Illbury & Goose: you’ve probably heard the name, but even if you haven’t, you’ve for sure spotted their design. The iconic anchor with a maple leaf logo can be found on proud Ontarians everywhere. This socially conscious lifestyle brand had a humble start right here in London, Ontario but has grown into an impressive company that is taking the Canadian market by storm. Here is everything you need to know about here-to-stay London-based brand, Illbury & Goose.
All About Them
Illbury & Goose is one of those businesses that has grown through word of mouth because their outstanding products speak for themselves. Once you’ve worn their clothes or tried their products, you can feel the quality and notice the difference. Daniel Phillips is the man, the face, and the voice behind the company. He’s also the designer behind their iconic anchor and maple leaf logo. Daniel has been listed in London Inc’s Top 20 under 40 list in 2018 because of the incredible businesses that he’s created and the impressive products he serves Canadians with.
They sell a wide range of incredible products. They sell high-quality clothing, headwear, and accessories. On top of that, you can get soaps, essential oils, candles, natural and chemical-free bug sprays and cleaners, home products, and even coffee beans and honey!
Illbury & Goose is a company that stands behind their products. They offer Canadian pieces made by Canadians. Their clothing is quality stuff that is made to last. Their other products are sourced locally and are all of the highest quality. They have a promise of sustainability and are socially conscious so people can feel good supporting this local company.
This London-based company started in the way that many great companies do: Daniel was looking for something that he couldn’t find anywhere else. He wanted a unique t-shirt design on quality clothing, but he just couldn’t find what he was looking for. Since he has a background in graphic design he decided to make it himself. He started to sell his designs–at cost–to family and friends. Realizing that his designs were something that was missing from the market, he took his shirts online. Daniel and his then-girlfriend Megan Kraft realized when the shirts sold out quickly that they had something here. They originally called their company dmps.
As the company grew they started to hit the summer festivals as vendors to get their brand and name out there and to let people see and touch the quality. They then started becoming regulars at the Western Fair Farmers’ and Crafts Market. Since they had no formal business training and wanted their company to succeed, they went to Biz Inc (which goes by a different name now) at Western University. They shortly re-branded their company from dmps to Illbury & Goose.
After selling online-only, to selling online and at Western Fair Farmers’ and Crafts Market, they finally opened a brick and mortar store in addition to the market and their online store. Being proud of living in Old East Village, they opened their store (just a couple of blocks from their home) in OEV on Dundas St. East.
Illbury & Goose is a name that recognizes their heritage, where they came from, and the entrepreneurial spirit that lives deep within their bones. Illbury came from Daniel. Daniel Phillips’ grandfather owned Illbury Furs, which is a shop in downtown Woodstock, back in the 1960s. Daniel worked at that store on weekends. The Goose part of Illbury & Goose comes from Meghan’s experiences. Meghan Kraft’s grandmother opened a cute flower and gift shop in Strathroy back in 1987. The shop was called Nielson Flower and Country Goose. Kraft spent many days at the shop. Thus, Illbury & Goose was born. A nod to the entrepreneurial, proudly Canadian heritage that runs in both of their families.
“We represent a movement that supports local, and thinks global.” Illbury & Goose is a company that proudly connects with and promotes other small businesses within the city. You’ll even notice on their site that they’ve worked with other local London businesses, such as Purdy Natural and Fire Roasted Coffee Co., to create quality home and food products. “Our model with that is to grow other small businesses while we grow our own,” says Courtney Grasso, Store Manager. By supporting other local businesses they’re helping to make London’s economy thrive. In fact, approximately 90% of their products are sourced from Southern Ontario. Not only is that great for supporting Ontarionians, but it’s great for their global footprint. By not sourcing things from over the border or overseas, they’re keeping their carbon footprint small.
They also are active in the community. They provide support, donations, auction prizes and more throughout the year to charities and organizations as they see the needs. They give back to the city that supports them and that cycle is absolutely beautiful.
So what can you expect from Illbury & Goose? You can expect exceptional quality and incredible customer service. Their shop has always had a cozy, friendly vibe. You feel like family when you walk in and Cooper, the adorable doggo, greets you with a wagging tail. They have strong local pride and it’s reflected in their designs. Illbury & Goose had neighbourhood-based toques where Londoners could show off their Pond Mills, Old South, Old East Village, Oakridge, Lambeth, etc. community pride in style. Their aesthetics are clean, simple, artisanal, hipster-esque, and VERY Canadian. But they’re not just representing the typical dog-sledding, lumberjack, backwoods Canadian-style. Their products showcase the full range of the Canadian lifestyle. From cityscapes and nightclubs to the vast and diverse landscapes, Illbury & Goose encapsulated all that being Canadian means. Their store manager, Courtney, sums it up beautifully: “Illbury + Goose symbolizes the journey of Canadian’s everywhere, and speaks to values that our customers identify with. Illbury + Goose is a lifestyle that is truly unique and entirely Canadian.”
Illbury & Goose is a one-stop-shop. They have a little bit of everything, including superior quality garments, accessories, apothecary products, and home products. They work with the best people in the community. And by work with, we mean they’re involved in every aspect. They’re having meetings directly and working hand-in-hand so that they can be assured that what they’re selling you is top-notch sustainable goods. “We collaborate with other local companies /artisans who are experts in their field,” says Courtney.
With each new season, Illbury & Goose makes sure to keep their classics stocked, bring back some old favourites, and are always adding new items, so make sure to keep your eyes peeled. Who knows when you might find your new favourite shirt or candle!
Their fabrics are all manufactured in Toronto. For their leather products, the hides are sourced and tanned locally and then are hand-cut and sewn, giving you items that will last you a lifetime. Imagine that.
Fast Fashion is a trend that many clothing shops participate in where the clothes are cheaper and the trend cycles are faster. Of course, if the cost for you is cheaper, it also means that the quality of the item is poorer. It’s made to be bought, worn, and then thrown away quickly so that you have to buy more sooner. The impact of fast fashion on our planet is abhorrent. Toxic textile dyes pollute clean water, cheap fabrics like polyester are made from fossil fuels and add to the amount of plastic in our water when you wash it, and the amount of water and pesticides used to keep up with the demand of fast fashion with natural fabrics is not sustainable.
Illbury & Goose is the opposite of fast fashion. They create high-quality clothing that is classic, timeless, and made to last. Their clothes are all made with sustainability in mind. These are not pieces that will go out of style in half a year. These styles are ones that have been and will continue to be timeless.
Another interesting part of Illbury & Goose clothing is that most of their clothing is unisex. Their clothing is designed to look good on every body that it’s on, both men and women.
Whether you’re looking for soap, scrubs, lip chap, beard oil, bug spray, or anything in between, Illbury & Goose has got you covered. They only sell handmade, chemical-free products that are all made in small batches. They also make sure that the other local businesses that they’re working with are using sustainable ingredients and practices. You can rest assured that the apothecary items you’re buying are all-natural and good for both you and our planet.
As a truly and uniquely Canadian lifestyle brand, Illbury & Goose has you covered from your living room and kitchen to your bedroom and bathroom. You can find handmade, locally sourced products that are made with the best (and sustainable) ingredients. From candles and mugs to room spray and honey, you’ll find all kinds of great artisanal products for your uniquely Canadian home. Their candles have incredible scents like “Arctic Char” and their cleaning products are chemical-free and good for you and the planet. As their Store Manager puts it, “we like to carry other Canadian brands that complement our style & lifestyle!”
What are their best sellers? What products of theirs can people just NOT get enough of? The truth is that you’ve probably witnessed many a Londoner sporting most of these awesome products at one point or another. If you haven’t, you might need to schedule an appointment with your optometrist because it’s time to get your eyes checked. Here are their best selling items:
Cottage & Gym Socks – These cozy socks are perfect for cold Canadian nights. They feature the anchor and maple leaf design and are dryer safe!
Classic Black Anchor T-Shirt – This shirt is made from start to finish in Toronto. It’s high-quality and is made to last.
Classic Blank Anchor Tank – Custom made in Toronto, this look is timeless and unisex.
Classic Anchor Snapback – Who doesn’t need a good-quality black hat? The striking white anchor and maple leaf logo on the front shows off your Canadian pride.
Truly Unique, Entirely Canadian Black T-Shirt – This high-quality black t-shirt features a small anchor and maple leaf logo above your heart and on the back is one of Illbury & Goose slogans: Truly Unique, Entirely Canadian. This slogan sums up your Canadian pride, as well as Illbury & Goose as a company itself.
Victorian & Highland 100% Cotton Flannel – Who is surprised that two of their flannel shirts are best sellers? No one. Not one single Canadian soul is surprised. The Highland is black and white and the Victorian is red and black. They both feature an expert design with elbow patches and front pockets. These shirts are 100% cotton, are perfect for every Canadian season, and are unisex.
Heavy-Duty Black Classic Kangaroo Hoodie – This hoodie is sure to become a go-to for anyone who buys it. It’s soft, heavy-weighted, and high-quality. It’s for a mini anchor and maple leaf logo above the heart and a small “I + G” embroidered on the sleeve. The exposed stitching on the sides pretty much makes this formal wear, right? Or at least that is what we can tell ourselves when we wear this on a night out. Another unisex design, this hoodie is timeless.
Classic Brass Anchor Keychain – If you’ve ever wondered why you don’t feel fancy when you’re carrying your keys, the answer is that you don’t have this keychain. It’s solid brass and is made in the anchor and maple leaf design that we love.
Classic Enamel Cup – This classic enamel cup shape will make you feel like you’re camping even when you’re not. It’s starking black with a vibrant white anchor and maple leaf design. And it’s said to make your Tims double double taste better…or maybe that was just my imagination.
Cotton Provincial Knit Black – You’re not Canadian until you have a toque. These toques are all black with a small anchor and maple leaf patch in one spot. You can wear it with the floppy back or folded up. It’s lightweight and has a comfortable fit.
Illbury & Goose was proudly founded in London. They are a small, local company that loves to support other small, local companies. In their blog, they highlight things like where the best new patios in London are and the 10 best things to do in London in the winter. Or they talk about the crazy cool collaborations that they do with other local London companies like when they partnered with Powerhouse Brewing Co to make an Illbury & Goose/Powerhouse Cranberry Honey Blonde. Mmmm. Check out their blog here. You’ll find deep-rooted London pride and see a company that supports other local companies, which is a truly Canadian thing to do.
Illbury & Goose didn’t want to just represent the Canadian Lifestyle with their products and their brand. They wanted to contribute to the Canadian lifestyle. By being committed to creating sustainable products and being a socially conscious business, by supporting other small, local businesses and doing multiple partnerships with other incredible Toronto and London brands, and by creating high-quality items that are meant to last, it’s so easy to see that Illbury & Goose is contributing to the truly and unique lifestyle that is being Canadian.
You can shop Illbury and Goose on shop.locorum.ca! Check out their page here: https://shop.locorum.ca/pages/brand/illburyandgoose