What does a $70 market stall, a pair of shoes, and a viral Instagram post have in common? For Aurora James, they became the beginnings of two very different movements.

In this episode of Secret Canadians, Aurora takes us from her childhood in Toronto to New York's fashion scene, where she discovered traditional African footwear and built Brother Vellies from the ground up. She shares what it was like convincing customers that African craftsmanship belonged in the luxury conversation—and the unexpected assumptions she encountered along the way.

Then, in 2020, a note in her phone became the 15 Percent Pledge, a movement that challenged some of North America's biggest retailers to rethink who gets space on their shelves. Aurora explains what happened after she posted the idea online, how quickly it grew, and what it means to fight for that space when the political and business landscape has changed.

Plus, the story behind Alexandria Ocasio-Cortez's "Tax the Rich" Met Gala dress, the Canadian name that almost became Nunavut, and Aurora's strong feelings about Guelph.

In this episode we discuss: 

• Aurora's journey from Toronto to New York and into fashion

• The unlikely origin story of Brother Vellies

• Why African craftsmanship challenged Western ideas of luxury

• How the 15 Percent Pledge went from a phone note to a movement

• The impact of the backlash against DEI on Aurora's work

• How being Canadian shaped Aurora's perspective on race and identity

• The story behind Alexandria Ocasio-Cortez's "Tax the Rich" Met Gala dress

• Aurora's favourite Canadian cities, foods and artists

• Her advice for entrepreneurs building businesses from the ground up

Host

Hosted by award-winning journalist Takara Small, Secret Canadians uncovers the Canadians behind the stories you thought you knew and introduces you to the ones you've never heard of... yet.

Know a Secret Canadian?

Tell us about the Canadians you think the world should know about.

Subscribe to Secret Canadians and follow along as we uncover the people proving that you don't have to come from a big country to have a big impact.

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Instagram: @SecretCanadians

TikTok: @SecretCanadians

Threads: @SecretCanadians

Hosted on Acast. See acast.com/privacy for more information.

Canada is roughly 1 per cent of the world's population. Yet Canadians keep showing up at the center of the world's biggest industries, startups, cultural moments, and movements.

Canadians are more important, powerful and innovative than the world gives them credit for…you just didn't know it.

From the head of fashion labels to Fortune 500 tech companies and everything in between, Secret Canadians uncovers the Canadians behind the ideas and stories shaping the world. 

So, why is it that so many Canadians decide to build abroad, can’t return home (despite wanting to) to create the next big thing and how has current politics changed everything. 

Host

Hosted by award-winning journalist Takara Small, Secret Canadians uncovers the Canadians behind the stories you thought you knew and introduces you to the ones you've never heard of.. yet. 

Know a Secret Canadian?

Tell us about the Canadians you think the world should know about.

Subscribe to Secret Canadians and follow along as we uncover the people proving that you don't have to come from a big country to have a big impact.

Follow Us

• Instagram: @SecretCanadians
• TikTok: @SecretCanadians
• Threads: @SecretCanadians

Hosted on Acast. See acast.com/privacy for more information.