Winnipeg is often considered a creative Mecca, with its long, hard winters forcing everyone inside and leaving them to their own devices.

What may be surprising for some is how truly hard it is for an artist to become successful, even when their talent is apparent. Sadly, this is the difficult life of the independent designer in Winnipeg, as Andrew Bickford explained over the phone.

The creator, designer and manufacturer of Lennard Taylor started his predominantly denim line upon returning from a stint in Europe.

Frustrated with the garments he would find in stores, he always ended up altering them himself.

Shortly after, Lennard Taylor was born, with the line’s moniker taken from his two middle names.

The first garment he created from scratch was a pair of jeans.

“As I worked on a lapel collar, I just couldn’t stop thinking about those jeans,” Bickford says.

Bickford is not quite sure why he prefers denim over so many other textile options, but he loves denim’s aging process, and how “you can scuff it up and it looks completely different.”

When asked about the hardships an indie designer faces, Bickford lamented the public’s expectation that clothes should be inexpensive.

“It is difficult to make people recognize your craft as unique, and as something worth paying for,” he says. “The general public wants to pay $20 for a pair of jeans, but it takes time to create the product, and $20 does not equal 20 minutes of work.”

A balance must be created, and this means that Bickford must set his prices much lower in order to get his product into the hands of consumers. This often means that he makes less than minimum wage on his garments.

He stresses, however, that there are many benefits to being stationed in our fair city, including a low cost of living and the availability of copious machines and skilled workers.

However, he doesn’t do it for the money, but because he loves it.

“I take each day as it comes,” he says. “If my line ends up in New York, I’m happy. If not, I just feel blessed enough to keep doing what I love. I don’t care if (my line is) big in the world.”

Earlier this month it was rumoured that Bickford was planning a move to Toronto, but he quickly puts that rumour to rest.

However, he has been offered an opportunity, which he can’t comment on yet, that involves his other passion: painting.

“I feel blessed that someone recognized my efforts,” he says. “I’m happy to be moving forward.”

Whatever the opportunity turns into, it’s not the only time Bickford’s efforts have been recognized.

Just this past Orientation Week at the University of Winnipeg, this writer noticed a student sporting a distinctive Lennard Taylor denim vest out on the quad, and the University of Winnipeg Students’ Association’s own Tyler Blashko is a huge fan.

Blashko recently had a pair of jeans custom made for him by Bickford, and he absolutely raves about them. He not only loves how they look, but because they are custom made, they’re incredibly comfortable to wear.

“Totally worth it,” Blashko says of the price. “You just don’t go out and get a pair every Friday.”

Visit www.lennardtaylor.com.

Published in Volume 66, Number 3 of The Uniter (September 15, 2011)