Skateboarding, mid-century Canadian art movements and musicians’ stagewear are the different strands that form the DNA of Montreal menswear label École de Pensée. Co-founders Marc-André Garand and William Lessard were in business school when they decided to drop out to pursue fashion. On a mission to learn the ins and outs of the industry, the best friends travelled to Europe to seek out the best fabrics and clothing manufacturers, and what they found would eventually become the basis for their first collection in 2014. “We started [it] more as a passion project,” says Garand. “We were beginners in the industry; we didn’t study fashion, so for us, it was trying to understand, making mistakes and improving every season.”
More than a decade later, their fashion education and inspirations continue to come from counterculture. “High fashion doesn’t always mean hyperluxury,” says Garand. “When I was a kid, I thought fashion was only for the elite.” Built on a balance of utility and elegance, École de Pensée offers staples with a casual twist, such as differently proportioned pockets and the use of unexpected fabrics for classic pieces. Following the principles of “new-wave tailoring,” Garand, Lessard and Julien Gauthier (who leads design and creative direction) have built a dynamic, collaborative brand that prioritizes quality, innovation and not taking oneself—or one’s wardrobe—too seriously.