The Ontario-based fashion and lifestyle startup known as dpms. has officially rebranded as Illbury & Goose.
The rebrand is the beginning of a national expansion project for this London venture. Founded by Meghan Kraft and Daniel Phillips in 2012, who are hiring some of their first employees this month, the new name comes from the couple’s grandparents’ respective businesses, which were each established in 1928. Illbury is a tip of the hat to Phillips’ grandparents’ Woodstock furier business, with Goose coming from Kraft’s grandmother’s florist and interior decor shop in Stratroy, The Country Goose.
“We accidentally started dpms. in our apartment as students, selling a handful of custom shirts and bracelets” says the Director of Operations and Brand Development and co-founder of the company, Meghan Kraft. “Our local small business has really grown up over the past few years into something bigger than we could have ever imagined. Rebranding as Illbury + Goose is our way of showing that we’ve grown up and are committed to meeting the expectations of the supportive, international fanbase that has grown with us, while honouring where we came from as small business owners.”
A June 6, 2015 launch of the new brand will see new luxury items added to the already beloved line of neighbourhood toques, hats, t-shirts, hoodies, swim trunks, beaded bracelets, and locally-made apothecary products. Such new items will include hand-crafted, genuine leather, ultra-soft bamboo cotton fabrics, and semi-precious beads, with everything now being completely made in Canada.
A refreshed, updated website is also part of the rebrand from dpms. to Illbury + Goose, and can be found at illburyandgoose.com, complete with a new blog and an enhanced online shopping experience.
About Illbury & Goose
Illbury & Goose is a clothing and lifestyle company owned by entrepreneurial couple Daniel Phillips and Meghan Kraft. What started as a hunt for a unique t-shirt design in 2012 from the couple’s apartment has become a widely recognized Canadian lifestyle brand. Illbury + Goose combines a passion for sustainability and the modern Canadian lifestyle with luxury fashion and artisanal collaborations. The London, Ontario-based company is the much sought after provider of nostalgic, and patriotic line of socially-conscious goods.
