creative than I have in months, which is nice, because last year was a big burnout year for me. Just as a small business owner it was very exhausting. Joy and play are so important to creativity and my creativity, and I think the last couple years have been so hard and work focused. I’m trying to bring joy and play back into my life as much as I can. Because what’s the point of doing all of this and working this hard if you can’t have fun!

"The collection is small, but the dreams for Soft Focus are big."

Who is inspiring you
right now?

Danielle Suppa

@souvenirstudios

Danielle is an old friend – we actually met on our first day of fashion school at Ryerson. She’s fiercely creative, with such a confident eye for design. She never rushes or compromises on her vision which I respect so much. And she’s abundantly positive and generous as a friend and fellow small business owner. Danielle is always my go-to when I need a creative pick-me-up or to bounce ideas around. Such a gem.

Jenn Winter

@nicedaypilates

When I first saw Nice Day pop up on my Insta feed, I was like – Hello! What is this awesomeness? Right out of the gate it had such a strong identity and it was so joyful and unique and inviting. I was like, I have to find a way to connect with this space. And when we did connect, it was an instant crush on Jenn. I have no chill – I seriously fan-girled all over her. She’s so vibrant and honest and funny and talented. We’re so lucky to have her building the Nice Day community and studio in our city.

Allison Asis

@allyasis

One of the joys of entrepreneurship is all of the other makers and founders you get to meet along the way and become a part of your community. Ally and I met at a pop-up when we were both in super early days of our businesses. I’ve always admired her talent and hustle. She’s so humble and thoughtful about her work, and endlessly sweet. Our biz lady coffee dates are always a joy.

Trish Ewanika

@ewanika

Trish has been running her boutique EWANIKA and designing her eponymous collection for over 20 years. Tucked away in the Annex, her shop is just a very special place where the coolest women and the coolest brands get to mingle. It feels a bit like a gallery space, but it’s also totally inviting. And Trish’s eye is next level. She’s so elegant and I think she’s a total icon. I can’t believe Soft Focus is carried at her shop – like seriously, pinch me.