Page 120 - Sharp Winter 2024

PEAK STYLE
OSTRYA FOUNDERS FRANÇOIS-XAVIER TÉTREAULT AND SIMON-DAVID FORTIN ON TURNING A SHARED LOVE OF NATURE INTO A STYLISH, SUCCESSFUL OUTERWEAR BRAND
By Jeremy Freed
D ESIGNED IN MIDTOWN MONTREAL — BUT WORN IN SOME
of the wildest places on Earth — Ostrya’s line of stylish moun- taineering gear blends urban sophistication with technical capability. It uniquely combines a handful of different influences, from the outdoor-loving culture of the city to the respect for traditional menswear shared by the brand’s founders, François-Xavier Tétreault and Simon-David Fortin. SHARP recently met up with the duo to learn the story behind the brand, their words to live by, and what bucket-list destinations they’re yet to check off.
How did Ostrya first begin?
François-Xavier Tétreault: We both studied fashion in Montreal, Simon doing design and administration while I focused on marketing, then we both studied technical clothing design. We went our own ways for a few years, with me on the marketing and sales side of the industry and Simon making jackets on a sewing line. After a short time, we decided to do a project together, and that was the start of Ostrya.
Was connecting with the outdoors through sport always a part of your lives?
Simon-David Fortin: Absolutely. My parents got me ski lessons when I was about three and my dad taught me how to snowboard when I was seven. Being outside and learning new sports was how we would spend most of our time together, so I was climbing, scuba diving, hiking, and camping at a young age.
FXT: I’m from Montreal, but I spent a lot of time in the Laurentian Mountains with my family; boating and hiking in the summer, and skiing in the winter. We’ve always both had an interest in the outdoor industry and in having access to nice gear, and we both developed a big interest in fashion as we grew up.
What do you love most about running an outdoor brand in Montreal?
SDF: The way the city blends fashion with the outdoors feels super nice to me. The fact that we are so close to nature pushes us to build strong products that last and perform in difficult conditions. The fashion and clothing industry in Montreal is also super dynamic, so there are lots of very cool projects that come out of here.
FXT: It’s a city where everybody is welcome and there are all types of people from all over the world. Rent is a bit cheaper than other places, so it’s a place where people bring their ideas and try stuff — kind of like what we’re doing. And being outdoors is a big part of everyone’s life here.
As explorer entrepreneurs, timekeeping is very important. What do you look for in a watch?
SDF: I’ve always been into watches, and as a fan of menswear and heritage products I find a lot of beauty in a good quality watch. I’m always looking for
style and durability. I also intend to keep them for life, so mechanical watches are always my first choice.
What are some of your dream locations to visit around the world?
FXT: I do a lot of trail running and hiking, so I would love to go to the Alps. There’s such a great hiking and climbing culture there, where you can just go around with your backpack and eat some good cheese, drink some nice wine, sleep in the mountain huts, and meet nice people. I would also love to visit the San Juan Mountains in Colorado.
What is a motivational or inspiring message that you live by?
SDF: I think staying humble is really important. The experiences I’ve learned the most from are definitely the ones that were the most challenging. To me, the most interesting opportunities always come from uncomfortable places that really force me to push myself. Also, as an entrepreneur, it’s always easier to work on projects that are close to your heart and that you feel passionate about. It makes them way more fun and allows you to create something truly authentic.
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