SALT of the earth
The Shop, SALT is a clothing brand based out of St. John’s, NL by childhood friends, Lauren Saunders and Emily Evans that promotes the salt philosophy - being “SALT of the earth” - genuine, good-natured, and true to yourself. Their mission is to create meaningful connections and celebrate personal expression, by creating modern clothing designs with transparency through authentic storytelling, dynamic shopping experiences, and partnerships with like minded creators.
Creators and Co-Director, Emily and Lauren have been friends since they were kids. Growing up, they had dreamed about starting careers in fashion, but opted, instead, for more “realistic” endeavours. After leaving their hometown, sharing a university dorm together, and ultimately starting their own careers, they still felt like something was missing. Feeling a sense of dissatisfaction with the way things were going, they realized it was time to be true to themselves and follow their passion - and they had the skill set to make it happen. They started the clothing brand, The Shop, SALT in spring 2017.
SALT, stands for the age old saying, “Salt of the Earth”, to be genuine, good-natured, and true to yourself. The meaning behind the brand was the catalyst for starting the business, and it impacts every decision.
The brand focuses on inclusivity, gender-neutral clothing, and collaborations with unique, like-minded creators. Recent partnerships have included, clothing line design collaborations with Newfoundland and Labrador artists, Mike Gough and Jessica Waterman. Enabling other artists in their craft has been a rewarding experience for the brand and they continue to work with creators in new ways.
In 2020, they partnered with Erica Jane Design to take slightly damaged clothing (ie. an ink spot, small manufacturer errors, etc.) and turn it into unique products to be more sustainable and reduce wastage.
With only a $200 shared start up investment, Emily and Lauren have grown a business built on passion, community, integrity, and having fun. SALT continues to grow in Newfoundland and Labrador and across the country.
Thank you for your continued support.