Canadian brand OKAYOK taps into humour, nostalgia for stylish designs


‘Feel-good apparel’ offers made-in-Canada clothes.

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Adrienne Butikofer’s clothing designs don’t take themselves too seriously.

The Toronto-based and -crafted creations made available through the line OKAYOK offer “feel-good” designs for those who want to add playful options to their wardrobe. We caught up with Butikofer, the founder and designer behind the brand, to learn more.

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Q: For those who aren’t familiar, what is OKAYOK?

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A: OKAYOK is a Toronto-based clothing brand I founded in 2017. The brand is all about crafting locally made, high-quality clothes evoking humour and nostalgia for wearers. At the core of my design philosophy lies a fusion of vibrant colours, playfulness, and comfort. All designs are hand-printed inside our Toronto shop and studio in The Junction neighbourhood.

Q: Is there a story behind the name?

A: The name “OKAYOK” — pronounced okay-ok — was chosen to reflect the feeling of ease and fun at the core of my work. Aligning authentically with my natural design aesthetic, I chose a name with a playful, easygoing spirit that was intentionally somewhat meaningless, to allow creative freedom as the brand grows and evolves.

Q: What makes the brand unique?

A: Our unwavering commitment to local production sets us apart. My local supply chain is my proudest accomplishment. We collaborate with various Toronto-based partners, including fabric mills, manufacturers, suppliers and dye houses. What makes our pieces genuinely unique are the meticulously crafted vinyl prints and graphics, all handprinted in our studio right above our store in Toronto’s Junction Triangle neighbourhood.

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Inside our store, we host accessory printing workshops for our community. From tote bags to pillowcases, we love celebrating birthdays, corporate team-building and get-togethers with these engaging DIY events.

Adrienne Butikofer, founder and designer of OKAYOK.
Adrienne Butikofer, founder and designer of OKAYOK. Photo by Lindsay Duncan /OKAYOK

Q: Who is the target customer?

A: OKAYOK is feel-good apparel made for anyone who loves all things playful, graphic and colourful in their wardrobe choices. We cater to kids, men and women of all ages and from all walks of life.

Q: What is the price range for your products?

A: Our accessories and clothing start at $14 and go up to $300. We work hard to keep prices fair for consumers, but this is getting more difficult in the current economic environment. When people shop with us, they should know their dollars are directly reinvested in their local community, powering the many other independent entrepreneurs that make up our supply chain in Canada.

Q: Lastly, where can people check them out?

A: Visit our showroom and shop in Toronto’s Junction Triangle neighbourhood and online at okayok.ca. If you’re in Vancouver, you can explore our brand at Harlow Atelier and Hey Jude. We also wholesale our collections to SIMONS and Well.ca, and over 40 boutiques across Canada.

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