We are artists, we are a family, we are Ay Lelum, The Good House of Design.

Ay Lelum, The Good House of Design is committed to sustainability and ethical practices in clothing design while following cultural protocols and hul’q’umi’num’ Law in the creation of non-ceremonial, culturally-appropriate clothing and music that shares the hul’q’umi’num’ language and the visual language of Traditional Snuneymuxw Coast Salish style with the world.

Authentic Indigenous recognizes Ay Lelum Good House of Design for its commitment to sharing Traditional Coast Salish art and culture for everyone to wear and enjoy while following hul’q’umi’num’ Law, minimizing environmental impact, and maximizing community contribution. 

Ay Lelum, The Good House of Design, received the 2018 Indigenous Business of the Year Award (1-2 Person Enterprise) by the BC Achievement Foundation, the TOP 5 for the Small Business BC Awards 2020 in the Best Marketer category, and the Excellence in Culture Award for their contributions to local, national, and international fashion. 

Recognized as one of the leading Indigenous fashion companies​ in Canada, Ay Lelum (aigh(t) lay-lum) translates to good house in hul’q’umi’num. This multi-generational family of collaborative artists is passionate about actively documenting family artwork, music, and historical information for future generations. 

The design house follows strict cultural guidelines, protocols, and hul’q’umi’num’ Law, as outlined by their father, Dr. William Good, a Snuneymuxw Hereditary Chief, Storyteller and Master Coast Salish artist.  

Ay Lelum Good House of Design lives by these teachings and applies them in a modernized cultural context. A verified Spotify artist with over two dozen songs in hul’q’umi’num’ on major streaming platforms, this clothing house fuses garment design and music-making processes in a modern form of story-telling and cultural preservation that shares the hul’q’umi’num’ language and the visual language of Traditional Snuneymuxw Coast Salish style with the world. 

Located on family property on Snuneymuxw First Nation lands in present-day Nanaimo, BC, Ay Lelum has presented collections at Vancouver Fashion Week to New York Fashion Week and across North America, with their couture pieces featured in Vogue, Elle, and Harper’s Bazaar. 

Ay Lelum’s logo depicts their family legend of the first man and the first woman of Nanaimo River. The design house is located on the river–the logo’s depiction of the river also signifies the transformation of art and knowledge between generations. It reflects the foundational role of their elders and parents in the inception of their art production and the collaborative spirit among the siblings that continues to drive their creative endeavours.

Ay Lelum actively participates in the Snuneymuxw First Nation and the broader Nanaimo communities, employing Indigenous people, supporting local businesses, and manufacturing garments within BC to support the local economy. 

The small but celebrated company creates modelling, performance, and retail experience opportunities for youth to boost self-esteem, expand their career opportunities, and instill a sense of pride in art and culture. Ay Lelum members also offer mentorship, workshop facilitation, and school presentations. 

Ay Lelum honours the overflowing creativity and design skill of their late brother, Joel Good. Joel’s work can be seen enriching public spaces in Nanaimo and adorning Ay Lelum’s fashion designs. In collaboration with the City of Nanaimo, Joel and Ay Lelum designed maintenance hole covers featuring two supernatural eagles, representing strength and protection, a frog for its ability to purify natural water sources, and a design that depicts an orca, symbolizing power and strength. 

The Courtyard Marriott in Nanaimo, located on culturally significant land where the beloved and now-extinct Wool Dogs were cared for by the Snuneymuxw people, has collaborated with Ay Lelum to integrate site-specific Snuneymuxw art throughout its design, including in its guest rooms and public spaces.

Founded by sisters Aunalee and Sophia Good in 2016, the women were mentored in garment design by their mother, Sandra Moorhouse-Good. Ay Lelum’s dedication to an inclusive community goes beyond Snuneymuxw Territory and beyond geography. They create wearable art garments that embrace diversity, with ready-wear apparel in sizes ranging from  XS-5XL, featuring models from varying backgrounds with different body shapes.

The design house uses eco-friendly and recycled fabrics for their ready-wear collections and manufactures in BC to reduce their environmental footprint and support the local economy.

Committed to sustainability and ethical practices while following cultural protocols, their ready-to-wear line is produced in Vancouver, and their couture garments are made in-house on Snuneymuxw Territory.

Ay Lelum uses eco-friendly and recycled fabrics for its ready-wear collections and purchases compostable mailers and prints with water-based, environmentally friendly inks to work toward environmental sustainability. 

Beyond environmental sustainability, Ay Lelum ensures the longevity and health of Snuneymuxw values and culture by cataloguing and digitizing the artwork created by their father, Dr. William Good and late brother, Joel Good, sharing approved family artwork and stories, providing cultural knowledge online for followers, and making sure to share this wealth of knowledge with the family for intergenerational learning.

Ay Lelum, The Good House of Design, shares Snuneymuxw culture with their family, community, and the world through their good designs.