The 34-year-old describes her environmentally-friendly fashion label as “casual elegant” and “sexy, but comfortable”. Her collections are manufactured at the label’s own factory in Vancouver. Bridger has set the bar quite high for herself: a shop in Toronto is currently in the process of opening, with dozens of other boutiques set to follow. “There’s a big attitude shift underway right now with consumers,” she explains. “People are starting to prefer fair trade, environmentally-friendly fabrics and sustainable, high-quality clothing that doesn’t just stay fashionable for a single season.” Vancouver, she maintains, is at the forefront of this development, and most residents of the city, which was the birthplace of the environmental group Greenpeace in 1971, are ecologically-oriented, health-conscious and open-minded. Her train of thought is interrupted when a friend calls to discuss a planned weekend hiking trip. Bridger, as it happens, is a devoted outdoor enthusiast herself.
There are exceptions to the rule, of course. “As someone who doesn’t even know how to swim, I’m sort of a fish out of water in this town,” says Ron Terada with a grin. The 47-year-old stands inside a tiny gallery that’s hidden among inconspicuous offices. Anyone interested in viewing his small exhibition has to ask for the key in the bookstore on the first floor.