Against All Odds:
The Emotional Journey of Building Hare & Rose, a Sustainable Fashion Brand
All Images Courtesy of Hare & Rose
Contributed by Hare & Rose
In the fiercely competitive fashion world, where trends shift as fast as seasons, launching a brand demands more than creativity—it requires resilience, business savvy, and an unrelenting drive to succeed. For Terri-Lynne Rade, founder of Hare & Rose, this journey has been an emotional and entrepreneurial rollercoaster, marked by moments of triumph yet shadowed by days of self-doubt. Rade states, “Initially, it was incredibly challenging to establish a clear and recognizable brand voice and aesthetic, fully aware of how essential these elements are in the fashion industry.”
Her vegan leather handbag brand, rooted in sustainability and ethical fashion, is more than just a business—it reflects her values, dreams, and the hard-earned lessons that every designer must grasp when entering this demanding industry.
As Hare & Rose prepares for its anticipated runway debut at Start Up Fashion Week (SFW) in Toronto this October, Rade shares the reality of building a brand in an industry where passion is just the starting point—and where understanding key elements of the business is crucial to success.
Creativity Meets Business Savvy
Entrepreneurs start with a spark—an idea they believe can change the world. For Rade, that spark was the desire to disrupt fast fashion with timeless, eco-friendly accessories. But she quickly learned that creativity, though essential, is only part of the equation.Knowing Your Brand Identity is the first key step. Rade knew she wanted her brand to be a beacon for sustainability, but defining that identity—balancing luxury with eco-consciousness—was vital in helping her products stand out. “You need a clear sense of who you are and your audience. That clarity drives every decision, from design to marketing.”
“Building Hare & Rose has provided Rade with a practical crash course in business instincts. She has faced challenges in finance, production, and logistics while maintaining a strong focus on marketing. Rade has learned to develop a sharp intuition for knowing when to push forward and when to hold back. ‘You begin to trust your instincts more,’ she says. ‘Whether negotiating with suppliers or deciding where to invest your time and energy, your intuition is vital. You quickly realize that no one understands your business better than you do.'”
Creativity Meets Business Savvy
Entrepreneurs start with a spark—an idea they believe can change the world. For Rade, that spark was the desire to disrupt fast fashion with timeless, eco-friendly accessories. But she quickly learned that creativity, though essential, is only part of the equation.
Knowing Your Brand Identity is the first key step. Rade knew she wanted her brand to be a beacon for sustainability, but defining that identity—balancing luxury with eco-consciousness—was vital in helping her products stand out. “You need a clear sense of who you are and your audience. That clarity drives every decision, from design to marketing.”
Production and Supply Chain Realities
A critical learning curve for any new designer is mastering the complexities of material sourcing and production. Rade has an unwavering commitment to sustainable materials, but that comes with its challenges. “Finding suppliers who align with your values and who can deliver the quality you need isn’t easy,” she explains. “And then there’s the issue of maintaining that quality consistently across every batch.”
Building strong production partnerships is another critical step. “The right manufacturer can make or break your brand,” Rade advises. “You need people you can trust to deliver on time and meet your standards, especially when you’re just starting.”
The Unspoken Challenges of Breaking Through
While business understanding is critical, breaking into the fashion industry—especially as an independent designer—is a different challenge. Beyond the runway shows and product launches lies the often invisible work of getting your name out there and ensuring people care. “Being an entrepreneur means being your brand’s biggest advocate,” Rade explains. “No one will promote your work as fiercely as you do, especially in the beginning.”
Getting Hare & Rose noticed for Rade has meant diving deep into networking and building industry relationships. Whether attending fashion events, working with sustainable fashion bloggers, or partnering with local retailers, relationships are vital to breaking through. “Fashion is all about who you know,” she adds. “Making the right connections can open doors you didn’t even know existed.”
“Making the right connections can open doors you didn’t even know existed.”
In the digital age, building an online presence is indispensable. Rade has harnessed the power of social media to connect with her audience and share her brand’s ethos. “Platforms like Instagram aren’t just marketing tools—they’re windows into your brand’s soul. They allow you to tell your story, engage directly with customers, and build a community around your designs.”
Mastering the Highs and Lows of Entrepreneurship
Owning a business, Rade has discovered, is an emotional rollercoaster. One day, you’re on a high after landing a partnership; the next, you’re worrying if you’ll hit your sales goals or wondering how to fund the next production run. “It’s a constant emotional push and pull,” she confesses. “You’re always living in this space between excitement and uncertainty.”Preparing for Start-Up Fashion Week has been a thrilling yet all-in experience. Between model castings, organizing photo shoots, and preparing for the media event on October 22nd or the Runway Show on October 25th, every day brings new challenges. “The workload can be overwhelming, and since being selected there have been many late nights,” Rade admits. “But it’s also gratifying. Seeing our designs come to life on the runway or getting positive feedback from people who share my passion for sustainability makes it all worthwhile.”
Despite the stress, Rade has learned to embrace the emotional ups and downs as part of the process. “You can’t let the lows define you. In those moments of doubt, you have to remind yourself of why you started in the first place. Those small wins—like securing a spot at a fashion week or connecting with a customer who loves your products—fuel you to keep going.”
The Entrepreneurial Drive to Keep Moving Forward
Behind the scenes of every successful brand is an entrepreneur constantly pushing boundaries. For Rade, entrepreneurship is about more than just managing a business—it’s about foresight to see opportunities where others don’t. Whether it’s exploring the idea of pop-up shops for local sustainable businesses or pitching her designs to retailers, Rade has learned that success is as much about perseverance as it is about creativity.
“You have to be willing to take risks,” she explains. “Sometimes that means putting yourself out there in uncomfortable ways—reaching out to influencers or cold-calling buyers. It’s about building momentum and keeping your brand visible in many ways.”
The Road Ahead for Hare & Rose
Looking ahead, Rade is both realistic and optimistic about the future of her brand. She knows there will be more challenges, but she’s confident that Hare & Rose has what it takes to make a lasting impact in the fashion world. “I’m not just building a business; I’m building a movement—one that’s focused on sustainability, inclusivity, and creating products that people can feel good about. That keeps me going, even when the journey gets tough.”Hare & Rose is carving out a unique space in Canada’s sustainable fashion scene with its minimalist designs and a strong focus on eco-conscious practices. As Rade prepares for what’s next, one thing is clear: This is only the beginning for a brand and an entrepreneur driven by passion, purpose, and the determination to succeed.
