Finding fashion-forward yet practical outerwear that works with a woman's body is a tough feat. So when I spot a beautiful jacket I can’t help myself and immediately approach the owner.

Nine times out of ten the conversation goes like this:

“What a lovely coat, where did you get it?”

“Oh this, why Rudsak of course!”

I have since stopped asking. Soft luxurious leather, clean lines, and timeless elegance – all signs point to Rudsak. For these reasons, I couldn’t wait to chat with Evik Asatoorian, founder and mastermind behind the coveted Canadian brand.

Luckily, I was able to sneak about half an hour out of his busy schedule to chat about everything – from the brand to his childhood ambitions and even holiday plans. And I have to say, he couldn’t have been more gracious; the French accent didn’t hurt either.

Right off the bat (…or should I say beautifully trimmed leather collar) I wanted to know if there was a story behind the Rudsak name. As it turns out, Rud was Evik’s Golden Retriever. Prior to his married life, whenever Evik would bring his lady friends home, disaster struck. You see, Rud had a bit of a shoe fetish and would maul every pair he could get his paws on.

Back then, Evik worked for a shoe chain. As a teenager he became a stock boy, then moved on to manager, merchandiser and ultimately a buyer position. The company is no longer in business, but it gave Evik his start in the business and instilled a life-long passion for leather goods.

After a brief stint working with his older brothers, in 1994 Evik branded Rudsak: a company renowned for its European flair and focused, well-edited collections.

His garments aren’t just beautiful to look at. They are a feast for numerous senses. So if you’re unfamiliar with the brand – STOP what you’re doing. Turn off the stove (if applicable) and sprint to the Rudsak retailer nearest you to smell, feel, ogle and lick (if you’re feeling naughty) the luxurious leather.

Assuming that you’ve followed my instructions, you are now looking at the most glorious leather goods you’ve ever laid eyes on and are finding it virtually impossible to leave empty handed.

Have no worries. I am here to help you once again. Now that you’ve made your purchase, you’ll need to know how to properly care for it, correct? Evik insists that we tend to our leather goods every two weeks with cloth or cream.

Then he gives me some amazing advice.

If you’re anything like me, salt stains on your boots are the bain of your existence during the winter months. Well, it seems that we’ve been making it even worse! What’s the first thing we do when we step into our car? Turn the heater onto our feet, of course. Well, as it turns out, the heat reacts with the salt and slush and literally eats away at our boots, “whether they’re Prada or Rudsak,” the designer adds with a laugh.

Next, I had to know how Evik treats his leather and maintains such a high standard of quality? Evik assured me that quality comes with feel, and luckily for him, he grew up with that commodity. His passion is raw material, and he loves the changes that occur when he works the hides and how they develop character with age.

That being said, he truly appreciates his raw material and does his best to reduce waste, using leftovers for accessories and trimmings.

The label is a beacon of class and efficiency, not unlike the Rudsak woman.

“She is an artist who wants to look clean but different. Not a flashy girl, but not bling-bling either.” Her confidence stands out and she appreciates the details.

In addition to superior craftsmanship, Evik believes that consistency is the biggest reason customers keep coming back. It seems that everyday a local boutique closes its doors or a Canadian label folds, unable to cope with our fickle industry. Evik recognizes the importance of not only learning from past mistakes but also moving forward with new product lines, like furniture, which embody a timeless aesthetic – a major company buzzword – and stay true to the Rudsak consumer.

While Rudsak has been lucky to develop such a loyal customer base, there have been challenges. The biggest - finding the right location for a store. Evik loves the Queen West location but knows that he’ll probably never find another just like it, in an area where people understand. For example, in the Ottawa store, somebody has actually asked a salesperson, “are you a fetish store?”

Evik believes that people are more open-minded in Milan or London and get him more. A man can wear a pink shirt or rock a mohawk without being labeled. But he is hopeful that the younger generation is evolving and that we’ll get there eventually.

While opening ignorant people’s minds can take some time, there are plenty of wonderful things on the horizon to look forward to, namely spring fashion. So what tricks does Evik have up his sleeve?

Lots of good stuff; fresh looks, technical fabrics and multi-functional garments. You can tell he still gets excited about his job as he exclaims, “You can take off the top and it becomes a dress!” He seems genuinely fascinated by this garment and I can only hope that 15 years into having my own business I can still maintain that sort of enthusiasm.

As well, Evik is introducing new fabrics for his handbags, a logo print as well as canvas mixed with leather. He’s also quite pleased with the footwear for spring and is particularly fond of a lilac hue he’s brought in. In fact, he’s toying around with making footwear an independent concept business.

As our time together was coming to an end, I had only one question left. What does Evik see as his biggest accomplishment with Rudsak? He tells me it’s his team.

What began as a dream with 5 employees has blossomed to include a highly functioning team of 150. And he absolutely loves working within the infrastructure. He’s proud of the international brand recognition and what the company has become.

But at the end of the day Evik confesses, “I’m the same old guy, I still mop the floors.”

Rudsak.com

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by Olga Barsky