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Toronto-based clothing brand creates hype around four-letter words

What makes a hoodie unique?

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What makes a hoodie unique?

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According to Rachel Walderman, founder of 4 Letter Series, it is a four-letter word. The Toronto-based apparel and lifestyle brand offers limited-edition clothing collections designed to feature “four words that compile four letters, telling a short story.”

We caught up with Walderman to find out more.

Q. For those who don’t know, what is 4 Letter Series?

A. 4 Letter Series (4LS) is a premium apparel and lifestyle brand that offers locally made, handcrafted products designed to bring you ultimate comfort and joy, with an emphasis on storytelling. We’ve had four drops so far, with a primary focus on hoodies, crew necks, and zippers. As part of the creative process, we collaborate with community leaders to make our drops unique and multifaceted. We launch our products with a story to share with our community.

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Q. What makes it unique?

A. Our concept is what makes us unique. There are endless lines of hoodies on the market, but no one else does. Each drop highlights four words that compile four letters, telling a short story. With each drop, the story constantly evolves and changes, like our own lives. Each of our clients resonates differently with the stories, making them their own. It’s such a beautiful thing to celebrate the interpretation and power of words, while tying that together with high quality clothing and creating something that can be worn with pride.

Q. When and why did you launch the brand?

A. I launched 4LS in the fall of 2021, but technically I launched the brand eight months before that. I always wanted to make something my own, but it took me time to develop the confidence to do so. Being in the fashion industry for 11 years, I was starting to feel demotivated by my lack of purpose. I wanted to create something more than just beautiful clothes. 4LS creates products that have personal meaning.

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Q. Who is the target customer?

A. Anyone can wear the 4LS, but we’ve found our current client to be between the ages of 25 and 45, of all gender identities and expressions.

Q. What can you share about product collaborations?

A. To date, we have had the privilege of collaborating with community leaders and creatives, all of whom happen to be extremely talented Canadian women, including Bianca Sparacino, Rachel Joanis, Madeleine Gross and Noah Lehava. Whatever the partnership with 4LS, we do so with deep thought and intent to ensure it is aligned with the brand. We are always looking for artists, graphic designers, illustrators and more to improve our clothes and make them even more special.

Q. The products are all made in Toronto. Why was this important to you?

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A. When it came to the original delivery of hoodies and crewnecks, I knew I wanted to find a local manufacturer who believed in my creative vision and was willing to go the extra mile to create special pieces. Part of that meant I really needed to be involved in the process from start to finish of the garment’s journey. My manufacturer for all of our hoodies, crewnecks and zippers is a small team of four people. This means that everything is designed and created with the utmost attention and care, and every detail is considered. Making clothes locally in Canada is not the easy way, because we don’t have the same resources as abroad, but if it was easy, everyone would be doing it, right? ? There is so much talent in our backyard that can be used and supported. For our collaborations in other categories, like our candles and vintage jewelry, we’ve also worked with local businesses.

Q. Finally, what is the price range of your products — and where can people find them?

A. Our candles are $68, our clothes range from $115 to $175. We also sell vintage solid gold jewelry and chains, which start at $175 all the way up to $510.

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Hazel J. Edmonds

The author Hazel J. Edmonds