In 2022, I attended a textile conference in New York, where I met a Vancouver-based representative for a highly specialized overseas manufacturer. I originally approached their booth because they not only focus exclusively on undergarments, but are also certified and known for producing exceptionally soft, lightweight, pill-resistant fabrics - the kind my husband has worn for years in his favorite men’s underwear.

At the time, I was exploring lighter, more breathable fabric options in response to customer feedback. Since then, we’ve taken a very deep look at our supply chain, including our long-standing Canadian production. What I learned surprised me.

“Made in Canada” does not always mean materials are grown, spun, and produced locally. In many cases - including ours - fibers are grown overseas, shipped abroad to be spun into fabric, then shipped back to Canada or the U.S. to be sewn and labeled domestically. The label doesn’t always reflect the full journey.

Through this process, I came to understand that responsible production is about more than geography. It’s about expertise, sustainability practices, certifications, and longevity.

When we tested samples with this overseas partner, they truly exceeded our expectations. They specialize in undergarments, use advanced machinery specifically designed for intimate apparel, and have deep technical expertise in this category. The quality, durability, and finish were exceptional.

For some of our more complex styles, producing with this partner actually reduces overall transportation steps, improves fabric performance, and increases the lifespan of the garment - which is one of the most important sustainability factors of all.

Firstly has always been about doing what’s best for women’s bodies - breathable fabrics, thoughtful construction, and products that last. This decision was made with that same intention.

I know change can feel disappointing, especially when it touches on values like local production. I want you to know this was not a cost-cutting decision - it was a quality and responsibility decision. And as the founder, I take that seriously.

Thank you for holding us accountable. It’s because of customers like you that we continue to grow thoughtfully.

- Rebecca Mazzara

Founder & CEO of Firstly