In this exclusive conversation with CanadianSME Small Business Magazine, Donna Smith, the visionary founder and creative force behind Miik, opens up about the journey of building a sustainable fashion brand that combines style, comfort, and environmental responsibility. Since launching in 2010, Miik has made its mark by creating high-quality, locally produced clothing with a focus on eco-friendly fabrics like bamboo and modal. Donna reflects on how her commitment to ethical production and inclusivity has shaped the brand’s success, including the launch of live shopping shows that connect directly with customers. She discusses the importance of building a purpose-driven business, staying true to core values, and how Miik continues to challenge the norms of the fast fashion industry by offering durable, timeless clothing that customers can trust.
Donna Smith is the Founder, Owner, and Creative Director of Miik—a Canadian clothing brand established in 2010 with a mission to create wardrobe staples that are as soft, stretchy, and durable as they are stylish—and, of course, sustainable!
Donna lives in Toronto with her husband, Michael, and their two adorable pups, Charlie and Ruby. When she’s not dreaming up new designs or creative campaigns for Miik, you’ll likely find her out dancing with friends, binge-ing her latest TV obsession, or travelling to tropical destinations with just Miik in her carry-on.
Miik has built its brand around sustainable, locally made, and ethically produced women’s clothing. What inspired you to prioritize these values from day one, and how have they shaped your business journey so far?
In 2010, while I was still running my graphic design firm, my husband came home with this bamboo skirt. It was not my style but it was unbelievably soft. I had never felt anything like it before. It inspired me to learn more about fast fashion and its impact on our planet. I couldn’t help but think that if I wore a skirt I didn’t even like all summer because it felt so good against my skin, what if I could design beautiful pieces I actually loved from this same soft, sustainable fabric?
Sustainability, ethical production, and local manufacturing were never afterthoughts, but the foundation. We mill our own eco-friendly fabrics, and every piece is cut, sewn, and packaged locally in the Toronto area. It’s not the easiest or cheapest path, but it’s the one I believe in.
These values have shaped every part of Miik’s journey. They’ve helped us build a loyal customer base that cares as much about how their clothes are made as how they look and feel. Growing thoughtfully has allowed us to stay true to who we are. For me, it’s not just about clothing. It’s about building community, giving back, and creating something with real purpose.
As a female-founded and women-led company, how does Miik foster inclusivity and representation—both in your product offerings and in your innovative live shopping shows?
Our live shopping shows are a powerful way to connect with our community and help women see themselves represented. Women of all ages, shapes and sizes model new styles, share styling tips, and answer questions in real time. Authentically unscripted and very funny, it’s a great way for women to see how the clothes look and move on real bodies.
As the founder and designer of Miik, I design for women with realistic bodies in mind to ensure our clothes work for a wide range of shapes and sizes. In 2023, we started offering Plus Sizes in select styles, in sizes 2X to 4X. That experience has taught me so much about what true inclusivity means. I believe being an inclusive fashion brand isn’t a destination—it’s an ongoing journey, as there are always opportunities to evolve. I’m proud of the steps we’ve taken toward being more inclusive in the past few years, and I’m excited to see how we can continue to grow!
Many of your customers praise Miik’s commitment to comfort, quality, and timeless style. How do you balance these elements with the need to remain competitive in an industry dominated by fast fashion?
I think the best way to compete with fast fashion is to excuse yourself from that race entirely, and decide to do things differently. Our customers value that difference. We don’t try to compete with micro-trends, low prices, or mass marketing. Rather, we work to educate our community that there’s a better way. Fast fashion has trained us to accept that our clothes will only last a season. Miik clothes are truly made to last. I still have Miik pieces in my closet that are over 10 years old and still look great! And it’s all because we put quality first.
Our custom-milled, buttery soft and stretchy fabric is super durable and washes beautifully. Our garment workers are incredibly skilled and are paid a fair wage. We don’t cut costs. Yes, you’re going to spend more on a Miik garment but it will last forever and be the most comfortable thing in your closet!
Miik’s use of bamboo fabrics and local manufacturing stands out in the Canadian fashion landscape. Can you share how these choices impact your environmental footprint and customer loyalty?
Miik’s two primary fabrics are bamboo and modal—both chosen for their softness, durability, and lower environmental impact. I was instantly drawn to bamboo when I tried on that orange skirt all those years ago. Bamboo is a renewable resource that needs very little water and no pesticides, while modal is made from beech trees in a closed-loop process. Both are not only incredibly comfortable, but also built to last. I know there are other sustainable fabrics, but if they’re not durable, super stretchy and the comfiest thing in your closet (even the blazers) then they’re not Miik!
Local manufacturing is just as important and also a part of sustainability that isn’t talked about enough. Every Miik piece is knit, dyed, cut, sewn, and packaged within 50km of our Toronto office. This reduces our carbon footprint immensely and gives us more control over the quality of our clothing, from thread to hanger.
We can guarantee our customers are getting something ethically-made in Canada that feels amazing, and is made to last. I think that level of trust and consistency is a big part of what keeps people coming back to Miik.
Finally, what advice would you offer to other small and medium-sized businesses striving to build a purpose-driven brand in today’s market?
It feels funny to give advice as I am still learning every day. And in today’s world, things can change overnight. But here are a few things I feel confident in saying:
As a business owner, you can’t do it all so it’s really important to build a strong team around you. I’m so incredibly grateful for our team of strong, brilliant and creative women who are as passionate about Miik as I am.
Be willing to show up and get uncomfortable. I’ve always been behind the camera directing photo shoots etc. but during COVID I was forced to step in front of the camera. Hosting our live shopping shows, being in our online product shots and getting silly in our facebook ads allowed me to create a connection with our community. We learned that our customers want to peek behind the curtain and get to know the women behind the brand. Building a strong community is one of the most rewarding parts of what I get to do at Miik.
