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!
