Meet Julia Church of Nettle’s Tale, the Vancouver-based brand known for their effortlessly stylish, ethically produced swimwear and apparel. In 2014, Nettle’s Tale first launched with six swimsuit designs via crowd-funded campaign. Based on the success of their size-inclusive swimwear, they branched out into apparel in 2019. Today, Nettle’s Tale has a store in Vancouver’s historic Gastown neighbourhood with a second location in Edmonton opening May 16, and their items available online internationally.
What is your business called and what does it do?
Our business is called Nettle’s Tale and we design and manufacture women’s clothing and swimwear right here in Canada in sizes XS to 4X. We sell our clothing and swimwear online and we also have a brick and mortar store location you can visit in Gastown that carries many other Canadian and ethically made brands and accessories in the same size range. We are about to open a second store location in Edmonton by Summer 2025.
What made you want to do this work?
Growing up Canadian and active and spending summers on the lake, finding a swimsuit was always a challenge since I have always been mid-sized (US sizes 10-18) or plus-sized and also bustier ever since I was a preteen. Swimwear is such a vulnerable shopping experience and garment and especially in the early 2000’s I couldn’t believe how small a size large or XLarge swim top ot bathing suit fit. So, the work comes from a very personal place. In solving a personal struggle, I am not alone in having realized it was really important work. Women are so held back by their full capacity when every day their first struggle is getting dressed.
What problem did you want to solve with the business?
One day in my early 20s, I decided to recreate a favourite swimsuit of mine, but fix the things I didn’t like about it. My roommate at the time was a similar size to me, but a very different shape and tried the bottoms on after I finished sewing them and they looked really good! That was definitely my ‘aha’ moment for the brand. I remember thinking this is how swimsuits and garments should be made. Patterned to fit our friends and our moms and our roommate, not patterned to fit the same standard fit model every time. Garments should be made to fit us, we should not feel bad that we do not fit what is on the market. In patterning things with this approach that is not the industry norm, and allowing customers to mix and match styles and sizes, and producing all the items in a very broad sizing range, I am servicing a large market of people who are very underserviced.
Who are your clientele/demographics?
Our customers mostly identify as female and are anywhere from 15 years old to 70 years old, but mainly in their late 20s to early 40s and they are in the market for clothing and swimwear that fits whatever size they are. Some of our clientele shop with us purely because our items are made in Canada or sustainable.
How does your business make money? How does it work?
We design and manufacture our product and then sell it directly to customers. In store,e we additionally make money wholesaling and reselling other brands products as well.
Where in the city can we find your profession?
There are so many good local boutiques in the city and three of the best areas to shop local is our street or block in Gastown which is Cordova Street from Richards to Cambie Street, and then also Main Street and also Commercial Drive.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
The most important question our customer would ask is what are my measurements and where do my measurements fit on your size chart, if at all?
What is the best part about what you do? What is the worst part?
The best part of what we do, especially in stores because we get to see it happen in person is tears over swimwear or clothing shopping being redeemed for someone. Often folks are shocked that all the options they pulled fit and that they get the luxury to then choose between items. Our customers can’t walk into most other stores in Vancouver, pull something off the rack and try it on. They are mostly forced to shop from a computer at home. The worst part of what I do is how many boxes of product I am constantly picking up and dropping off and unpacking or peeling hygienic liners that have come out of swimsuits off of the change room floor.
What is your favourite joke about your own profession?
It is not a joke as much as a kind of mystery in our industry. The average size of a woman in North America is a US size 14/16, which means there are just as many females that are a size 20, as a size 10, yet the fashion industry thrives off of only selling up to an XL or size 10/12 and leaving out the other half of the market. In the past years, some larger corporations are scaling back their plus-size offerings, which would make you think the statistics are wrong.
Where can we follow you?
PAY IT FORWARD: What is another local business that you love?
So many, but I will give a shout out to our neighbours in Gastown Revolver Coffee cause it is so good and we are there multiple times a week especially because they bring in Beaucoup Bakery croissants now.
