Current Brand Crush: Free Label

Current Brand Crush: Free Label

I first heard of Free Label through Morgan Hamel’s @thegarmentlife, when one of their pieces was included in a virtual “pop-up” – which is essentially a week that highlights a few amazing ethical brands. The pop-ups offer limited discount codes, showcases the pieces on real people of all shapes and sizes, and dives deep into each of the brands so you get to find out who they are. It’s a really fun experience to follow along with, even if you don’t end up buying anything!

So that’s where I first heard of Free Label. It was started by Jess and her partner, Julian, when Jess was working in a yoga boutique in Toronto.

“I always struggled to find great versatile pieces that worked for my body type, and that you could wear to yoga or the gym, but also were just great everyday styles.”

Jess decided to try making her own shirt, and things took off from there! It instantly sold right off the shelves of that boutique. That shirt is being discontinued this season, but don’t worry! There are plenty more incredible styles she’s evolving and sharing this spring. For anyone who wants to shop ethically in all areas, but has found it hard to find activewear: this is the answer. The best part about her clothes is that they can double for a day out—so you’re investing in outfits that do double-duty.

Here’s what you need to know about Free Label

  • They’re dedicated to making high-quality basics flexible enough for your workouts, and good-looking enough for popping around town
  • All garments are manufactured in Canada, with Canadian-milled fabrics
  • Their garment factories are only 10 minutes away from Jess’s home
  • All fabrics are natural and organic: lyocell, linen, cotton, bamboo, tencel
  • Their packaging is made from recycled materials!

As a Canadian, it’s amazing to find a brand that’s so committed to local production. It’s so expensive to do everything here—even shipping costs an astronomical amount! For all of you living in the USA, you’re lucky ducks!

What I love about Jess is how real she is. She’s so down-to-earth—if you pop on to her instagram stories, you’ll see honest questions, conversations and behind-the-scenes work. She even designs Free Label clothes based on her own body shape, which means each style is in closer representation to more women. It’s easier to scale the size, and the silhouettes work not just on size 0 models, but everyone.

Here are the pieces I tested out:

Andie Bra

I’d been wanting to try this reversible bra out forever! It’s such a beautiful design. I love the black version because you can wear it as a crop top or with high waisted pants/skirts. It’s a compressive bra made from Bamboo, with a high neck that means it’s awesome for workouts to keep those girls steady. But it’s also got an elegant v-neck on the other side that’s perfect for a night out.

Shop the Andi Bra here.

I’m a 33.5” bust, and wear 30dd as my regular bra size. I chose a size small!

Sunday Pant

If you’ve ever felt too constricted by leggings when working out, this kind of pant is 100% the way to go. Ruched at the ankles but relaxed through the bum and legs, they’re super breathable and soft. Made of the same fabric as the Andi Bra, it’s a cute little workout set. Plus they have pockets, guys. Pockets. I did a mini workout and stretch session wearing them, and the high waist was lovely for not riding down while doing all sorts of things like sit-ups and leg-lifts.

Shop the Sunday Pant here.

I’m a 25” waist and 35” hips. I’m wearing a size xs!

Reese Wrap Pant

This is the garment that won me over. I fell in love with them from the second they had launched, and putting them on in real life did not disappoint. Tencel is a natural fibre made with wood pulp. The tie can be done up in the back or front, which means extra versatility—not to mention, customizable waist height. I love that these are dressy enough for the office, but feel super light for a hot summer day. Can’t wait to wear them as the weather gets warmer!

Shop the Reese Wrap Pant here.

I’m 5’4” and am wearing an xs in the Reese Wrap Pant!

There are some exciting things coming up from Free Label in the next little while. Mainly, a limited-run swimwear line made from deadstock fabric! (This means all materials used are purchased from companies that have leftovers and would normally discard the extra). With summer coming up, I can’t help but eagerly await styling the Reese Wrap Pants, and keeping my eye open for that swimwear collection.

It’s been so fun getting to know Jess and her genuine nature through this process! When I asked what’s in store for the future, she said:

I am just taking each day as it comes. Owning my own business still feels very new to me and I am still learning so much about how to run it in the most ethical and sustainable way possible. My dream is to contribute something positive and beautiful to the world. And I’m always evolving how I can do that.

Want to shop Free Label? Visit their site here.


Free Label + PetraAlexandra is a paid partnership, but all opinions are my own 🙂 I ended up purchasing the Reese Wrap Pants because I loved them so much!

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