Words by Katie Farley
ThreeThreeFourSeven is a small Montréal based fashion brand, brought to life by Creative Director Courtney Pedersen and is characterized by its quirky, ethical values – concurrently carrying an original and artful methodology to design. Created with intelligence and a sound understanding in relation to construction, ThreeThreeFourSeven concentrates on slow fashion, crafting one-of-a-kind pieces, which is achieved through provocative, multi-media content.
The brand’s brainchild enrolled at Kootenay School of the Arts where she studied Textiles, which was later followed by Fashion Design located at Lasalle College. In 2015 Pedersen made her Mtl unveiling at Festival Mode Design and since this time has undertaken an exploration into the creative industry, discovering innovative methods to exhibit her work. “I started my own label because I wanted creative control” explains Pedersen, “and to be able to create my own little world and project those inner fantasies outward.” Each garment and unique project that is created experiences a DIY and intuitive process, which is mindful and accompanied by a compelling narrative that takes into careful consideration of life after the design questioning the relationship we have with our clothing.
Materials that have been pre-loved at an earlier stage are therefore reconditioned and independently designed and deconstructed. A significant part of the label’s identity is its affiliation with being ethically minded, where the garments you see throughout Pedersen’s portfolio are always reconstructed from previous items. “I'm quite stubborn and adamant in being sustainable to the point that I would accept limitations on my success” she admits. “It's really not about the bottom line, and I think that's quite different in a saturated and highly competitive industry like fashion.”
The appearance of being recycled gives the clothing an individual quirk and cleverly carries an unorthodox thus feminine aesthetic that is worthy of editorial status. ThreeThreeFourSeven plays less emphasis on the production and consumption of fashion and instead addresses the importance of the design process and evolution, where the brand is additionally mindful of the emotive and fairytale aura that the garments instill.
“When I contextualize my clothes through photography or film, I am always trying to achieve a sense of escapism. I hope my work can give people a bit of a break from troubled times and just a moment to escape and to dream.” This sense of escapism is reflected amid the reoccurring and overtly feminine and romantic aesthetic that characterizes the brand’s individuality, with techniques that are continually evolving.
Concerning the designer’s current collection, she describes how she “loves the more sculptural offerings of the flouncing and the softer more fluid side of the ruffles. The movement of the silk ruffles especially is divine. As soon as you put on those ruffled dresses, you feel like you are floating on air.”
Clothes that emit a fairytale feel, while committing to a sustainable way of thinking – that’s ThreeThreeFourSeven.