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Vancouver is home to a thriving fashion industry made up of individuals committed to its growth and success. Get to know these personalities in The Inseam and discover what makes the Vancouver Fashion scene so awesome. |
Photo: courtesy Jody Rogac
Warm and laid back are the vibes I get when I speak to Treana Peake. It is a pleasant surprise, seeing as she appears to be on an extremely busy schedule. Treana is Owner and Creative Director for Obakki, and along with running the business; she oversees a charity and cares for a family (her husband, Ryan Peake, is guitarist for Nickelback).
Treana founded Obakki in 2005 and has since become one of Vancouver’s most beloved fashion labels. Known for its clean, modern and urban aesthetic, Obakki designs include beautiful and versatile pieces for women. The Obakki flagship store is a Gastown staple, reflecting the cool and innovative approach of its collections.
I was more than happy to chat with Treana as she recently launched the Obakki Spring 2011 Collection.
Valerie Tiu: How did you get started with fashion design?
Treana Peake: I originally started Obakki because I saw a hole in the market for local design. I wanted to showcase what was going on in Vancouver and get fashion established on a local level. Aside from loving a good challenge, I thought I’d get into fashion because I love the creative components that help make up the industry. A lot of people think that it’s just designing clothing, but for me, what’s interesting is the story that you create around a collection. It starts as an idea and then it grows throughout all your marketing material and editorial, your collection and film – it’s an entire story.
VT: What led you to open your own store? Why did you choose the name “Obakki”?
TP: We had a very clear vision of our brand, who we were and how we wanted to represent it. We wanted to have our own backdrop to showcase our designs that clearly reflected who we were - a place where you could see the brand fully. When we wholesale, you can still see our brand, but it’s in the aesthetic of another store. By having our own space, when you walk in, you get a really good sense of who we are as a brand. So our store is just that - a backdrop to showcase our designs fully. Obakki was an original name, it had zero hits on Google, and we were able to take it and brand it. It didn’t have any other connotations, so when you heard the name, it didn’t make you think of anything else.
VT: Where do you get your inspiration for the line?
TP: At the beginning of the season, our team sits down and we begin to look at images from magazines, websites, blogs and movies. There is this whole cross-creative process, where we just pull things down that inspire us in whatever way. It doesn’t have to be fashion, it can be absolutely anything, and then we start to see a theme emerge. This particular spring collection has a free spirited edge. It captures this adventurous spirit, like going on a summer road trip. When we started, we noticed that we were pulling images of outdoor parties, days at the beach, the campfire and music festivals… that kind of easy vibe. It all just comes together like that. We really just start from having this wide-open palette and pulling things that just inspire us. It’s interesting to see that sometimes we end up bringing the same images to the table, so everyone gets inspired by similar things.
VT: Obakki has been recognized globally. Why is it important to continue to base your business in Vancouver?
TP: It’s where I live, where I shop and where my kids go to school. We have an amazing city here and I strongly believe in doing things locally if you can. We spend a lot of time travelling, but we have a really cool city here. Look at Gastown for example, and how it’s flourishing because we’re investing in local businesses that are cool. The community supports that, so there’s no reason to go into another city. Not to say that we won’t expand one day, but we will always base our business in Vancouver.
VT: In 2009, you introduced the Obakki Foundation. Why is this an important part of your business?
TP: The philanthropy side has always been a part of me. We also believe that it is part of our customer and that we need to be globally responsible. The Obakki Foundation was started as another creative outlet. We distinguish ourselves by taking a unique approach to raising money through fashion, art, film, photography and other various creative campaigns. The way we are presenting the money and the causes we are working towards are done in a fresh way that people are more open to receiving. That being said, it is a very serious charity. We are getting lots of stuff done. In the last two months for example, we drove 65 water wells to Sudan. I think charity should be important in everybody’s life. If we are fortunate to be in a position where we can think about helping other people, then we should.
VT: You wear many hats as a wife, mother, businesswoman and humanitarian. How does this play into your perspective of the Obakki brand?
TP: We think our customer is just that too. Everybody wears many hats. We believe that our customer is a global, engaged and busy woman. So with me, having all these “hats” so to speak, it does come out in our collections. They are very eclectic and you can do many things with it. There are red carpet looks and casual pieces, just to reflect the different elements of the woman. I think it just naturally plays into the brand. I am not the only woman that has a million things that she is juggling, there are lots of women like that who walk into our store everyday.
VT: Do you have any favourite local designers or retailers?
TP: We have a lot of great local designers in town. There have been some really great stores that have supported these designers, like Dream. They opened their doors just to showcase local talent and I think that’s incredible. We have our fashion shows and we invite other local designers to come in. It’s a small town, we’re all in this together, and we should all support each other. We have an open door policy with everyone in the industry. There are so many great stores. Roden Gray is incredible, Misch, One of a Few.
VT: Where do you like to spend your time in Vancouver?
TP: If I’m going out, definitely Gastown. The Brand Group has some amazing locations – I love Boneta and The Diamond. Gastown is really one of those places where you can just point yourself in one direction, and you will find a cool spot. For other stuff, I just enjoy what’s in our own backyard. I like hiking, going to the beaches, Whistler… I think that’s part of the joy of living in here. We’ve got a big playground. There is a great local vibe that goes on here, so I love Vancouver.
