Our Story
Locals began with a simple belief –
Local is a feeling, not a location.
Whether you’ve lived in Northern Alberta your whole life or are just passing through, there’s something about the North that makes everyone feel welcome. The rolling fields, river valleys, gravel roads, quiet mornings, and small-town coffee shops all create a sense of belonging you can’t find anywhere else.
We wanted to capture that feeling — the spirit of the North — in something you could wear.
So Locals was born: a brand built to celebrate Northern Alberta and the people who make it home.
"Locals was never just about clothing. It's about capturing the feeling of home. The North has a way of welcoming people in, and Locals is a tribute to everyone who feels at home up here."
- The Wear Locals Team
Why We Created Locals
We saw how deeply people love this region — how proud they are to call the North home — and we wanted to build something that celebrates that pride. Every design we create is inspired by life in Northern Alberta: the river valleys and gravel roads, wild roses and wheat fields, hardworking hands and quiet landscapes, northern lights and boreal forests, and the stories, roots, and traditions that shape our communities. Our apparel isn’t just clothing — it’s a way to carry the North with you.
But Locals is more than a clothing brand. It’s a movement to uplift the people who keep our communities thriving. Through our Made in the North initiative, we support local makers, artists, crafters, and small businesses. We host and promote makers’ markets that showcase the creativity and craftsmanship of Northern Alberta and encourage our community to shop local, support local, and stay local.
When you support Locals, you’re also supporting the businesses and creators who make the North one of the most spirited regions in Canada.
Mission
To celebrate and strengthen Northern Alberta pride by creating locally inspired apparel and community-driven initiatives that encourage people to shop, create, and connect within their communities — reminding everyone that once you’ve been here, you’re a Local.
Vision
A thriving Northern Alberta where communities support their own, local pride runs deep, and every person — from lifelong residents to new visitors — feels connected to something greater:
The Spirit of the North.
COMMUNITY
We value connection, belonging, and supporting each another.
LOCAL PRIDE
We honour the people, landscapes, and stories of the North.
AUTHENTICITY
Our designs reflect real life here — simple, grounded, and true.
SUPPORT
We champion northern makers, small businesses, and artisans.
QUALITY
We create apparel that’s comfortable, durable, and made to be lived in.