People

Lexi Soukoreff

i. I work as a:
Creative Director/Business Development at Daub + Design. I handle all aspects of design, sourcing, HR, PR, textile design and print development, online and social media. I started as a dyer and began making swimwear and hosiery items under the name Daub + Design – Daub referring to the process of applying colouring material to a surface crudely.
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ii. I do this creative work because:
I’ve always been someone who does things with my hands and communicates through clothing and apparel. Whether its how I dress or how I dress others, it’s about comfort, simplicity and a little something that makes an outfit different.
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iii. Personal qualities that help me in my work are:
Drive. Work ethic. Excitement for the industry – both from a historical and future standpoint.
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iv. The greatest challenges around doing this work are:
finding a strong team to work alongside your dream. It can be challenging when you have a vision – not everyone sees it or loves it like you do. For me, I find creativity in every aspect – the actual design work, sales, marketing – even budgets. It’s a hustle and figuring out how all the pieces of the puzzle fits together is rewarding.
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v. Creative childhood hobbies:
My sister and I were put in everything creative – piano, ceramics, painting, sewing etc. I learned to sew at a young age from lessons and also my Baba and other family members. I learned about fabrics early on in sewing class and knew I wanted my own unique fabrics. We also played sports which taught us patience, hard work and discipline.
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vi. Other creators who inspire you:
Samantha Stephens of Samyoga, Zoe Pawluk, Mara Hoffman.
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vii. Training that has helped me succeed in this career:
Textile Design at Capilano University as well as through my mentor Susan Lobetecki. Customer service experience and inventory management through working in bars & restaurants. Mentorships and private courses through the Forum of Women Entrepreneurs.

viii. The biggest myth about this type of work is:
that it’s glamorous or easy. It’s not. Its dirty. It’s long hours. It’s Hard work. It’s Repetitive. It’s addictive if you’re not careful. Or that if you run an activewear line, you must work out all the time (refer above- long hours, hard work.)
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ix. Some proud career moments:
Being featured on the Today Show and in our favourite online fitness media company, Well+Good. Launching the latest line DAUB | ACTIVE on Kickstarter and then showing in LA and NYC.
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x. If you want to work in my field, I suggest that you:
sharpen your hustling skills. It’s a fly-by-the-seat-of-your-pants job that is also super calculated at the same time. Creating a brand from nothing is not easy. And handling it entirely on your own is trying. But…no one knows your brand better than you.
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xi.
A professional goal I have for the future:
Expand our line and get back to playing with new processes and getting creative again.

xii. If you want to see my work, go to:
YYoga and Barre Fitness in Vancouver, Ardith or Afterglow Yoga in Toronto or online at www.daubanddesign.com.

 

 

www.creatorsvancouver.com

 

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