You may have heard of womenswear designer Peter Nygård, but do you know the story behind how the multimillion dollar, Winnipeg-based brand came to exist? Today, NYGÅRD is one of Canada’s largest clothing manufacturers and has been designing quality womenswear for half a century, which is no small feat in today’s ruthless economic climate. Where others have failed, the company has flourished in the face of an ever changing retail landscape, adapting to digital technology way ahead of its time. Today, we get an insight into what it takes to build a clothing empire and a preview of NYGÅRD’s Fall Fashion Show, happening right here in Winnipeg this month.
The Nygård Story
After graduating from North Dakota University in 1964 with a degree in business, Finnish-Canadian designer Peter Nygård decided to pursue his ambition, purchasing 20% of a struggling women’s clothing brand. Just 3 years later he bought out the company entirely and transformed it into the vibrant fashion house it is today. Since then Nygård has received numerous accolades: some of his most notable include being the founder of the Manitoba Fashion Institute, becoming an appointed member of the Canadian Apparel Manufacturer’s Institute and even playing an influential role in establishing the North American Free Trade Agreement. Fast forward to 2017 and NYGÅRD is proud to be celebrating 50 years in the fashion industry.
The NYGÅRD brands
Over the years, several sub-brands have been created under the NYGÅRD umbrella. You may be familiar with Alia & TanJay, designed with a 50+ target market in mind, or his eponymous brand Peter Nygård which is popular with younger, style-savvy women. However it’s the company’s latest line, Nygård Luxe Denim Slims, which is causing a stir in the fashion world. Nygård recognized from an early stage the growing demand for comfortable jeans. He listened to what women liked and disliked and revolutionized the company’s denim philosophy. These are jeans that have abandoned the traditional button and zipper fastening in favour of a super-stretch, pull-on design that features a hidden slimming panel stitched into the inner waistband. Its exclusive Denim 360 4 way stretch fabric is made using a stretch cotton-blend that smooths, sculpts and tones your lower body thanks to its trademarked SlimCurve Technology. Nygård Luxe Denim Slims has become the brand’s best selling line and has gone from strength to strength, releasing trend-driven styles and more and more washes every season. What has kept NYGÅRD successful after all of these years? Great customer segmentation and unique selling points that have enabled them to differentiate themselves in a competitive market.
Fashion show: Fall 2017 collection
The NYGÅRD team is inviting you to attend its highly anticipated Fall Fashion Show which is taking place in Winnipeg on September 15th at NYGÅRD Fashion Park, 1626 Kenaston Boulevard. What can you expect from the Canadian designer this season? Premium fabrics, stellar designs and a guest appearance from Peter Nygård himself. Guests will get a sneak preview of the brand’s fall and winter collections, prominently featuring his unseen Peter Nygard Jeans collection, and will be able to see this year’s Breast Cancer Survivors walk the runway styled in NYGÅRD. The fashion house is famous for closing the show with a stunning haute-couture inspired look making its way through the crowd. Read about the highlights of last season’s show here on the NYGÅRD blog.
Watch the live show on Friday 15th September at 1626 Kenaston Boulevard, Winnipeg.
Doors open at 6pm, show starts at 7pm. Tickets cost $25 and all proceeds will be donated to CancerCare Manitoba.
See what’s new at NYGÅRD and visit https://slims.nygard.com/