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 necessary.
The desire to create was still there, but with the wish to do things differently.
After more than 15 years of imagining collections, developing products, and working with manufacturers, boutiques, and clients across Canada, one thing became clear: this experience could be used to create much more than just our own brand.
State of Mind was born from this idea.
We continue to create our own collections, but we also put our experience at the service of companies, groups, teams, and communities that want to create something that reflects who they are.
Clothing. Products. Collections. Group projects. Fundraising campaigns.
With a simpler and more agile approach, which allows for production based on need rather than accumulating unnecessary inventory.
Today, State of Mind is both a brand and a creative studio.
A way to continue doing what we have always loved to do: transforming an idea, an identity, or a story into something people want to wear and share.
State of Mind continues to evolve.
We create our own collections, but also projects for companies, groups, teams, neighborhoods, organizations, and boutiques.
Some projects take the form of a collection. Others, a pop-up shop or a fundraising campaign.
The starting point always remains the same: an idea, an identity, or a community to highlight.
CLOTHING. PROJECTS. COMMUNITIES.
Clothing and products created to represent your company, team, event, or community.
Products that people actually want to buy to help fund your team, organization, or project.
A different way to offer your clients more choice, without necessarily increasing inventory.
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.
State of Mind was born from our story, but our next projects won't necessarily be our own.
A business. A team. A neighborhood. An event. An idea that deserves to take shape.
Perhaps the next story will be yours.