Love of {sustainable} fashion, good design and thoughtfully selected styles

WORDS BY JELENA BOJIC PHOTOGRAPHY BY TATYANA SEMENOVA

From a small shoe store opened in 1990, to an expansion across Canada with gravitypope Tailored Goods, Louise Dirks has been bringing us carefully chosen fashions for decades. Her Whyte Avenue location has been a pillar in locally owned, independent boutique scene, and is considered an institution in the city. We loved getting to know Louise, her story, travels and experiences and luxuries she collects along the way.

Tell us about your beginnings in 1990, how did you come up with the concept of gravitypope? I have always loved fashion. In the early 80’s, I started my career working in fashion retail and then studied clothing & textiles at U of A. Later, I coowned an import shop just off Whyte Avenue. We started importing footwear, namely Dr. Martens. The demand was so fantastic, we decided to open a specific shoe shop right on Whyte Avenue. The timing was great because there were no shoe shops in the vicinity and Whyte Avenue was prospering. As I knew how to import, I chose footwear from France, Spain, Italy and many other countries not readily available in the North American market. ownership in 1992.

How did you decide to expand across Canada? The expansion process was quite organic. I opened my second shop in Calgary 10 years after opening the original gravitypope on Whyte Ave. Calgary clients were driving to Edmonton to shop at gravitypope. They pressed us to expand to Calgary, so we heeded. A similar thing happened with Vancouver and Toronto. The demand for the unique selection of our brands and products provided incentive to open more shops. This, in combination with the ability to develop career opportunities for my team were the main incentives for expansion and growth.

We know it’s probably like asking which child is gravitypope fast became my baby and I took sole

your favourite, but is there a store you’re most connected to? As my mother used to say about her 8 children, ‘I love them all equally’. I can truly say, I do love them all equally. They are all special and important to me. Each shop was a 2 to 3 year project to implement and holds a special place in my heart. I put a lot of time and energy into finding the right location, negotiating the lease, designing the space, stocking and staffing the store and creating a unique, welcoming environment for the client. I pride myself on the beauty and individuality of each store. Each store has it’s own feel but all are

integrally gravitypope.

With so much travel, where do you feel at home the most? Italy (mainly Milan) is my second home. I have been traveling to Milan 2 to 4 times a year for almost 30 years and each time I arrive, I feel like I’m home. I love the culture, the creativity and the warmth of the people. I would love to retire in Italy one day. ▶

There are many designer brands that can only be found in gravitypope. What are some of the favourites for the demographics you serve, who stands out? We have many thoughtfully designed, hand crafted beautiful brands. Some of my long time footwear favourites would be Moma, Officine Creative, Fiorentini & Baker, Halmanera, (Italy) Chie Mihara, Coclico, (Spain) Church’s, and Common Projects. These and many of our other brands are carefully crafted in small batches, made for a discerning consumer who wants to purchase a quality product that can stand the test of time. My favourite clothing brands include Barena, Labo Art, (Italy), Sophie D’Hoore, Stephan Schneider, (Belgium), Margaret Howell, (England) Antipast, Beams and Sarahwear (Japan). The impeccable attention to good design, styling and quality fabrication make these brands special.

For many people, and looking from the outside, you have a dream job. Running a clothing and shoe enterprise, travelling, choosing fantastic brands to bring to your clients…But there must be an incredible amount of work invested in your business, so tell us what motivates you? My love of fashion and my wish to use my abilities me and to enhance the community of my family, my employees and my clients, both past and present.

What advice would you give to entrepreneurs today? There are currently many factors working against entrepreneurs in the fashion retail industry. I would have to say, tread carefully and don’t bite off more than you can chew. If it is sincerely a passion you must follow, stay small with one store. You will have way less headaches. How do you relax and unwind after a busy day? I usually spend an hour or two walking with my dog, Henry in the river valley. This is a great way to separate myself from the all encompassing trials of the work day. Henry has been a solid grounding force for me. He is always there to sooth and make me feel better and I discovered the healthiness of

a good long walk because of him. I also spend lots of time with my husband Arthur, who has been my greatest supporter, I literally would not be where I am today without him.

Favourite restaurant, and what do you order there? Uccellinos is definitely one of my favouritesthe Panzanella Salad and Cacio et Pepe are my favourite! I also love Wasabi – they make the best Negitoro Roll and delicious Blackened Cod.

This summer, many Canadians will be spending their summer in Canada. Can you share some of and energy to contribute to enriching society around

your favourite Canadian vacation spots? Back country hiking in Kananaskis; exploring Vancouver and the Gulf Islands; touring southern BC Wine Country; lake life at Muskoka Cottage Country; spending time with family, camping and golfing at Hidden Valley Golf Course in Northern Alberta.

Modern Luxuria’s mission is to bring our readers the best of what the city has to offer, and that includes all luxuries, from great ice cream to great real estate, and everything in between. What would be a few of your go-to luxuries? The Artworks for special flowers and beautiful gifts, Bar Bricco, Uchellinos and Corso 32 for delicious food and great drinks, Color De Vino for a great selection of wine and spirits, Made by Marcus for great ice cream, the Old Strathcona Farmers Market for fresh local produce.