Snuneymuxw / Canada
Ay Lelum-The Good House of Design
Ay Lelum The Good House of Design is a second generation Coast Salish Design House from Nanaimo, B.C.. Garments are designed and produced in B.C. by Sisters, Aunalee and Sophia, mentored in fashion design by their Mother, Sandra Moorhouse-Good. They collaborate with and feature artwork by their Father, Traditional Coast Salish Artist William Good and their Brother, W. Joel Good, from the Snuneymuxw First Nation. They incorporate family designs into fabric patterns for their collections and utilize eco-friendly fabrics, making their couture pieces in their studio home in Nanaimo and manufacturing ready wear in Vancouver. Each collection is inspired by family artwork and cultural teachings by their Father, while following strict cultural protocols and Hul’q’minum Law. They also record their own music as part of the design process. Ay Lelum was awarded the distinction of the 2018 Indigenous Business of the Year Award in their category through the BC Achievement Foundation and has placed Top10 for the Small Business BC Awards 2020 in two categories, Best Innovation and Best Marketer.