Sunshine & Wild Co.
Women owned.
Using organic & recycled materials where possible.
Contributing to poverty alleviation.
No bonded labour. Ever.
Sourcing from manufacturers who are Amfori BSCI and Better Cotton Initiative members.
Together we have saved 2,340 plastic bottles from landfills (500ml).
We want to reduce waste as much as possible, which might be a bit confusing; aren't we contributing to consumerism by running a clothing brand? Maybe. But you don't walk around without clothes on. So we're using manufacturers who pull plastic bottles into their clothing instead of shovelling them into a landfill. And every time you buy a hoodie or a pair of sweatpants from us, you're supporting a clothing brand and a manufacturer who believe in reducing waste and always, always paying people fair wages.
A STATEMENT FROM THE CO-FOUNDERS
Whitehorse, Yukon - August 26, 2026
Sunshine & Wild Co. began in 2023 as a small operation run out of a crawl space. Since joining the Fireweed Market that year, we have grown into a business with employees, a milestone we attribute in large part to the opportunity the market provided us to connect directly with the Whitehorse community and the visitors who travel here each season.
The Fireweed Market has been central to our growth, historically accounting for approximately 80 percent of our annual sales, a significant portion of which is generated through tourism.
We learned earlier this year that our business does not meet the rules and guidelines for the market. As a result, this season may be our last at the Fireweed Market. Since receiving this news, we have been actively working to diversify our business to support long-term sustainability, and we are currently evaluating a number of paths forward.
The future of our business is not certain. However we remain committed to transparency with our customers and community throughout this process, and we will share further updates as they become available.
We would love to connect with customers and community members in person before the current market season wraps up, whether to view our products or simply to say hi.
We thank the Whitehorse community for their continued support over the past three years.
Sincerely,
Annika Phillips & Emilie Denis
Co-Founders, Sunshine & Wild Co.
