How Randa Salloum Built a Sustainable Fashion & Consignment Business
In a world where fast fashion and mass production dominate, Collective Will stands as a beacon of sustainability, community, and creativity. Founded in February 2021 by Randa Salloum, this Vancouver-based shop offers a thoughtfully curated selection of sustainable brands and preloved apparel, shoes, and accessories.
More than just a store, Collective Will fosters meaningful connections, celebrates independent designers, and builds a space where people can come together through fashion. Get the inside scoop from Randa and learn more about the journey, challenges, and inspirations behind her brick-and-mortar shop and e-commerce store.
Tell us about your work.
Based in Vancouver, I began Collective Will in February 2021 as an online store while running my multi-disciplinary marketing & public relations agency. It was a need for creativity and consumer-facing energy that could blend with sustainability that sparked the desire to launch.
How would you describe your brand?
Collective Will is a welcoming and open space that houses responsible brands and preloved apparel, shoe and accessories. Since we are a community-forward business, we put our focus into independent brands and consigned inventory that comes from individuals throughout North America.
What do you love most about what you do?
I love the people! The shop has acted as a vessel to get to know the community and introduce them to beautiful things and even each other.
“Your community and the people you meet along the way will inspire you to grow and pivot.”
What challenges have you faced in your journey?
AI in social media has been the biggest challenge so far. Instagram is our largest online community and we use it as away to connect with others. The AI systems in place have thrown hurdles at us time after time.
What advice would you give to someone just starting out?
You don't need to have a fully defined brand to start. Just start with an idea and the rest will fall into place. Your community and the people you meet along the way will inspire you to grow and pivot.
Where can people reach you?
You can shop at Collective Will in person at their Gastown location at 207 W Hastings St (#1400), Vancouver, BC, V6B 1H7. Follow us on Instagram and TikTok: @shopcollectivewill or visit our website: shopcollectivewill.com
About This Series
This blog series highlights entrepreneurs and creatives who are building impactful brands. Each feature is designed to provide insight, inspiration, and actionable takeaways for founders and creatives looking to grow their businesses. Subscribe to our newsletter to discover more stories of creatives turning their vision into reality.
