‘A creative paradise’: Toronto designer Hayley Elsaesser makes leap to Hamilton

Toronto designer Hayley Elsaesser said she'd never move to Hamilton when her boyfriend pitched it as a maybe I'll do this' idea last summer.

She'd always loved the rush of hustling and bustling" cities since leaving her hometown of Cambridge.

She started her brand down under in Australia. She had a storefront on trendy Queen Street West in Toronto for more than five years.

But, after spending a weekend wandering around some of the downtown neighbourhoods and visiting local businesses earlier this year, she was sold.

She saw budding small businesses and thriving local brands. There were affordable options and buildings that still had character, not yet knocked down for condos."

She also loved the green space - the idea of actually having a yard was possible.

I've kind of just changed in terms of what I need," said Elsaesser, in a recent interview with The Spectator. It's been really nice, so far."

Elsaesser and her boyfriend made the jump" to Hamilton back in May, just a few short months after she closed the doors to her brick-and-mortar shop at the beginning of March.

Facing a universal decline in in-person retail and a landlord who wanted to sell the building she leased, Elsaesser opted to close her store and move completely online as of Feb. 28.

And in hindsight, the timing couldn't have been better, she said, with COVID-19 having rocked everything" in retail.

I was ready to just really focus on work and have a new change," said Elsaesser.

The change that has since come for the 32-year-old designer has been a wakeup call."

In Toronto, she didn't have a yard for her dog, the price of rent was increasing steadily and being a creative in Canada - let alone in the biggest city - was already difficult."

I'd felt a little bit like Toronto didn't want me anymore," said Elsaesser. I wanted to feel more empowered in my situation so just seeing this smaller place ... everything was just so much more approachable."

Just a short drive down the 403, she pays around the same rent for a three-bedroom house in Hamilton versus a really crappy" one-bedroom apartment in downtown Toronto - complete with a yard and at least double the living space.

There would also be no way in hell" she'd be able to afford a studio resembling the one she has now near Gage Park.

I would have to split it with three other people," said Elsaesser. It's amazing."

Her studio - which she works out of nearly everyday - is around the same size as her brick-and-mortar store but it's dedicated entirely to creating.

Elsaesser has an area set up for photo shoots, another for people visiting the studio to hangout as well as ample space for designing and making clothes.

It's also complete with high ceilings and an open concept layout.

She has four sewing machines set up comfortably. At her Toronto shop, she'd have to drag each one out of the basement individually if she had an idea suddenly come to mind.

Elsaesser's work has been featured in Rolling Stone, British Vogue and ELLE Canada as well as Refinery29 and Complex. Her pieces have been worn by the likes of Joe Jonas, Miley Cyrus, Katy Perry and Tegan and Sara.

Her designs are bright, wild and colourful with a focus on way out prints - like a mint green and blue zebra print lounge wear set or a mask with teal and pink scorpions littered over a light purple background.

It's a creative paradise for me basically," said Elsaesser. It's easier for me to be creative and have fun, which is really amazing."

Once the pandemic is over and people can gather safely, she hopes to use the space for events such as workshops and hosting partners and friends of the brand.

It's screaming out for a party or an event," said Elsaesser. It's very much a place that would suit that really well."

Since launching in 2013, Elsaesser has partnered with Nike, Coors and Taco Bell.

And being in a smaller city, Elsaesser is also looking forward to building a new community in Hamilton and getting to know folks in the existing creative scene.

I am really excited to explore and meet some more people here," she said. It just seems like a town where people are super welcoming - that's the overall feeling that I get and it's been really nice, so far."

Fallon Hewitt is a Hamilton-based reporter at The Spectator. Reach her via email: fhewitt@thespec.com

Supporting local journalism by design

In October, Hayley Elsaesser launched the Champion the Truth capsule collection in collaboration with News Media Canada.

The collection aims to celebrate and recognize the importance of local newspapers and original, credible and diverse journalism in Canada, according to Elsaesser's site.

The overall collection highlights the strength of Canada's diversity, and reflects on the important role newspapers play in providing credible, factual reporting and a voice for local communities across the country, keeping them connected to what matters most," it states.

It is also inspired by Elsaesser's grandfather, who was the owner and publisher of a local newspaper in British Columbia.

The collection includes masks, shirts and tote bags that are emblazoned with the words truth" and news" set in different colours and different languages spoken across Canada.

Elsaesser's signature mouthy print design is also featured in the collection.

All proceeds from the sales of the collection will be donated to Canadian Journalists for Free Expression (CJFE).