AY LELUM

THE GOOD HOUSE OF DESIGN

AY LELUM

2021 Excellence in Culture

AWARD

Ay Lelum–The Good House of Design has received the Excellence in Culture Award for their contributions to local, national and international fashion. Run by sisters Aunalee Boyd-Good and Sophia Seward Good, in collaboration with their family; mother Sandra Moorhouse Good, father William Good, and brother Joel Good, this Coast Salish design house is recognized as one of Canada’s leading Indigenous fashion companies.

Committed to sustainability and ethical practices, while following cultural protocols, their ready-to-wear line is produced in Vancouver, and their couture garments are made by hand on Snuneymuxw territory. Since 2018, they have presented collections at Vancouver Fashion Week, across North America, and have had their couture pieces featured in Vogue Italia, as well as numerous other publications. Ay Lelum also records their own music in Hul’q’umi’num and English as a part of their artistic and storytelling process.

Good family with Mayor Leonard Krog and Snuneymuxw First Nation Chief Mike Wyse

ABOUT US

Aunalee & Sofia Good | Ay-Lelum | Custom Coast Salish Clothing | Nanaimo, BC

TRADITIONAL

COAST SALISH DESIGN

We are a second generation Coast Salish Design House from Nanaimo, B.C., Canada. We are Sisters who  design and produce clothing and fabric patterns featuring Traditional Coast Salish Art by our Father William Good and Brother W. Joel Good of the Snuneymuxw First Nation Hereditary Chief Family. Our garment design is mentored by our Mother, Sandra Moorhouse-Good, who had the very first Coast Salish clothing line with our Father called Ay Ay Mut in the 1990’s.

Aunalee & Sofia Good | Ay-Lelum | Custom Coast Salish Clothing | Nanaimo, BC

   At Ay Lelum, we create wearable art garments that embrace diversity, and we are committed to sharing Traditional Coast Salish art and culture for all people to wear and enjoy.  Our culturally appropriate clothing is designed with family artwork that is non-ceremonial and is all-inclusive for everyone! We also offer a range of sizes, with our ready-wear being manufactured from XS-3XL.

 

We are passionate about being active in the documentation of our family artwork, music and historical information for the future generations and abide by strict cultural guidelines, protocols and Hul'q'umi'num' Law, as outlined by our Father, William Good, who is a Cultural Historian and Master Coast Salish artist in our region. We also record our own original music for our showcases as part of our interdisciplinary artistic process that combines the garment design process with the musical process to create a whole collection and presentation, featuring Hul’q’umi’num’ language, creating a modern form of story-telling and cultural preservation that is fused with garment design. Being the next generation of Coast Salish designers working under the guidance of our Elders, we understand the importance of learning in the traditional ways, and we are inspired by combining Coast Salish art, culture, language, textiles and music, thus creating wearable art that embodies West-Coast elegance and Indigenous culture. Our design house draws on the foundation laid by our parents, Sandra Moorhouse-Good and William Good, who had a successful Coast Salish clothing line in the 1990's labelled Ay Ay Mut​, which means "beautiful" in Hul'q'umi'num. Inspired by their 35 years of artistic collaboration, Ay Lelum came to be.  

 

We are also committed to reducing our environmental footprint by not only creating our Coast Salish Couture pieces in our family studio and home in Nanaimo, but in also working with the finest local BC manufacturers for our ready-wear collections that are produced in Canada. We have even chosen to have our current T-shirts to be sewn in Canada! We use eco-friendly and natural fibers whenever possible, such as TENCEL™ , hemp, bamboo, organic cotton, and recycled polyesters as our part in utilizing the highest quality sustainable, natural and recycled fabrics available in our industry as canvas for our artistic design.

 

We are an Artist Family creating wearable works of art for you and your whole family! Our locally manufactured ready-wear items are available as Limited Editions, as well as we create exclusive Coast Salish Couture by custom order. We supply garments to various fine Galleries and Stores, including BC Ferries. Check out our Retailers list for a store near you or visit our online store. For wholesale inquiries, please contact us by email.

Aunalee & Sofia Good | Ay-Lelum | Custom Coast Salish Clothing | Nanaimo, BC

FALL / WINTER

2020

Ay Lelum went into full production mode as Sisters, Aunalee and Sophia independently launched their dynamic new collection, presenting it online in photo and video format for the F/W 2020 Season. The featured brand captured the essence of Coast Salish art, language, and music through their showcase of wearable art garments, featuring Traditional Coast Salish artwork by their Father, William Good and Brother Joel Good of the Snuneymuxw First Nation. The video launch features their exciting new music in conjunction with the collection--available on major streaming platforms.

 

They designed this collection in late 2019 to celebrate all women, eagerly anticipating their now cancelled May 31st showcase on closing night of Indigenous Fashion Week Toronto themed Women as Watercarriers. They focus on Coast Salish culture by featuring Spindle Whorls as a representation of the women behind the Spindle Whorl, as universal mothers, life-givers, watercarriers, and weavers of life. As customary to their family and in being their main clan crest, the Supernatural Eagle is represented throughout the collection and featured on Spindle Whorls. Typically, the designers would debut their collections at runway events such as Vancouver Fashion Week, but with the fashion world coming to a complete halt and the cancellation of live events, the designers have taken matters into their own hands by creating a video and launched it September 12th, 2020 online on their various social media platforms, as well as with a Fashion Photo Collection. The full ready wear collection is now available for purchase.

Yuxwule’ Sul'sul'tun~ Eagle Spindle Whorl Collection

FW 2020

According to the teachings of our Father William Good, when the world was in darkness, the Creator answered the peoples’ prayers and sent the Supernatural Eagle to bring the sunlight to the people. This dynamic Fall Winter 2020 collection chronicles this journey as the Supernatural Eagle travels the galaxy and brings the sunlight to the world, ultimately bringing us hope. The Supernatural Eagle also carries Killer whale and Serpent designs by our Father William Good and Brother Joel Good in the collection, both being Supernatural water figures that bring us power and strength. These family stories are carved on Spindle Whorls, tools traditionally used by women to spin and weave sacred Coast Salish wool that is woven into textiles, and these designs are featured in the garments with a blend of modern techniques and traditional art. As we spin through the whorls of time, we are weaving stories of creation, history, and information. This collection celebrates women spinning and weaving in time and the symbols bring hope in a time of darkness in a collection designed as wearable, shareable art for all people to enjoy.

 

We are a second generation Coast Salish Design House from Nanaimo, B.C., Canada. We are Sisters who  design and produce clothing and fabric patterns featuring Traditional Coast Salish Art by our Father William Good and Brother W. Joel Good of the Snuneymuxw First Nation Hereditary Chief Family. Our garment design is mentored by our Mother, Sandra Moorhouse-Good, who had the very first Coast Salish clothing line with our Father called Ay Ay Mut in the 1990’s.

OUR LOGO

Our Logo depicts our family legend of the first man and the first woman of the Nanaimo River. With The Good House of Design being located on this river, this logo also signifies the transformation of art and knowledge between generations. The logo depicts the beginning of our family art production with our elders and parents, as well as the various combinations of siblings working together. It also signifies the union of mixed colors, with opposing spots giving balance to this union. We are artists, we are a family, we are
Ay Lelum, The Good House of Design.

 

"AY LELUM" translates to "GOOD HOUSE" in Hul'q'umi'num and is pronounced similar to: "aigh(t) lay-lum"

Ay-Lelum Logo | Custom Coast Salish Clothing | Nanaimo, BC

AWARD WINNING 

BUSINESS

In 2018 we were awarded the distinction of the 2018 Indigenous Business of the Year Award (1-2 Person Enterprise) through the BC Achievement Foundation.  

 

We had the honor of being invited to the Indigenous Business Awards Gala as Alumni to present the 2019 Young Entrepreneur of the Year Awards and had our music featured at the event.

We also placed TOP 5 for the Small Business BC Awards 2020 in the Best Marketer category and had our music featured in the event video that opened the Gala.

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