At the heart of Quebec’s outdoor culture, some brands do more than just clothe people: they inspire, unite and tell a story. Plenty Humanwear is one of them, with its fleece apparel and an identity deeply rooted in nature and community. A symbol of authenticity and adventure, this Quebec-based outdoor brand is about to enter a new chapter under the leadership of Samaëlle Belley, a passionate entrepreneur who blends creativity, sustainability and a human touch.
A brand on the move
In Quebec’s outdoor landscape, Plenty Humanwear holds a place all its own. Known for its strong DNA, signature patterns and loyal following, the brand has always blended comfort, style and authenticity. Its fleece clothing brings to mind misty morning hikes and friends around the campfire, spontaneous getaways and quiet moments on a mountaintop.
Today, Plenty Humanwear is entering a new chapter under the leadership of Samaëlle Belley, a passionate, creative and deeply human entrepreneur. She is taking the reins with a desire to breathe new life into the company while preserving the essence that built its reputation.
Guided by deeply held values of sustainability, authenticity, community and creativity, Samaëlle sees Plenty Humanwear as far more than clothing and accessories; she sees a brand that brings people together, feels genuine and does good. Under her leadership, the company is naturally continuing along its path: a tribute to nature, to local communities and to the art of creating with purpose.
An entrepreneurial journey woven with passion
Samaëlle quite literally stitched her way into entrepreneurship. Ten years ago, she launched her first business, experimenting with all kinds of hand-sewn goods. “If you can sew it, I’ve tried it,” she says, laughing. Her early creations – particularly in children’s décor – eventually evolved into a world that resonated more deeply with her: the great outdoors.
That’s how NOPé came into being, her first venture centred on fleece: soft, comforting and technical, a material and craft she has stuck with. At the same time, she founded BON FLOW, a boutique of carefully curated second-hand clothing, also based in Saguenay–Lac-Saint-Jean.
Her path didn’t follow the straight line of formal business studies; she comes from the world of special education instead. “I already had the people-driven side,” she explains, “but at some point, creativity took over.” It’s a creativity deeply rooted in her home region of Saguenay–Lac-Saint-Jean, which she proudly carries with her and strives to showcase through her projects.
Style and self-expression have always played an important role in her life. Both feminine and athletic, she enjoys expressing every facet of her personality through what she wears. Whether at BON FLOW or Plenty Humanwear, she enjoys seeing people feel good, confident and completely at home in their clothing.
The outdoors, reinvented with style and a conscience
Under her leadership, Plenty Humanwear has reinvented itself without betraying its values. The new collections retain the elements that made the brand successful – comfortable cuts, the warmth of fleece and an outdoor spirit – while embracing a more unisex, modern and inclusive look.
The company prioritizes local partnerships, working with craftspeople and suppliers mainly from Saguenay–Lac-Saint-Jean, strengthening the bond between the brand and its region. Every decision is also guided by a clear environmental commitment: minimal plastic, reduced packaging and responsible practices. In short, each piece is designed for adventure lovers, with respect for style, values and the environment.
To make it happen, Samaëlle feels fortunate to have a highly artistic and creative team with extensive experience in fashion. She likes to say that her small team of five is as effective as a much larger one! Pierre-Nicolas Lessard, the founder and now a professional photographer, even captured the images for the new collections, a beautiful link between past and present.
Behind this relaunch lies an even bigger dream: one day, to create a fleece exclusive to Plenty Humanwear, made from recycled materials, for a durable, high-performance and truly one-of-a-kind fabric.
Between courage and consistency: Samaëlle’s vision
The shift made by Plenty Humanwear is based on its leader’s vision: to combine creativity with consistency, and to build a human-scale brand rooted in sustainable values.
For Samaëlle, entrepreneurship is first and foremost a matter of the heart. It’s about sharing and giving back to her community. It’s about creating new things. It’s about making people feel good. That’s why she loves knowing people are happy to wear what she makes, seeing the smiles on their faces and above all, knowing they’re proud that the company is based in Saguenay–Lac-Saint-Jean.
Her transparency shows in everything from issues of sustainability to mental health, perseverance and courage. “Entrepreneurship is demanding,” she says. “There are mountains to climb every day, but I’ve learned that if you stumble, you can always get back up.”
Her leadership is based on collaboration, trust and careful listening. She describes herself as a perfectionist, but above all as a positive leader, someone who enjoys encouraging, empowering and growing alongside her team.
And ultimately, what matters most to her is passion. For her, acting with passion is the key: building from the heart and staying true to human values makes it possible to surround herself with the right people and create something genuine and lasting.
Collections for tomorrow
The future looks bright for Plenty Humanwear. New capsule collections are already available, with more on the way. While the pieces are mainly sold online, they can also be found in UltraViolet Sports stores, and social media has become the space where Samaëlle shares her vision, her inspirations and her commitment to conscious fashion.
If there’s one thing to take away, it’s that Plenty Humanwear remains deeply attuned to nature, the community and the future. The brand’s ambition is to create limited, responsible and creative collections that appeal to both a local audience and a broader customer base across the country that has sustainability in mind. In the long term, Samaëlle hopes the brand will be recognized as genuinely human and committed, capable of inspiring and bringing people together.
For her, entrepreneurship isn’t a race but a human journey: it’s a way to make meaning, create beauty and build connections. Today, more than ever, Plenty Humanwear stands as living proof of that.
• • • • • • • • • • •
Thanks to the engagement of invaluable partners: Économie Québec, through its agent Investissement Québec, the Government of Canada, National Bank, the Business Development Bank of Canada (BDC), the Fonds de solidarité FTQ, and Fondaction, Evol has a large envelope to support, through conventional loans, businesses with inclusive, diversified ownership that generate positive social and environmental impacts in line with the UN’s sustainable development goals (SDG).