For the past decade, Max Francis and his local clothing brand True Hamiltonian have offered the community quality apparel to help showcase their love for the steel city
True Hamiltonian returns to Supercrawl, this time showcasing the designs from their newly launched “Hamilton is rock, Hamilton is metal” line in their Rock N’ Roll runway show on Sep. 8.
Max Francis, the founder of True Hamiltonian, was born in Florida but he grew up in Hamilton. Before launching True Hamiltonian 10 years ago, Francis worked for an engineering company in Burlington while also working part-time as an actor.
The idea for brand came to Francis because he was tired of hearing people making fun of Hamilton. So, he came up with his own t-shirt design, with words “Hamilton is Home,” to proclaim his love for his hometown. People started asking him where he'd gotten his shirt from, so he decided to turn it into a business, allowing every proud Hamiltonian to share their hometown pride with others.
“Whenever I [went] to auditions in other cities, they would ask me where I'm from. I'd say "I live in Hamilton," and they would always make fun of Hamilton. So, I remember thinking at the time, “screw you, I love this city,”” said Francis.
Francis has a lot of pride, passion and love for the steel city and thoroughly enjoys working on True Hamiltonian. He believes this is what makes his business stand out compared to others.
“People always ask me, "Why do you like Hamilton so much?” And I tell them, “I don't like Hamilton. I'm in love with Hamilton,” said Francis.
For their fashion show at the Supercrawl, most of their models were from the Hamilton community. Some of the models in the lineup this year include a real estate agent, a hockey player, a member of a local band, tattoo artists and local artists. Francis wanted to have people from all walks of life to represent their clothing, so it resonates more with the community.
By having local Hamiltonians modelling their clothes, the show felt more representative of the Hamilton community and the diversity of the people here.
“I've got a lot of people from the community [in the show]. . . I have people that are from every walk of life, I just tried to find people from the community that I [felt] would fit in with what we're trying to do that year. I also find they’re way more excited about doing it than, say, a model would be,” said Francis.
Overall, Francis and True Hamiltonian wanted to show how far the brand has come over the past decade. In this time, the brand has reached many new milestones, including being the first fashion designer to showcase at the Tim Hortons Field before Labour Day.
True Hamiltonian had a booth at Supercrawl as well where they sold their apparel. Their items can also be found at their online store.
Local slow fashion business aims to promote sustainable fashion through their simple, timeless pieces
Menta Clothing Co. is an up-and-coming local Hamilton business that was founded two years ago by Luke Guevara. They participated in their first Supercrawl fashion show on Sept. 8.
Guevara grew up in Hamilton and has attended Supercrawl many times in the past, though this was his first year as a vendor.
“I've been going to Supercrawl pretty much my whole life, on and off. [It]’s really exciting to be able to set up a booth and have my own little business, my own little space,” said Guevara.
I've been going to Supercrawl pretty much my whole life, on and off. [It]’s really exciting to be able to set up a booth and have my own little business, my own little space.
Luke Guevara, founder, Menta Clothing Co.
When he was casting for models for their fashion show, Guevara looked for models with an energy that glowed and had vibes that matched his.
“I was really looking at energy and the vibe that they had, that kind of radiates off them and it kind of glows. It's something I really find important and for the people I surround myself with,” explained Guevara.
Guevara takes pride in being very rooted as a Hamiltonian, especially since Hamilton has many up-and-coming small businesses.
“There [are] a lot of great entrepreneurs in Hamilton. Hamilton's been known for being a hardworking place,” said Guevara.
While Menta Clothing Co. has gone through some ups and downs over the past two years, they have been featured in several events, including Art Crawl, and have received great reception from the community.
“They all love the idea of what Menta is: staying local [and] using premium quality fabric. . .[The] majority of people that buy a shirt come back for a second one because they love it so much and that's because it's different,” said Guevara.
They all love the idea of what Menta is: staying local [and] using premium quality fabric. . .[The] majority of people that buy a shirt come back for a second one because they love it so much and that's because it's different.
Luke Guevara, founder, Menta Clothing Co.
However, despite being connected to the local community, Guevara sources his fabric from Austria. The fabric that he uses, TENCELTM Modal, comes from the Beechwood tree, whose fibers are extracted via an environmentally friendly pulp-to-fiber process. As a result, this material is biodegradable under industrial, soil and marine conditions.
Guevara is passionate about leaving a low carbon footprint and keeping Menta Clothing Co. as ethical, sustainable and green as possible, which is why most of his third-party suppliers are local, either in Hamilton or the GTA.
“I think what makes me unique is I'm very rooted and being Canadian and being a Hamiltonian. Everything I do is pretty tight knit. Meaning that all my third parties I work with, they're all Canadian and they're all local,” explained Guevara.
Guevara hopes that customers will be encouraged to support local businesses or Canadian businesses after they see Menta Clothing Co.’s fashion show and visit their booth. During the rest of the year, their items can be purchased from their website.
