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About Madeleine

Welcome! I am a social entrepreneur - someone who creates organizations in order to achieve social or environmental benefit. everyware designs is the name of my first sustainable design company, which I founded in 1993 at age 25. I have done many other things in the meantime that you can read about here, so coming back to this brand and creative practice 32 years later is truly a full circle moment. 

 

I have never felt more creatively energized than I do at this ‘Autumnal’ stage of my life. I hope that you find something wonderful here, whether it’s through acquiring a one of a kind upcycled garment or homeware, learning about upcycling or getting inspired to learn how yourself at one of our workshops. Since everything that we make is one of a kind, please check back or sign up to our newsletter to see the freshest new designs and learn about upcoming workshop offerings!

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My earliest memory of sewing was attempting to make clothing for my family’s two cats at around age 7. The experiment failed spectacularly, however I was undeterred. As a kid, few treats delighted me more than being allowed to choose a remnant from the bin at Gold’s Fabrics in my hometown of Vancouver. 

 

As a teen and in my 20s, I patched jeans, quilted unique duvet covers, made custom garments, did repairs and basically anything that my friends or family asked me to make. I also traveled extensively and developed a passion for social change leadership that ultimately led me to taking the leap to entrepreneurship.

 

I operated a small boutique and production studio under the everyware label from 1995 to 1998. I had also started making and selling a collection of reusable menstrual pads and period underwear called Lunapads in the early 90s, and even wrote a business plan for them in 1994. I sensed a different opportunity for these items than the store and studio. Something about them felt timely and uniquely compelling and I set aside my fashion pursuits in 1999. 

 

In 2000 I co-founded Lunapads, a founding Canadian B Corp, with my longtime friend and business partner Suzanne Siemens. Lunapads (rebranded as Aisle in 2020) went on to become one of the first ventures in the world to commercialize reusable period products, now a widely accepted mainstream category.

 

Our work in championing respect for the menstrual cycle catalyzed the category’s recent growth into a billion dollar marketplace and resulted in the provision of millions of free period products across Canada and around the world.

 

I exited the company in 2024, and in 2025 I resurrected everyware to promote sustainable textile use through my own designs, as well as creating workshops and public engagement events.

A major part of what inspired the re-invention of everyware was a project I did for Purppl, a social venture consultancy. My first project was to help the Kelowna S.H.A.R.E. Society, a thrift store that delivers employment training for folks with barriers, to diversify its revenue streams.

I learned that they received far more donated pairs of jeans and other clothing than they could ever sell. I wondered: What if excess clothing is actually free fabric? What’s the design potential for upcycling denim? How might we reimagine a humble charity thrift store to become a sustainable design studio? 

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As part of my feasibility research, I decided to try some denim upcycling myself, and promptly became obsessed. I cannot overstate how much this project has moved me, providing lessons in everything from personal growth to the potential for the concept to proliferate in other similar organizations.

 

Today, SHARE’s Re-Up Studio offers denim upcycling workshops based on a followup workshop that I created. I will always be incredibly proud of this project, and grateful for the insights that it also gave me about “upcycling” my former career into this new expression.

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I also serve as a Mentor in Residence with SFU’s Charles Chang Institute for Entrepreneurship and as an Entrepreneur in Residence with Purppl, a social venture consultancy. Last but hardly least, I am the author of The Greater Good: Social Entrepreneurship for Everyday People Who Want to Change the World and occasionally publish personal essays on Medium and Substack.

 

I’m not a big social media person, however if you’d like to follow my work more generally, please feel free to hit me up on LinkedIn. The rest of the time, you can find me either sewing or seeing what’s happening in my garden.

"What if there was a more joyful, sustainable way to satisfy our desire for creative self-adornment and expression of our individuality?"

— everyware founder Madeleine Shaw