Late last week, the Canadian fashion industry gathered in the EY building to celebrate the 10th anniversary of Toronto-born outerwear label Sentaler. And what a night for celebration it was.
Designer Bojana Sentaler first unveiled the brand’s anniversary campaign, fronted by Danielle Knudson. The campaign (which was shot at Toronto’s Hazelton Hotel) is particularly significant given that Knudson appeared in the brand’s first campaign back in 2009.
The second major announcement of the night came in the form of a new line; specifically, men’s outerwear. Sentaler confirmed to the crowd that the brand will launch its debut line of men’s coats for Fall 2020 exclusively online before launching in retailers from Fall 2021. As for what the menswear offering will look like? “I think one of the things that consumers really love about Sentaler coats is the thought put into perfecting the fit, and this is definitely something that will be transferred to the men’s coats,” Bojana tells us on the phone. “They’ll be more masculine to satisfy what our men are looking for but customers can expect the same high quality, high level of craftsmanship and impeccable attention to detail that is all part of the Sentaler DNA.”
The launch is something that’s been on her mind since launching the brand in 2009, she says. “It’s always been in the pipeline, it’s something I’ve been dreaming about and working on for so many years.” And it was customer demand that helped make it a reality. “We’ve had an enormous amount of requests and demands, with customers asking when they could buy a coat for their husband/brother. I’m excited to see it come to life.”
The Canadian brand has enjoyed huge global success since launch, not least thanks to its impeccably made pieces. Both Meghan Markle and Kate Middleton have been snapped in pieces from the label, and so too has Sophie Grègoire Trudeau. We ask how it feels to be celebrating 10 years in business, to which she replies, “It’s quite incredible. I think the most incredible part is that Sentaler is exactly where I envisioned it to be 10 years ago. When I launched the company, my vision was to have Sentaler one day be a globally recognized fashion outerwear line. It’s been 10 years of hard work, persistence and sleepless nights so it’s really nice to see it all come together.”
We suggest that a his-and-hers moment with Harry and Meghan could be in the future once the new line launches. “That would be nice,” she says. Although even without the royal seal of approval, we’re certain the line will hook men as much as it has the women in their lives.
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