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ABOUT US

At Notice The Reckless, we believe that life is an endless journey, and every day presents an opportunity for a new adventure. That’s why we’ve designed high quality clothes to join your next expedition. Whether you’re chasing the perfect wave, carving through fresh powder, or simply seeking an escape from the everyday routine, our clothes are here to equip you for the journey ahead.

NOTICE THE RECKLESS -

A JOURNEY

2010

Two high school buddies, Charlie Désilets and Jasmine Guay, “launch” a brand called Notice - The Original Trend. Truth being said, it’s quite bad and very disorganised, but you gotta start somewhere!

2012

Fast forward and the girls decide to put an end to the brand, pick up their backpacks and go see the world.

2016

Between travels, studies and student jobs, the two of them don’t know exactly where they’re going but have a strong desire to live a life full of adventures. This is when the idea of resurrecting the brand, more professionally, comes into shape.

2017

Official launch of Notice - The Reckless Journey. The warehouse is split between Jasmine’s apartment and her mom’s, since Charlie’s living in a bus at the time. The orders are shipped from the local library and the girls make a total of 0 sales in the 3 first days.

2018

Four local shops - Sport Radical, Universe Boardshop, S3 and Axis - accept to carry the clothes in their stores!

2019

The instagram account reaches 20K subscribers and the founders receive their first pay check.

2020

COVID-19 hits, the apartment is completely overflowed from the kitchen to the bedroom by boxes and orders. The brand moves to its first real warehouse, 1500 square feet in downtown Quebec City and hire their first employee!

2021

People are stuck home and want to be cozy while working or go explore the outdoors and it definitely reflects on the sales!

2022

Bigger dreams need bigger spaces! Notice moves to a new warehouse of 3500 square feet and start developing more products.

2023

The team start targeting international markets by attending their first trade show in the USA and creating a special collection with creator Asa Steinars.

2024

With a total of 6 employees, we’re all set for the upcoming adventures this year has to offer!