Ethically Made Eco-Conscious Fashion to be Featured at Startup Fashion Week

Toronto, Canada, October 12, 2017 --( Toronto fashion brand Encircled will be featuring their newest collection at Startup Fashion Week (SFW) Friday October 20, from 6:30 p.m. to 10:30 p.m. at Daniels Spectrum.

Launched in late 2012,, Encircled has been approaching their business model with a commitment to high ethical standards in all aspects of production while also keeping production local, a rarity for Canadian fashion brands. Fabrics are chosen for sustainable benefits with a minimal impact on the environment.

“As we are made in Canada, inherently our sewing studios must abide by stringent labour, environmental and safety regulations that other countries just do not have in place. Aside from production, we buy a significant portion of our notions (labels, snaps, zippers, thread, and elastic) from Canadian-based suppliers and knit about 30% of our fabric in Toronto. Many of our suppliers are family owned small businesses who have been in the fashion industry for years,” says Kristi Soomer, Founder and CEO of Encircled.

When surfing in Bali, Soomer realized the implications on her own health from sewage being dumped into the ocean. Her environmental sensitivity increased afterwards, resulting in a fashion brand founded not just on the premise of eco-friendliness, but also one rooted deeply in a slow and mindful approach to design.

With 99 per cent of their garments being sold online directly to customers, Encircled is working towards a full circle fashion industry. Understanding the lack of care and monitoring of how clothing is made in a fast fashion environment, Kristi Soomer, the founder and lead designer of Encircled hopes to improve the nature of the fashion industry.

“We’re creating fashion in a way that I believe is contributing to the good of the planet, which is something a lot of people aren’t doing,” says Soomer.

Encircled prides itself on being “the antithesis of fast fashion.” For their latest collection, Soomer reimagines a capsule wardrobe of just eight to ten pieces that can translate into over 25 outfits. With the flagship Chrysalis Cardi as the collection’s centerpiece, Encircled will present a collection inspired by versatility and the ability to do more with less on the runway this year at SFW.

From dressy sweatpants to reversible pencil skirts, Soomer will debut an offering of ethically and sustainably produced garments that can be worn for a myriad of lifestyles. Whether you’re lounging at home or preparing for an important work conference, Soomer’s latest designs will provide the perfect wardrobe for any occasion. Say goodbye to outfit changes and struggling to find something to wear

Soomer will also be speaking at the Eco Fashion Forum, another event hosted by SFW on October 19th, where notable speakers will talk about circular fashion, sustainability and ethical practices in fashion.

For more information on how to attend the runway show or other events during SFW, please refer to or contact for more information. Please be advised that tickets sell out every year for SFW and will not be sold at the door.

ABOUT Encircled
Encircled provides the modern woman with versatile, sustainable clothing at an accessible price. They’re able to do this by selling directly to customers, and producing in small batches, locally in Toronto, Canada.The brand strives to be the opposite of fast fashion. Their chemical-free, eco-friendly fabrics and fairly paid labour prove that high quality garments can be made without exploiting the environment or human rights.

Encircled’s designs beautifully mesh versatility, ethics and style with function. The designs can be worn multiple ways, giving customers more wear out of each piece. Kristi Soomer, a former management consultant, was frustrated with the lack of stylish and versatile clothing for women who wanted to travel and live light. She founded Encircled in late 2012 to provide what the industry was missing. The collection is available online at

Instagram: @encircled_

About Startup Fashion Week
Startup Fashion Week (SFW) is the first of its kind, representing the newly developed intersection of fashion, business, and technology. Conceived in 2014 by Founder and Executive Producer Jodi Goodfellow, SFW was created to bridge the gap between the growing fashion and tech industries in Canada and focuses on aiding to launch, accelerate, and sustain these startup businesses. Initially formed as a 3-day platform as a Business of Fashion Conference, Fashion Tech Forum and a Runway Show, SFW has now helped to launch and profile amazing Canadian designers from cities such as Toronto, Montreal, Saskatoon, and Saint John. SFW has featured designers such as Amanda Maria, Atelier Guarin, She Native, By Catalfo and fashion tech startups such as Daniel Christian Tang, Prodmode and Muse.

Instagram: @startupfashionweek
Marwa Osman