For many people, lingerie brings to mind big-box stores and mass-produced lace. Alesia Alward is creating something different—something slower, more personal, and made by hand in Canada. Sewn creates lingerie designed to honour real bodies and real lives—pieces that feel personal, considered, and quietly powerful.

In this Founder Story, we sit down with Sewn’s founder, Alesia, to talk about what it means to build slowly, create ethically, and design lingerie that prioritizes comfort, confidence, and connection over convention.

Disclosure: This article contains affiliate links.

Sewn, The Brand

For anyone new to Sewn, how would you describe it in one or two sentences?

Sewn is a handmade lingerie brand that focuses on femininity by featuring floral, soft and sheer laces.

What problem were you trying to solve or what gap did you see?

As Sewn evolved from an interest to a business I realized that women wanted lingerie that was approachable but still made them feel great. So I began my mission to provide pieces that made women feel like themselves but better. One of our lines is “let your sheer self shine through” and that’s exactly how I want women to feel when they wear Sewn!

When did you decide you would turn Sewn into what it is today?

Honestly, I’m not sure it was ever a conscious decision. It was just me doing everything at Sewn for the longest time. Now I have a very small team, just myself and one stitcher so in a way I feel that I’ve always just met the demand of the moment. It hasn’t been until very recently that I’ve started to put some conscious thought into long term goals and what I want Sewn to look like in the future. As a handmade in Canada brand I will always be slightly limited on what I can provide, however that’s not something that I’m willing to compromise on – it’s a core of my business and a core belief for me.

Brand Origins

What was happening in your life when Sewn came into being?
Was there a moment where you realized this brand needed to exist?

I was in my early 20s when I made my first bralette – they were coming back into style and I wasn’t finding any that I liked in the market. At the same time I was looking for a creative outlet and I figured I could make my own bralette. I didn’t realize it could be a real business until friends wanted me to make bralettes for them too. I started posting on social media and the brand was born in a very organic way. I knew I liked my pieces but once others began to show interest in them that gave me the validation and encouragement I needed to make Sewn official.

Who were you before launching the brand? What were you doing?

Most people don’t believe this but…I was working on a gold mine before I started Sewn. I was the Project Administrator and it was my first job out of school – a great job! But once my contract ended I knew I needed to follow my genuine interests instead of doing what I thought I was supposed to do, so I started sewing!

What was the earliest version of the brand/product like?

The vibe of the pieces was similar to it is now though there’s no doubt that the quality and fit have improved massively since those first few styles. I’m a self taught stitcher and it was a learning process at the beginning!

Building the brand

What does your creative/making process look like now?

The starting point is always finding a fabric that draws me in, something that I think encompasses Sewn’s ethos and that will complement the current styles. I’m looking for a colour that will complement the current collection and a fabric that will stand out but also be quality and comfortable. When it comes to creating new styles I’m currently on a mission to create something for women like me, who have grown with Sewn. I’m not in my 20s anymore, I’m a mom, I will always love the lingerie but I’m also looking for something that fits my needs in other times, like some gorgeous, sexy – and practical! – like pajamas…

Pajamas, okay. Let’s come back to the a little later.
What has been the most unexpected challenge so far?

Can I say myself? I feel like the stage of life I’m in has made it difficult to give my all to Sewn and it’s a constant battle to stay focused. Add into that imposter syndrome and self limiting beliefs and I think it’s easy to say that I’m my most unexpected challenge!

That’s fair. I think a lot of women can relate to those feelings—especially those who are balancing careers and motherhood, building businesses, or taking care of others. How do you overcome these thoughts?

I think it’s something most creatives can relate to—and even if you’re not in a creative business it can be difficult to feel valuable when so much of our work is done virtually. We aren’t always getting the feedback that keeps us going. It helps for me to go inward and see if I’m proud of the things I’m creating. Do I like it? Would I want to wear it? It can be tricky in a world where we are exposed to so many others doing so many great things, I try to remind myself to be inspired by them instead of intimidated. I’ve always subscribed to the ideology that everyone has something different to offer and no two paths will look the same – comparison is the thief of all joy!

Can you tell us about your most rewarding moment building the brand?

Anytime I hear how much customers love their pieces – whether that be through a DM, email, review, or a second purchase. It never gets old and when I don’t get to meet my customers face to face hearing that their piece made them feel special is the most rewarding!

Mission, Values & Canada Connection

Why was it important to build this as a Canadian brand?

Because that’s exactly the type of brand that I, as a buyer, want to support! It feels great to know that you’re supporting a business who is doing things the right way and helping to build a strong and diversified Canada. I really didn’t imagine doing it any other way – we need more Canadian makers! 

How do your values show up in the way Sewn pieces are designed and made—materials, fit, process, or pace?

I’ve had many opportunities through the past 13 years to turn to manufacturing. I get approached by foreign manufacturers regularly who want to make pieces for Sewn. It’s just not something I’m interested in! The way that Sewn was created was so organic and I want to keep going down that path – I can’t actually imagine doing it any other way. Creating domestically in small batches has its challenges, for sure, but I love every part of the process. Who knows what the future will bring with rising costs but I hope I can continue to do this as long as possible!

What does being a Canadian maker/founder mean to you?

It means that I’m part of a growing community of people who want to create and support conscious brands. It means that I create things ethically and sustainably, in small batches and with care, right here in Canada.

Behind the Scenes

What does a typical day look like for you — if there is such a thing?

My work day is far from typical as I’m also a full time mom. Typically I’m up around 6am and find time to do my morning wellness routines (currently obsessed with my vibration plate and red light). Then comes the morning chaos around getting my son fed, dressed and off to school and once I’m back the timer starts for me to get some work done in my home studio. I wear almost all the hats at Sewn so I’m usually answering emails, creating content, cutting fabric, or working on new designs. Once I pick Beck up from school I’m dropping orders off and then family time. At some point in the evening, usually after dinner, I slip into my office again to pack orders for the next drop off!

Can you walk us through how a piece comes to life—from idea to finished garment?

Once I find a fabric I love, the design process begins. This stage is very exploratory, I’m generating ideas, experimenting, and working through the trial and error of turning something conceptual into something physical. From there, I source the laces, elastics, and ribbons that best complement the fabric and design.

After I’ve created a physical sample I’m happy with, I move into pattern development. It’s a bit of a backwards process compared to the traditional approach, but I prefer starting with the materials and letting them guide the design. At this stage, there’s often some reworking of both the pattern and the design to keep things cost-effective – which is the less glamorous, but a very real, side of running a domestically made brand.

What’s one thing people would be surprised to learn about you or the brand?

When I get the chance to talk about my business to others they are always surprised to learn that every piece is made by either myself or my stitcher – it is truly handmade.

What’s something you’re currently learning or trying to get better at?

Personally and professionally I’m trying to become more organized! Not so much in my physical space – though I do love that – but mentally through planning and time management.

Community

Who is your customer? What do you love most about them?

My customer is a woman who wants to celebrate herself with lingerie that enhances, not distracts from, her natural beauty. What I love most about her is her self-awareness. She understands that feeling good in her own skin isn’t superficial, it’s powerful. When she feels good about herself, it shifts how she shows up in the world and how others respond to her.

When someone wears Sewn, how do you hope they feel—physically and emotionally?

I want them to feel comfortable and supported physically, with nothing digging in and nothing that needs adjusting. Emotionally, I hope she feels confident, calm, and fully herself. When she puts it on, I want her to feel beautiful and at ease in her own skin.

What’s the best piece of customer feedback you’ve ever received?

I received a review one time that has always stayed with me in the best way as it perfectly articulates what I want women to see and feel in Sewn:

“These items are made from a woman’s perspective, and not the perspective of what a woman ‘should’ wear. They make YOU feel good wearing them.”

How has community shaped your brand?

As an online business, community has been so important to me and Sewn as a brand. Most of it has grown organically online, where I’ve connected with an incredible network of female small business owners. Their support, creativity, and openness have shaped how I show up as a founder and how I run Sewn. Seeing women who are building thoughtfully is so inspiring and it continually pushes me to raise my own standards.

Looking Ahead

What’s next for Sewn? Anything exciting on the horizon?

YES! Pajamas are coming soon and I could not be more excited to bring a new product to Sewn’s line up. They are comfortable, practical, and sexy all in one chic set! 

Can you tell us more about this new product line? When can we expect your pajamas to launch?

Pajamas have been in the back of my mind for a long time and when I finally decided to make them I knew they’d have to check a lot of boxes. I don’t want to sacrifice comfort, style or sexiness and I still want them to be wearable. In a way I’m designing for myself – a kind of pajamas that I’d buy if they were available! Something that I can wear on a weekend away with others and not feel exposed but still feel chic. I can also see women wearing the top or pants on a night out! I’m finally in the production phase now, it’s been a longer process than I intended but I prioritized the design and quality over a deadline, so they will be available this spring! 

What’s a long-term dream for the brand?

A long-term dream for the brand is to bring Sewn into the lives of more women. That means introducing more women to our lingerie, but also expanding into complementary categories like pajamas (and eventually select home pieces) so Sewn becomes part of a woman’s everyday rituals of comfort, beauty, and self-connection.

Founder Faves

Favourite product from your own line — and why?

That’s like picking your favourite child, an impossible task! I will say that Nude and Stella will always have special places in my heart and my newest fave is the La Femme set with boxers. 

A Canadian brand (or brands) you’re loving right now?

I’m currently lusting after a Tannis Marshall (@tannismarshallart on Instagram) piece of artwork and I am so interested and inspired by Lili Tayefi’s (@lyt.studio on Instagram) creative ventures. For more mainstream brands I am always obsessed with Mejuri.

A small pleasure you treat yourself to?

Personally I am about 2 years into a major health and wellness journey so I no longer look to alcohol or food for pleasure. These days, treating myself comes in the form of self care, like taking time to do my gua sha routine, using red light therapy or stepping on my vibration plate! 

Shop Sewn

→ Official website

→ View Sewn on The Canadian Edit

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