In a world of fast imported fashion, stalwart Canadian clothing brand Muttonhead continues to serve as a guiding light for the modish set bent on quality duds and dedicated to supporting local. (Shop Canadian, eh?) In March, the TOQUE team spent a morning in Toronto at the Muttonhead store with company owners — and sisters — Meg and Mel Sinclair, fashion mavens who spent their formative childhood years in Kitchener. We chatted about the brand’s roots, its commitment to local production, and what’s next for the made-in-Canada label that has built a loyal following for its unisex, ethically made gear. Here’s what Mel and Meg had to say:
WHAT INSPIRED YOU TO START MUTTONHEAD AND HOW HAS THE VISION EVOLVED OVER TIME?
Meg: Muttonhead started as my final-year project at [then] Ryerson University’s Fashion program. Mel and I were both Ryerson Fashion students at the time. We realized soon enough that the brand was becoming popular so we decided to keep it going after graduation. At first our focus for Muttonhead was on snow sports and outerwear, with our core values — Canadian-made, unisex, and functional — running through the catalog. Over the years the brand shifted into everyday basics while we learned firsthand how challenging the apparel industry can be — especially given the fact that we were competing with global brands that manufacture overseas. But through all the ups and downs, our mission has never changed: well-made gear, made in Canada, for outsiders [ie people who love the great outdoors].
WHAT’S IT LIKE WORKING TOGETHER AS SIBLINGS? WHO HANDLES WHAT?
Meg: It’s a wild ride — but luckily we complement each other really well (most of the time!). I focus on design and production — creating new styles, sourcing fabrics, and working closely with our manufacturing partners in Toronto and across Canada.
Mel: And I handle all things digital and creative, from online operations to ad content and product photography.
Meg: We’ve got a small, tight-knit team, and we all pitch in wherever needed.
WHEN DID YOU MOVE INTO YOUR CURRENT LOCATION AND WHAT CAN CUSTOMERS FIND IN-STORE?
Meg: We’ve been part of the Roncesvalles community since 2014, and we purchased our current storefront [at 163 Roncesvalles Ave] in 2018. It’s just under six thousand square feet across three floors. We love this neighbourhood — it really feels like home.
Mel: In addition to Muttonhead, we stock a curated mix of other made-in-Canada brands: denim from Naked & Famous, skincare and grooming from OM and Crown Shaving. We also stock home goods, kids’ products, and more. There’s a little something for everyone.
SUSTAINABILITY AND LOCAL PRODUCTION ARE A HUGE PART OF YOUR BRAND. CAN YOU SHARE MORE ABOUT THAT?
Mel: Sure. About ninety percent of what we produce is made right here in Toronto. The remaining ten percent comes from Montreal, Vancouver, and a few items are made in New York. We keep things as local as possible — from our woven tags made in Markham to most of our fabric which is knit, dyed, and cut in Toronto. Since day one the goal has been to support local businesses and create quality pieces close to home.
HOW DO YOU DECIDE WHAT PRODUCTS OR COLLECTIONS TO LAUNCH NEXT?
Mel: We’re always experimenting with new seasonal fabrics and colours, taking inspiration from trends and — most importantly — our customers. Customer feedback plays a huge role in shaping what we release. We genuinely love hearing what they’re into and what they want to see next.
AND WHERE DO YOU DRAW INSPIRATION FOR THE KILLER GRAPHICS ON YOUR SWEATS, TEES, AND CLOTHING LABELS?
Mel: Our graphics are fueled by a love for camping and the great outdoors. We’re all about chasing adventure — and bringing a bit of that wild, muddy, starry-sky magic into everything we design.
DO YOU HAVE A FAVOURITE PIECE OR COLLECTION YOU’VE RELEASED?
Meg: The Rainbow Collection is definitely a favourite. I also love our fall thermals — I’ve got one from 2019 that I still wear constantly. It’s one hundred percent cotton and has held up like a champ over the years. Just a great, timeless staple.
Mel: My favourite piece has to be the embroidered heavyweight long sleeve. It’s ridiculously comfortable, goes with everything, and after a million washes it still looks brand new.
WHAT TRENDS DO YOU SEE SHAPING THE FUTURE OF SUSTAINABLE FASHION?
Meg: We’re seeing a big shift toward natural fibers — one hundred percent cotton, linen, wool. We already use a lot of cotton, and we’re starting to work more with wool and Tencel [a sustainable fabric made from wood pulp]. The focus on longevity and biodegradability is only growing stronger, which is great for the industry.
HAVE YOU NOTICED ANY CHANGES IN CONSUMER ATTITUDES TOWARD ETHICAL FASHION?
Meg: Absolutely. People are becoming a lot more conscious of where and how their clothes are made — and that’s so encouraging to see. There’s a growing awareness around sustainability, and it’s pushing brands to be more transparent and responsible.
MUTTONHEAD HAS BUILT AN AMAZING COMMUNITY. HOW DO YOU STAY CONNECTED?
Meg: Our store team is incredible and we’re super lucky to have such a loyal, supportive community of customers. It’s something we’re actively working on nurturing — whether that’s through hosting more events, building out our outdoor space behind the store, or being more present on social media.
WHAT’S THE MOST REWARDING PART OF RUNNING MUTTONHEAD?
Meg: There are so many highlights — but nothing beats hearing from customers who love their gear. We’ve gotten messages from people saying they’ve been wearing the same piece for years and it’s still their favourite. That kind of feedback is incredibly fulfilling.
Mel: We definitely also love the creative side. Developing new products and seeing them come to life is always exciting.
WHAT’S NEXT FOR THE BRAND? ANY BIG PLANS OR COLLABORATIONS COMING UP?
Meg: We’ve got plans to expand into new product categories, and we’re looking at opening a few more locations outside of the city. Lots on the horizon
MTN.HEAD
163 RONCESVALLES AVE, TORONTO ON
mtnhead.com
