In a retail world overflowing with transactional trends, something deeply purposeful, and radically international, is unfolding in SoHo. At 456 West Broadway, The Canvas SoHo has opened as a curated crossroads of more than 40 global brands, each aligned with the UN Sustainable Development Goals. Their motto: “Creation Unites Nations.
At the heart of the launch is Reet Aus, an Estonian designer turned environmental activist. As a PhD-holding senior researcher at the Estonian Academy of Arts, Aus pioneered the UPMADE® certification, a science-based method empowering industrial upcycling that reduces CO₂, water, and raw-material use across fashion supply chains.
Fashion Diplomacy
In Estonia, her bold cut and sew t-shirts are instantly recognizable, not merely for their minimalist aesthetic, but for the values they signal. As both an entrepreneur, founding Reet Aus Collection in 2012, and a respected academic, she bridges theory and practice in advancing circular fashion. Her work has earned the prestigious German Ecodesign Award, Estonia’s Order of the White Star, and a place among the Top 20 Responsible Leaders in Northern Europe.
“We’re excited that The Canvas SoHo recognizes the future of circular design and the value of industrial upcycling, which are at the core of the Reet Aus brand,” said Aus. “This collaboration allows us to jointly advance truly sustainable fashion practices in one of the world’s most influential fashion hubs—New York. The success of our partnership with The Canvas SoHo demonstrates that sustainability is not only compatible with fashion—it is essential to its future.”
The Estonian connection to The Canvas runs deep. In 2024, First Lady of Estonia Sirje Karis hosted an exclusive cocktail reception at The Canvas World Trade Center, celebrating Estonian creativity and strengthening cultural ties between Tallinn and New York.
That spirit continues in SoHo, where Estonian Design House presents a curated selection of the country’s most innovative creatives, alongside La Nadia Jewelry, known for its sculptural, ethically sourced designs.
“Reet Aus’s work proves that fashion can be a tool for global change,” said Devin Gilmartin, Co-Founder of The Canvas. “With La Nadia Jewelry, Estonian Design House, and dozens of other like-minded brands, we’re creating a space where innovation, cultural heritage, and responsibility meet—and where New Yorkers can connect directly with the stories behind the products they wear.”
The Canvas is also doubling down on showcasing high tech, cutting edge products, collaborating with range of designers utilizing 3D printed footwear technology. Syntilay, “The Canvas is about empowering brands to enter retail as their authentic selves. Our Syntilay 3D printed shoes represent the future of what footwear can look like and require the right partner to demonstrate this exciting innovation.”
Fitasy, another 3D printed footwear brand founded by MIT engineers, is also joining The Canavs SoHo, having hosted a launch party during New York Fashion Week which attracted over 1,000 guests in one evening in partnership with MONAD.
“We’re excited to make Fitasy available at The Canvas SoHo to introduce the future of footwear to New York,” said Kevin Wu, Co-Founder and Chief Business Officer of Fitasy. “Our 3D-printed designs seamlessly blend precision engineering with sustainable materials, proving that true innovation honors both performance and responsibility. This collaboration brings our vision—shoes engineered for unmatched comfort, built to last, and created with zero compromise between style, performance, and the planet—directly into the dynamic NYC fashion arena. At Fitasy, we believe fashion is not just about looking good but feeling empowered and making conscious choices that push the boundaries of style while respecting our peers and planet.”
The Canvas SoHo is becoming gathering place for conversation, education, and the tangible application of Fashion Diplomacy.
This summer More collaborations with other nations are on the way, The Canvas said, with further diplomatic engagemenets and partnerships slated to be announced this fall.
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