Experience the great
outdoors in a new way
Parmi Lifewear
Parmi Lifewear is a Canadian brand founded in Mont-Tremblant that creates sustainable, minimalist and versatile clothing, designed in Europe to combine style, functionality and ecological awareness.
Combining quality, responsibility and aesthetics to create a real movement around the outdoors: this was the challenge for the launch of Parmi. We helped the brand develop its complete identity, from naming and branding to design and user experience.
Michèle and Véronik Bastien founded Parmi Lifewear in 2022 to create sustainable, versatile clothing.
One label, one mantra: simplicity, versatility and movement.
Their collections offer technical clothing for both outdoor and urban life, from jackets to shirts and accessories.
We talked to outdoor and lifestyle enthusiasts to fuel our vision.
The design is sober, with relaxed cuts, neutral colors, thoughtful techniques and great attention to detail.
A project we carried out in collaboration with Mélissa Desjardins and Joshua Lessard.
Rather than just a range of clothing, we've built a vision: to bring the outdoors to the city and the city to the outdoors. By striking a balance between comfort, style and utility, Parmi offers pieces adapted to contemporary lifestyles, where aesthetics and functionality meet naturally.
This user-centered approach has created a coherent experience, where each garment embodies values of simplicity, quality and durability. Beyond the product, Parmi federates a community that shares a fluid relationship between nature and urbanity, making the brand a key player in the modern outdoor movement.
A fluid logo at the center of contrasts and dualities, linking different yet complementary worlds.
The concept of "lifewear" reflects the timeless, rugged character of the pieces - perfect for the city, the trail or travel.
Client
Véronik Bastien, Michelle Bastien
Design and copywriting
Joshua Lessard
Art direction
Mélissa Desjardins & Thierry Joannette-Langevin
