For over 15 years, Schwiing has dressed thousands of women across Quebec and Canada. Many of you have followed us season after season, in store, online, at festivals, and through our collections.
State of Mind is a new chapter. A different brand, simpler, more agile, but driven by the same love of clothing, creation, and stories that endure.
In the late 90s, Jef discovered India. The markets, artisans, and encounters quickly became an inexhaustible source of inspiration.
Rather than simply buying products, Jef seeks to understand how they are made. Interactions with locals, workshops, and manufacturing techniques become a true learning experience.
Gradually, the idea evolved. It was no longer just a travel adventure, but the beginning of an entrepreneurial project that would soon take on a whole new dimension.
In 2008, Jef met Myriam.
An artist by training and an art teacher, Myriam brings a new perspective, a different sensitivity, and a deep desire to create.
Very quickly, travels, ideas, and projects become a shared adventure.
What started as a passion for encounters, cultures, and clothing gradually transforms into a true brand.
And unknowingly, the foundations of Schwiing are already being laid.
After Jef and Myriam met, a new chapter began. Ideas took shape, collections developed, and Schwiing's identity solidified season after season.
For several years, travel has been part of the process. Meetings with manufacturers, product adjustments and collection development take place directly on site.
Over the years, Schwiing has developed more than just a style. The brand conveys a state of mind: freedom, travel, color, and the joy of living every adventure to the fullest. It is this universe that attracts thousands of customers across Canada.
In 2023, after more than 15 years, Schwiing is closing its doors.
Like many small businesses, we had to adapt to a rapidly changing world.
This was not an easy decision.
We also know that many customers were surprised, and sometimes disappointed, to see the brand disappear.
But despite the end of Schwiing, my desire to create never faded.
The need to imagine, to tell stories, and to design meaningful clothing was still there.
Some stories end.
Others simply take a new direction.
After Schwiing closed, a period of reflection was needed. A few years later, Jef decided to return to creation with a new project: State of Mind.
The desire to create was still there, but with the wish to do things differently.
Over the years, the vision of clothing had evolved: produce less, produce more intentionally, create only what is truly chosen.
For a long time, the traditional model required producing complete collections several months in advance. Despite all the attention paid to their design, this inevitably led to overproduction and waste.
Today, the majority of State of Mind creations are made on demand in Quebec.
Nothing is produced unnecessarily. Nothing waits in a warehouse. Each piece exists because it was chosen.
State of Mind was born from this reflection: a brand inspired by the places that live within us, the memories that remain, and the stories that deserve to be told.
Because ultimately, after all these years, one thing has never changed: I still love creating clothes that have meaning.
State of Mind continues to evolve, one creation at a time.
Thank you to all those who were part of the Schwiing adventure.
Thank you to those who are now discovering State of Mind.
The story continues.
This story is also a part of yours.
For more than 15 years, Schwiing was a part of the daily lives of thousands of women.
Perhaps a Schwiing garment still resides in your wardrobe. Perhaps a photo will make you smile. Perhaps a memory came back to you while reading this page.
If you'd like to share an anecdote, a photo, or simply a few words, we would be delighted to hear them.
Every memory helps preserve a part of this story.