Atelier New Regime is looking to the past to change the future. Releasing its “Championship Collection” at the end of January of this year, the Montreal-based label celebrates its history as an independent brand by embracing the challenges it has faced along the way and the growth those challenges have inspired, weaving all these stories into its latest collection.
To explore these ideas, the label has renewed some of its old silhouettes; for example, the label’s bomber jacket, which was first released in 2016, has been fully rethought, becoming a piece emblematic of the brand’s mindset of success and rolling with the punches. For the full story about this new collection, Schön! spoke with the creative mind behind the label to hear more.
You first introduced your bomber jacket in February 2016. How did you go about rethinking it for this new collection?
It was a special year, to say the least, and I wanted to pay homage to an era. The collection is filled with a deep sense of nostalgia. The exercise was to revisit our past in order to create our new future.
This collection is clearly very sports-inspired. What did you look to specifically for further inspiration for this collection?
The past, the future and one of my childhood heroes: Allen Iverson.
One of the standouts from this collection is the 14kt Yellow Gold “Championship Ring”. What do this piece and others in the collection mean to you personally?
From its function to the passion that went into its design and development, as well as meticulousness in its execution, the sentimental value attached to the variant edition “Hometown Heroes” Jacket makes it the highlight in my book. It’s the product experience, combined with a constant need to outdo ourselves.
The ring symbolises treating every quarter like the 4th — developing the tough skin that’s common to champions.
How would you describe the ethos of Atelier New Regime? As in, what motivates the brand today?
Everything, from the smallest accomplishment to the biggest failures. The ability to come up with an idea and believe in it enough to bring it to life and share it with others.
2020 was obviously a challenging year for all of us. How did the past year change your approach to the brand, if at all?
It’s amazing how creative you can get when your future depends on it. The past couple of months have been about finding a new approach to old dreams, reinventing ourselves on a personal and professional level. “The Birth of a New Regime” (also the title of our Fall/Winter ’20 collection) embodied all these changes.
Being faced with all these challenges in such a short period of time and somehow always defeating the odds made me more aware of who we are and who we have the potential to be. I’m having fun again, and that’s a big part of what I’m doing today.
These experiences have moulded me into a new person, and I can only be grateful for it.
What’s been inspiring you lately?
Love, music, books, photography, time alone, my studio, conversations with my team and all the projects we have in the works.
What’s next for Atelier New Regime?