Vol.147_Laugh By Lafaille
Laugh By Lafaille
From Montreal, Canada
Interviewed by Cinjay Lee
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It is nice to meet you Ben, could you please introduce your background? When and how did you launch Laugh?
Hi! My name is Benjamin Lafaille. Three years ago, I experimented with upcycled garment under a brand-named Laugh by Lafaille. The purpose of this brand was to market and test the popularity of my designs that were composed of only upcycled garments. The process of experimenting with second-hand clothing allowed me to find my own unique identity and design aesthetic. I published some of my experimental creations on social media, more and more stylists started approaching me to borrow garments for various creative photoshoots. A few months later, I began retailing some select items through the Depop, a leading online shopping mobile application. Shortly after, an official site for Laugh was launched. Sales of these garments has increased steadily since then.
Why did you name your brand ‘Laugh’?
I named my brand “Laugh” since I did not know in which direction I was going into. I did not want to use my full name; Laugh is a sub brand of Lafaille. Also, I consider Laugh as an acronym of my last name Lafaille, I see it as a play word and I associate it with something positive and fun; I love when people don’t take themselves too seriously.
Have you always considered upcycling clothes and including it in your collection? Have you worked on RTW and one of a kind(upcycled) items in parallel from the beginning?
No, in the beginning of my career, I used to only work with new material. However, when I transitioned to Laugh I decided to only work with up-cycled fabrics. This shift was natural for me since my set of values evolved into something more conscious. If I could go back in time, I would have tried to be sustainable since the very beginning.
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