Coast brand, whose colourful embroidered dresses and tops are inspired by days spent by the water, has a one-of-a-kind feeling that’s instantly recognizable. But when it comes to attracting new customers and building a sustainable brand, they’re just starting to scratch the surface of what’s possible.

What does pants mean in clothing?

Founded in 1996, British brand Coast is renowned for reworked transitional pieces that exude style. From printed shirts to figure-flattering dresses, the label’s elegant collection includes a range of staples for every event. Upgrade your professional portfolio with a Coast tailored jacket, or invest in a floor-sweeping gown for special occasions.

When East Coast Lifestyle founder Alex MacLean created his company’s logo as a class assignment at Acadia University, he probably didn’t expect it would become the face of a multi-million dollar apparel empire. Yet that’s exactly what happened, with the brand’s hoodies quickly gaining traction amongst Maritimers.

The brand’s primary advantage appears to be leveraging local pride in order to differentiate themselves from the mass-market fast fashion brands that dominate the industry. The company’s nautical symbols evoke a sense of place and community for potential customers, strengthening their need to feel connected and rooted in their place of origin.

The brand is owned by Boohoo Group, which also owns e-tailer Misspap and lingerie firm Pretty Little Thing as well as retailers Burton, Debenhams, Dorothy Perkins, Karen Millen and Warehouse. But tough high-street trading conditions have seen the retailer go into administration, putting hundreds of jobs at risk.