The wholesale fashion trade was built around seasons.

We weren’t.

Threads to Treads was created to challenge the stop-and-start rhythm of the B2B fashion industry. Because brands don’t lose relevance in the off-season — they lose visibility.

And visibility is everything.

We bridge the gap between selling cycles by keeping brands culturally positioned, trend-aligned, and top-of-mind — even when the market calendar slows down. Through industry intelligence, curated insight, and multi-channel exposure, we help brands maintain momentum where it matters most: between the drops, between the markets, between the trade shows.

We don’t replace the traditional system.
We strengthen it.

Threads to Treads exists to make wholesale fashion work year-round.

Why We’re Different

Most platforms amplify product.

We amplify positioning.

We understand that today’s wholesale landscape isn’t just about inventory — it’s about narrative, timing, and cultural relevance. Brands need more than seasonal campaigns. They need sustained presence, strategic storytelling, and industry-informed exposure that reaches both retailers and the broader fashion ecosystem.

We operate at the intersection of:

• Brand marketing

• Retail reality

• Wholesale strategy

• Cultural insight

• Community leadership

Michelle began her career at Tilley Endurables in the early 90s, working on national campaigns across both consumer and B2B channels. She quickly developed a rare skill: crafting one cohesive brand story that speaks fluently to two different audiences.

As National Marketing Manager at Rockport, she mastered the art of translating seasonal campaigns into powerful retail and consumer narratives — without losing brand integrity.

Through her leadership with AFA Canada, Michelle has spent over a decade quietly pulling the industry together. She thrives on integration — categories, communities, and conversations — and understands the macro view of how wholesale truly moves. She builds ecosystems.

Becky built her foundation on the retail floor, working her way from Sales Clerk to Manager to Buyer in a local footwear store. She understands what actually sells — not in theory, but in practice.

After nine years in retail, she transitioned into wholesale sales, where she has spent the past 15 years representing multiple brands. She knows where brands struggle, where retailers hesitate, and where communication breaks down.

A graduate of the University of Waterloo, Past President of OSTA, and now President of AFA Canada, Becky is a respected industry leader and relationship builder.

She doesn’t believe in transactional selling. Becky believes in long-term growth — for brands and retailers alike.

Jamoi’s passion for fashion started early and evolved through six years of hands-on retail experience across footwear and apparel before transitioning into brand marketing.

His dedication to elevating local brands earned him and his team the prestigious Black Designers of Canada Award in 2021 — a reflection of his commitment to inclusive storytelling and emerging talent.

In 2022, Jamoi stepped into B2B marketing and saw what others missed: the off-season wasn’t downtime — it was opportunity.

He thrives on bringing brand visions to life and ensuring they resonate culturally, not just commercially.

He represents the next evolution of wholesale marketing — where community, culture, and commerce intersect.