The Toronto-based clothing brand is building hype around four-letter words

What makes a hoodie unique?

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What makes a hoodie unique?

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Corresponding 4 letter series Founder Rachel Walderman, it’s a four letter word. Headquartered in Toronto, the clothing and lifestyle brand offers limited-edition garments designed to showcase “four words that make up four letters and tell a short story.”

We caught up with Walderman to find out more.

Q. For those who don’t know, what is 4 Letter Series?

A 4 Letter Series (4LS) is a premium apparel and lifestyle brand that delivers handcrafted, locally crafted products designed to bring you ultimate comfort and enjoyment with an emphasis on storytelling. We’ve had four drops so far, with a focus on hoodies, crewnecks and zip-ups. As part of the creative process, we work with community leaders to make our drops unique and diverse. We bring our products to market with a story that we share with our community.

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Q. What makes it unique?

A Our concept makes us unique. There are endless lines of hoodies on the market, but no one else does. Each drop highlights four words that make up four letters and tell a short story. With every drop, the story is constantly evolving and changing, like our own lives. Each of our customers resonates differently with the stories and makes them their own. It’s so beautiful to celebrate interpretation and the power of words and combine it all with quality clothing and create something to wear with pride.

Q. When and why did you start the brand?

A I launched 4LS in Fall 2021, but technically the brand started eight months earlier. I’ve always wanted to own something, but it took me a while to build up the confidence to do it. After working in the fashion industry for 11 years, I started to feel unmotivated due to my aimlessness. I wanted to create something more than just beautiful clothes. 4LS creates products with personal meaning.

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Q. Who is the target customer?

A Anyone can wear 4LS, but we’ve discovered that our current client is between the ages of 25 and 45 and spans all gender identities and expressions.

Q. What can you say about the product collaborations?

A To date we have been privileged to work with community leaders and creatives who are all extremely talented Canadian women including Bianca Sparacino, Rachel Joanis, Madeleine Gross and Noah Lehava. Whoever 4LS partners with, we do so with careful thought and intent to ensure it is consistent with the brand. We’re always looking for artists, graphic designers, illustrators and more to improve our clothes and make them even more special.

Q. The products are all made in Toronto. Why was that important to you?

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A When it came to the original drop of hoodies and crewnecks, I knew I wanted to find a local manufacturer who believed in my creative vision and was willing to go the extra mile to make special pieces. Part of this meant I really had to be involved in the process from start to finish of the garment’s journey. My factory for all our hoodies, crewnecks and zip-ups is a small team of four people. This means that everything is designed and created with the utmost attention and care, and every detail is taken care of. Making garments locally in Canada isn’t an easy journey as we don’t have the same resources as abroad, but if it were easy everyone would do it, right? There is so much talent right in our backyard that can be harnessed and encouraged. We have also worked with local businesses for our collaborations in other categories, such as our candles and vintage jewellery.

Q. Finally, what is the price range for your products – and where can people try them?

A Our candles are $68, our clothing ranges from $115 to $175. We also sell vintage solid gold jewelry and chains starting at $175 and going up to $510.

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