VIDEO: Style Q+A Cheryl Janisch

For Cheryl Janisch, cold weather is king, and she’s happy to be its fashion monarchy equivalent.

As owner and creative director of Calgary-based Frost Sportiva, Janisch designs ways for women to look fabulous (and warm) while under siege by the white stuff. “You don’t have to be bulky and shapeless in winter just because that’s been the mandate of the past,” she says.

“All women have a waist, and you don’t have to lose it at sub-zero temperatures.”

Born in Claresholm, and a rooted Calgarian for more than 25 years, Janisch graduated from the University of Calgary with a bachelor of communications in 1986. “I always knew I wanted to be a designer, but there was family and peer pressure to choose a career that I could make money in,” she says, rolling her eyes.

In 2002, Janisch pursued her dream to Texas, studying at Houston’s Community Fashion Design College and later at Calgary’s own Alberta College of Art + Design. She quickly found her niche, and launched her shapely winter wear in 2005. With her 2009-10 winter collection unveiled, a celebrity endorsement by Jenny McCarthy and movie exposure in films such as Santa Baby 2, Janisch is slowly staking out her spot as an up-and-coming designer in winter’s fashion scene. “I’d love to be skiing somewhere in Europe, and spot a woman in Frost Sportiva. That would simply be something else,” she says.

What prompted the decision to design winter wear?

At design school, I thought it would be best for me to focus on a category. And when I started to teach my kids to ski, I went looking for something to wear and realized my choices were slightly bigger versions of what they were wearing. I decided to make something, and it went from there. It’s fashionable ski and après ski wear for women.

Is there a big market for that?

I think it’s actually a bigger category than people recognize. Skiing now, like a lot of sports, is a lifestyle. People own homes in the mountains. They ski during the day, hang out at the lodge, go shopping and go out for dinner — that’s where Frost Sportiva comes in.

How did you arrive at the name?

That was so hard. I was stuck on Sportiva, which really isn’t a word, and Frost is what the website people came up with for me. When they read it to me, I knew it was perfect. Names are important; it’s such an identity, and it becomes your brand. You always know a bad name when you hear it.

What was it like starting off in fashion design?

When I first started the company, I always said “we” — I just felt like it made me sound bigger. As suppliers became more comfortable with me, I realized it was okay to be just a one-woman show. A lot of fashion places start out with just one person.

Is the fashion world cutthroat?

Fashion is a struggle as a business. Things can be dated before they even get on the hanger. If you’re off a trend, your stuff won’t sell. Designers are always highly motivated to stay on-trend.

Actress Jenny McCarthy wore one of your jackets in the ABC movie Santa Baby 2 this past December. How did that happen?

I pursued it a little bit, and in the end it came together. I have a friend who does casting, and she contacted the film’s people for me. They get countless calls for this sort of thing, and it is hard to stand out. So, I phoned the wardrobe person. They were filming here in February, 2009, and were having a hard time finding clothes for Jenny. I sent the wardrobe person a rack of clothes, and she called, and said Jenny really loved the stuff — that was it.

What would you say to people who think fashion is not important, and very fleeting?

I get that. It is fleeting — I cannot argue with that. It’s so fast now. Stores like Zara and H&M actually invented the term “fast fashion.” They don’t even bother sampling; they go straight into production from a sketch. There’s no question it does feel a little throwaway.

How does what you do affect how you dress?

Well, I never wear my Lululemon to the grocery store anymore [laughs]. I tried to get away with that for a while — the no zippers or belt loops thing. It’s just so comfortable. However, we shouldn’t do that. As hard as it is, and as tired as we all are, it just makes us feel better to get dressed.

How would you describe your personal sense of style?

Fitted, classic, contemporary.

What’s your favourite piece of clothing?

Boots, definitely. And jackets. It’s kind of your statement piece, especially in Calgary. It’s very often the only thing that people get to see.

What’s your perfect outfit?

A fitted jacket with a blouse or button-down shirt and dark wide-leg denim.

Do you have a fashion weakness?

White button-down shirts. I just love them.

What winter trend are you currently into?

Silk layered with wool — a cardigan or vest — on a top. Silk alone is chilly, but the play with the textures is wonderful and easy. You can keep your silk shirt untucked. And you don’t have to pay a lot for silk anymore — there are a lot of great blends out there for a quarter of the price.

Are you tired of any trends right now?

Not really. Even Ugg boots are beautiful in their own right. Or maybe we’ve just gotten used to them.

What trends do you wish would come back?

I really like the direction of fashion right now. Designers are putting out more than ever, because there is so much competition — you can get it at Le Château, and you can get it at Holt Renfrew. But, you know, everything in fashion comes back. It’d be nice if it came back exactly as it was, so we could truly recycle our clothes. But it always comes back with a twist.

What are women’s daily fashion faux pas?

Trends suck us in a little bit, and dollars can go out of your wallet really easily when chasing them, but not every trend is for you. You’ve got to find your uniform, and what works for you. Just because purple and tweed is in this season, doesn’t mean you should do it. I remember in the 1980s, when supermodel Linda Evangelista cut her hair into a really short boycut, I decided to do it, too. It was horrible! You could see my scalp. Just remember, not everyone can pull off everything.

Who do you think are the Hollywood style standouts?

Nicole Kidman. Her style is classic and timeless. She pays attention to what colours work with her skin tone and hair, and she carries herself with a quiet confidence. She is a style icon around the globe and it is no coincidence famous designer Karl Lagerfeld chose her to represent Chanel No. 5. And, of course, George Clooney. His style is timeless, but not boring. One of his favourite colors is gray, which sets off his hair colour. You also almost always see him in a suit or sport coat, which suggests he subscribes to the “know what looks good on you and stick with it” theory.

Do you have a style icon?

Audrey Hepburn. I mean, who doesn’t look good in a twin-set and a pair of trousers? And Coco Chanel, of course, who’s responsible for the little black dress. She was really the first woman who looked at how women functioned, in a time when almost all women’s wear designers were men.

Where do you like to shop?

Holt Renfrew. And Coco + Violet is definitely a favourite. The owners, Helen and Hien [Nguyen], have a good eye for putting outfits together, which makes them great buyers, and you can see that in their store. They have a well-edited and current version of what’s fashionable, and they make it super simple to pick out the perfect outfit.

What do you look for when you shop?

Things that I can multi-task in. I’m a really boring shopper. I look at what I need. Before I go, I pull everything out from my seasonal closet — okay, from under my bed — and make sure I don’t already have it. I take impeccable care of my clothes so they last. I still hand-wash, and I organize my closet about once a week.

Do you think clothes can be an investment?

Yes, but not if you follow the trends too closely. For example, I think our love affair with the “it” bag (that bag that everyone must have) is over now, but for a while we were all talked into spending a lot of money on these bags. But the “it” bag dates quickly, because it’s a trendy bag. Better to buy a bag that has maybe one element of that trend — maybe a little rouching, or a tiny bit of big hardware. It’ll last you three or four seasons, and you’ll get your money’s worth.

How can people incorporate fashion daily on budget?

Invest in a few classic pieces. Leather is always a good investment, a good pair of shoes and boots, and keep your trends for accessories. I always think in threes in terms of wardrobe. Three is the magic number. You only need three purses, three jackets, three pairs of jeans, three blouses and three blazers.

What piece of advice would you give women not sure how to shop for clothes?

Fit is so important. No matter your size, everyone has a waist. If your clothes are tailored right, you can show it off. And pumps are your friends; they are so incredibly versatile, and can take you from day to night in a flash.

Where do you want to be in 10 years?

In Calgary, but hopefully I’ll be able to retire to somewhere warm. In terms of Frost, having it as a national brand, and launching my second clothing line. Not sure what that’ll be, yet, but something that’ll compliment Frost.