Winnipeg-based fashion brand Anne Mulaire is marking a major milestone in 2025 — celebrating 20 years in business. Founded by Métis designer Andréanne (Anne) Mulaire Dandeneau, the brand has stayed true to its roots: Canadian-made, sustainable, inclusive, and steeped in Indigenous storytelling.
“I used to be a contemporary dancer, and I grew up very connected to my Métis heritage, said Dandeneau. Our values were all about taking only what you need — living sustainably. That has stayed at the heart of everything I’ve built with Anne Mulaire.”
Today, as the brand celebrates two decades, it remains proudly manufactured in Winnipeg, using Canadian-knitted and dyed fabrics, while operating its flagship boutique and production facility at 421 Mulvey Avenue.
From Dance to Design: How It All Began
Before becoming a fashion entrepreneur, Dandeneau was immersed in the world of dance — a discipline that first revealed to her the shortcomings of synthetic fabrics.
“The costumes were all polyester, not breathable,” she recalled. “I started making costumes for my fellow dancers. At some point, I had to decide — would I continue dancing professionally or do something different?”
That decision led Dandeneau to Montreal, where she studied fashion design. But sustainability was still a missing conversation.
“During my time in fashion school, no one talked about sustainability,” she said. “I brought my knowledge into the classroom, always pushing against the grain. For my final project, I sourced silk-hemp blends and crocheted lace featuring wolf paw prints. It was my ‘aha’ moment — realizing there was space in fashion for someone championing natural fibres and sustainability.”
Building a Brand in Winnipeg
After graduating, Dandeneau returned to Winnipeg, launching her brand in 2005. Her first client was a yoga studio that loved her natural-fibre creations. She built momentum, focusing on wholesale before quickly pivoting during the 2008 economic crash.
“Instead of letting stores go bankrupt owing me money, I took my inventory back and pivoted to direct-to-consumer shows like Toronto’s One of a Kind,” she explained. “I built that model for ten years, sometimes doing three shows at once across Canada and the U.S.”
This agility helped the brand survive multiple economic challenges, including the 2008 financial crisis, the COVID-19 pandemic, and now tariff-driven disruptions.
Thriving Through Crises with Core Values Intact
The decision to manufacture locally has insulated Anne Mulaire from recent international tariff impacts — a move Dandeneau now sees as critical.
“When people ask how tariffs affect me, I say, ‘They don’t.’ Everything is made here. Our fabrics are knitted in Ontario. Our tags, printing, everything is Canadian,” she said proudly.
While U.S. sales have dipped slightly due to cross-border fees, the brand’s Canadian customer base remains strong and loyal — a testament to the lasting resonance of its values.
Reflecting on two decades in business, Dandeneau added: “You have to decide early — do you want to be a CEO who chases profit or a CEO of impact? I chose impact.”
Commitment to Inclusivity and Circular Fashion
Inclusivity and sustainability are not just buzzwords for Anne Mulaire — they are deeply embedded in its operations.
The brand offers sizes from XXS to 6X, expanded during the pandemic to ensure accessibility for more customers. “True sustainability means it’s available to everyone,” Dandeneau emphasized.
Their Return to Nature program also exemplifies a holistic commitment to circular fashion. It includes repair, refresh, and resale initiatives, helping extend garment lifecycles and diverting textiles from landfills.
“We just did a resale drop,” she said. “Customers bring back pieces they no longer wear, and we resell them. It’s like giving garments a second life — and it’s better for the planet.”
A Boutique and Manufacturer in One
The Anne Mulaire boutique is a rare model: a combined retail space and manufacturing facility. Customers visiting the Mulvey Avenue location can witness the craftsmanship firsthand — a rarity in today’s fast fashion-dominated market.
But the boutique wasn’t always part of the plan. After a former manufacturing partner defaulted, Dandeneau seized the opportunity to build her own operation from scratch in 2010, recruiting skilled workers, including some previously employed by Winnipeg-based Nygard.
“My office was in my parents’ basement for eight years to keep costs low,” she laughed. “Slowly, we transformed part of the factory into a boutique. It evolved organically.”
Today, the boutique offers a full expression of the brand: career wear, casual styles, elegant dresses, and heritage pieces featuring intricate embroidery inspired by her Métis ancestry.
Storytelling Through Fashion
Every garment at Anne Mulaire tells a story — often literally.
“My father, a Métis artist, creates the prints for our collections,” Dandeneau explained. “Behind every design is a story about Indigenous culture in Canada. Clothing should mean something — it shouldn’t just be worn; it should inspire conversation.”
One standout piece is the Mulaire Jacket, featuring embroidery inspired by Dandeneau’s ancestor — one of the first Métis schoolteachers in the Red River region. “She combined Métis beading traditions with European embroidery, and I wanted to keep her spirit alive in my work,” Dandeneau said.
Looking Ahead: Expanding with Purpose
While the boutique continues to thrive in Winnipeg, Dandeneau has her sights set on expansion — but only thoughtfully.
“We’re working towards opening a store in Banff, Alberta,” she revealed. “It’s been a two-year search for the right space. We want to offer customers the full Anne Mulaire experience — something wholesale just can’t replicate.”
Banff would mark a symbolic and strategic next step: a Made-in-Canada, Indigenous-owned brand bringing authentic sustainable fashion to an iconic Canadian destination.
“There’s no clothing brand in Banff right now that’s truly made in Canada,” Dandeneau noted. “We would bring something unique — beautiful, sustainable fashion that carries the spirit of Métis culture.”
A Message for the Next Generation of Entrepreneurs
As Anne Mulaire celebrates 20 years, Dandeneau hopes her journey inspires others to stay true to their vision.
“I heard so many no’s along the way: ‘You can’t do both sustainable and Indigenous,’ ‘You have to manufacture overseas.’ But I stayed the course,” she said. “If you believe in your values, you can build something that lasts — something that matters.”
More from Retail Insider:
