Our Canadian culture is not made of only one fabric. Our beauty is found in the diverse origins of all people across the country. Together, we form a harmonious tapestry crafted of various fabrics that are equally important.
Through this campaign, Reitmans wishes to pay tribute to women of our community who contribute to the richness of our culture. We chose 7 inspiring women who created a pattern reflecting who they are and their unique cultural background, in collaboration with our design team.
For each T-shirt, scarf and tote bag sold online or in-stores, Reitmans will donate $2 to the 7 causes chosen by our ambassadors, up to a maximum of $10,000 for each cause.
shop the collectionScroll down to discover our ambassadors and their pattern.
O Canada!
Our home,
our chosen
land!
– Sandy Kaur Gill
supports Seva Food Bank
SANDY KAUR GILL
Sandy is a teacher and a fashion designer. Her creations and her colourful style are inspired by her Punjabi heritage that she cherishes deeply.
Her vision of diversity represents a way to be in contact with various cultures and to question our will to learn more about them.
THIS PATTERN TELLS A STORY
Sandy wishes that women from her community are able to identify with her pattern. She created it by adding pictures and stories directly related to her culture.
"I chose patterns and colours that reflect my Punjabi heritage so women like me feel represented."
- Sandy Kaur Gill
This T-shirt and scarf support the Seva Food Bank.
Click to watch
True patriot
love, in all
newcomers
command.
– Chan Hon Goh
supports the Canadian Cancer Society
CHAN HON GOH
Chan Hon arrived in Canada at 8 years old. She became the first principal dancer of Chinese heritage in the history of the National Ballet of Canada.
She considers difference as an asset. Proud of her origins, she sees diversity as an openness to others, without judgment, in order to live in the present moment, all together.
THIS PATTERN TELLS A STORY
Crafted of five important elements that are essential for her, Chan Hon's pattern represents her thoughts and outlook on life.
"My pattern was designed with symbols that are meaningful to me. Water for survival, the moon to reflect the eve of my birth, the sun for its illuminating power, the stars for their allure in dance, and the heart for true love."
- Chan Hon Goh
This T-shirt and scarf support the Canadian Cancer Society.
Click to watch
With glowing
hearts we see
each other's
rise.
– Mariana Mazza
supports Centre d’Encadrement pour
Jeunes Femmes Immigrantes (CEJFI).
MARIANA MAZZA
Humorist and comedian with a very vibrant personality, Mariana Mazza has a rich cultural heritage. Her travels and her Lebanese and Uruguayan roots shape the person she is.
More than a heritage, diversity is a way for her to welcome differences and to listen others without judgment.
THIS PATTERN TELLS A STORY
A pattern full of details and colours, reflecting Mariana’s personality and her cultural heritage from Lebanon to Uruguay and Quebec.
"My colourful design represents the Latin American sun, shining on a cedar—symbol of my mother’s native Lebanon—that watches over the earth, my Quebec."
- Mariana Mazza
This T-shirt and scarf support the Centre d’Encadrement pour Jeunes Femmes Immigrantes (CEJFI).
Click to watch
The True North
strong, diverse
and free!
– Angela James
supports the Smilezone Foundation
ANGELA JAMES
In addition to being a true legend in women’s hockey, Angela James paved the way for other women in a male-dominated sport. Her mother's Scottish roots and her father's culture from the South of the United States have marked her upbringing and made her proud of her heritage.
Demonstrating inclusion regardless of the past, without judgment and without prejudice, is her vision of diversity.
THIS PATTERN TELLS A STORY
To pay homage to her roots, Angela’s design features elements of Motown culture and a donkey thistle, an iconic symbol of Scotland.
"My pattern is as diverse as I am. Inspired by Motown, which played a big role in my upbringing, it also pays homage to my Scottish heritage."
- Angela James
This T-shirt and scarf support the Smilezone Foundation.
Click to watch
Roots far
and wide.
– Natasha Kanapé Fontaine
supports Waskapitan Fund.
Natasha
Kanapé Fontaine
Artist, poet and activist from the Innu community of Pessamit, Natasha uses her poems to bring people together. It’s through literature that she develops her thought on the Indigenous social and environmental conditions.
She considers diversity and inclusion as essential for us to coexist.
THIS PATTERN TELLS A STORY
Inspired by the colours and traditional patterns of her culture, Natasha wanted to create a pattern that reflects her commitment to her roots.
"This design is directly inspired by the symbols of my ancestors, with colours that attract the forces of nature. It’s a reflection of who I am—when I look at it, I see myself."
- Natasha Kanapé Fontaine
This T-shirt and scarf support the Waskapitan Fund.
Click to watch
O Canada,
where I can
be really me,
and feel
welcome
and free!
– Sarahmée
supports the Canadian Women’s Foundation
Sarahmée
Talented rapper recognized in Quebec, Sarahmée expresses her heritage through her music. Raised by Quebecois parents, she was born in Senegal and lived there during her adolescence. African culture is part of who she is and of her art.
She believes that diversity has a meaning that can evolve over time with the encounters we make in our life. For her, it’s important to see the colours of people around us.
THIS PATTERN TELLS A STORY
The pattern of Sarahmée is inspired by wax, a traditional African fabric that she is particularly fond of and which is a source of inspiration for her art.
"The patterns and colours chosen represent a traditional African fabric. That palette and vivacity have always inspired my creativity."
- Sarahmée
This T-shirt and scarf support the Canadian Women’s Foundation.
Click to watch
O Canada,
we stand
for diversity.
– Alexandra Diaz
supports La rue des Femmes.
Alexandra Diaz
Host, author, producer, entrepreneur and lecturer, Alexandra wears many hats professionally, but always thinks like a mom first. She cherishes her Chilean origins and embraces Quebec’s culture in everything she does.
Like her love for cooking, diversity represents for her a richness that nourishes the heart and human relationships.
THIS PATTERN TELLS A STORY
Inspired by the culture of Mapuche people and Canada’s Nordic side, her pattern combines the two cultures that shaped Alexandra.
"A blend of heritage and modernity, this pattern was designed so that my son and daughter could wear it. I wanted something vibrant—so you feel there’s life, nature."
- Alexandra Diaz
This T-shirt and scarf support the La rue des Femmes.
Click to watch
Wear your support
In addition to the T-shirts and scarves of our ambassadors, a tote bag celebrating togetherness was also created as part of this campaign. It features the phrase “Diversity is the fabric of Canada” in the different mother tongues of our ambassadors, which perfectly illustrates the richness of our culture.
shop the collection
Contest
Your story is important
We want to learn more about you! You all contribute, in your own way, to the beauty of our culture and to the diversity of Canada. Proudly share your origins with us by telling your story or the one of your family and get a chance to win one of 5 gift cards valued at $200!
How to enter?
1. Visit our social media pages
2. Follow us and comment under
our contest post
Our contest ends on June 30, 2021 at 23:59
(Eastern Standard Time)
Good luck!
