Our Brand Story

JLV The Label was founded by Jessica-Lynn Veley and is based in Hamilton, Ontario.

My interest in clothing started pretty early. I learned how to crochet and work with yarn as a kid, which turned into years of experimenting with knitwear and different ways to build garments by hand. Through crochet, knitting, and a lot of trial and error, I started to understand how  how structure can be created directly through the way something is constructed.

In 2018, I shifted my focus toward lingerie and textile design, building on the construction techniques I had learned through years of working with crochet and knitwear.

JLV developed gradually from that process. It wasn’t originally planned as a lingerie brand. It started with experimenting with materials, construction techniques, and different silhouettes to see what worked and what didn’t. A lot of the design approach still comes from those early experiences working with knit and crochet, where the structure of the garment is built directly into the material rather than added afterward.

The brand is independently run, which means I oversee the design and development of the pieces myself. Most designs go through multiple rounds of adjustments before they’re finalized — changing fabrics, refining proportions, or reworking construction details until the fit feels right.

While the focus of JLV is lingerie, knitwear and crochet have started to reappear in the collections again through sculptural knit pieces and experimental designs. In many ways, it brings the process back to where my interest in clothing first started.

Over time, the brand has grown through small collections, independent releases, and opportunities connected to larger fashion events and industry platforms.

As JLV continues to evolve, the focus remains the same: designing pieces with attention to construction, materials, and how a garment actually fits and moves on the body.