In a compelling interview with CanadianSME, J. Nathan Rainy, the dynamic Owner and Executive Director of 49 Dzine, opened up about his journey as an LGBTQ entrepreneur. Nathan emphasized his brand’s fervent commitment to celebrating and integrating the LGBTQ community within their operations and the wider industry. The inspiration to launch 49 Dzine, he noted, was fueled by a passion for inclusivity and representation. Tackling unique challenges head-on, Nathan navigated his entrepreneurial voyage while staying grounded in his mission and values. As for the future, he expressed enthusiasm about new initiatives geared toward bolstering LGBTQ representation and shared his aspirations for the brand. Lastly, Nathan imparted valuable advice for those wishing to start a business centered on LGBTQ inclusivity, stressing the importance of authenticity and resilience.
J Nathan Rainy Chief, a descendant of Rainy Chief, the senior-most chief signatory for Treaty 7 for the Blood Tribe, part of the Blackfoot Confederacy, is the dynamic leader at the helm of 49 Dzine, an Indigenous apparel and home goods brand. Having attended a Residential Day School, his journey is deeply rooted in the experiences of his community. His legacy also includes his forebears, Rosie Davis, a prolific seamstress and beadworker and Blackfoot informant for museums across Canada, and Charlie Davis, a respected chief and cultural warrior for Blackfoot people in the early 1900s. J. Nathan, alongside husband Michael Rainy Chief, has transformed a passion project started in a garage into an international brand with two physical locations and a robust online presence with more locations planned for the future. As a proud member of the 2SLGBTQIA+ community, his leadership reflects a steadfast commitment to Indigenous representation, inclusivity, and the uplifting of his community through business operations guided by strong Indigenous values.
Pride Month is a time to celebrate diversity and inclusivity. How does your brand embrace and celebrate the LGBTQ community within your brand and the industry it operates in?
My husband and I love being Two Spirit business owners. 49 Dzine proudly embraces and celebrates the 2SLGBTQ+ community through its inclusive ethos and product offerings. We design and sell diverse apparel items, including our popular Indigenous-style pride shirts, alongside other 2SLGBTQ+-themed merchandise. We’re proud to represent the 2SLGBTQ+ community in Canada. To us, Pride is about celebrating all identities and fostering a sense of belonging. Beyond our products, our commitment to inclusivity is reflected in our workforce, which includes several Two-Spirit and 2SLGBTQ+ employees. Our active involvement in the Two-Spirit community in Calgary and Edmonton also demonstrates our commitment to the 2SLGBTQ+ community. We continually strive to contribute to an industry where everyone, regardless of their identity, feels seen, respected, and celebrated. Our commitment to diversity and inclusivity isn’t just part of our business model—it’s at the very heart of who we are as a company.
Can you tell us more about your journey? What inspired you to create your business?
49 Dzine’s journey began with a vision: to make Indigenous representation in everyday apparel and home goods affordable. It started in my husband’s garage 8 years ago with a coat he made that went viral. This was driven by the belief that integrating cultural elements into our daily lives affirms and supports traditional Indigenous beliefs, promoting inclusivity. This mission holds particular significance for Two-Spirit Indigenous people, who often face disproportionate impacts of poverty. Our business seeks to not only provide a platform for Indigenous culture but also to challenge the economic disparities within our community by offering affordable, culturally relevant products. This journey, while challenging, has been profoundly rewarding as we work to uplift and celebrate our Two-Spirit community.
As an LGBTQ entrepreneur, have you faced any unique challenges or opportunities in the business industry? How do you navigate those experiences while staying true to your mission and values?
As an autistic Two-Spirit Indigenous business owner, I’ve encountered challenges rooted in misunderstanding and hostility towards our identity, which can obstruct the path to success. However, these trials have only fortified our commitment to serving underrepresented populations while simultaneously reaching broader audiences. Our navigation compass comprises four company values: Tradition, Balance and Reciprocity, Spirit of Collaboration, and Social Responsibility. By consistently channeling these values in all we do, we transform adversity into opportunities for growth and resilience, ensuring our mission of cultural affirmation and inclusivity is always at the forefront. We also encourage our team to stand by these values and utilize them as guides when they are faced with difficult terrain.
Also, we have found a dynamic platform in TikTok, where our team loves to showcase their creativity and the cultural significance behind our products. From making ribbon skirts to providing a behind-the-scenes look at our operations, our TikTok content offers a glimpse into the rich Indigenous culture we represent and live every day and our commitment to inclusivity.
Looking ahead, what are your future goals and aspirations for your brand? Are there any new initiatives or developments that you are particularly excited about, especially regarding LGBTQ representation and impact?
Looking forward, 49 Dzine has set ambitious goals to continue driving positive impact. After launching a scholarship for Residential School survivors and their descendants this year through our Orange Campaign initiative, we’re eagerly preparing for next year’s initiative: a product-based fundraiser campaign aimed at empowering a Two-Spirit entrepreneur. Acknowledging the financial and other barriers often faced by Two-Spirit individuals, this initiative will provide a grant to help them elevate their business to new heights. We believe this step will not only foster entrepreneurial spirit within the Two-Spirit community but also drive further representation and inclusivity in the business landscape. We truly believe that by providing scholarships, grants, and funding to individuals facing barriers to entry, we are standing by our commitment to social responsibility, which is one of our four guiding principles.
Can you share any insights or advice for individuals who may be interested in starting their own business, particularly those who want to highlight LGBTQ representation and inclusivity?
For aspiring entrepreneurs, particularly those wishing to elevate 2SLGBTQ+ representation and inclusivity, my advice centers on the unwavering commitment to well-articulated business values. Crafting a successful venture extends beyond profit-making—it involves consciously aligning your brand with a broader social vision. Sometimes, this may mean sacrificing immediate gains for the long-term fulfillment of your mission. Remember, a business that stands for something meaningful can resonate deeply with its audience, contributing to a more inclusive and diverse business landscape. So, stay true to your values, they are your guiding star on your entrepreneurial journey and you cannot become lost by centering those strong values in everything you do.
