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Since 2001

Schwiing is a brand of affordable, ready-to-wear clothing for active young urban women. The company was founded in 2001 when Jean-François Noël would attend various festivals and markets across Canada to sell clothing and accessories that he brought back from his numerous trips abroad.

In 2008, Jean-François Noël met Myriam Drainville, who became his partner in both business and life. That year, the brand began to produce its own semi-annual collections to be sold in retail stores. The line includes comfortable dresses for professional occasions, relaxed outfits, and sportswear. With a degree in Art Education from Concordia University, Myriam Drainville is in charge of designing the clothing and creating some of the illustrations that are silkscreened onto the fabric.

Schwiing designs its clothing and prints its fabrics in its Fullum Street studio in Montreal. The brand has a playful, joyous and optimistic spirit that is embodied in the bright colours used for the garments. The pieces are actually manufactured in Asia, i.e., China, Bangladesh and Thailand. As of 2018, the company’s clothing is sold in over 150 stores in Canada and the United States.

Founders Jean-François Noël and Myriam Drainville, 2015 © Marjorie Choinière. Photo courtesy of Schwiing

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Madeleine Goubau, Contributor