STAFF SPOTLIGHT: AUBREY

How long have you been with Danali?

I worked at Danali on Bell Ave in Winnipeg for two years (1982–83) before purchasing the store in August 1986. Today, we are located at 100-530 Kenaston Blvd.

Favourite thing about owning a small business?

After nearly 40 years of owning the store, I’ve found it offers constant community involvement—building relationships, lending a hand, and forming lasting friendships. What keeps you moving forward is the ability to wear many different hats, most of which you love but with business ownership comes challenges you have to face. Plus, you're always thinking about work, deeply involved in its progress and challenges—an essential part of the journey, though more often than not, it's fun. At the same time, the ability to come and go has purpose—making time for high-priority things like family and community work, both of which are very close to my heart.

Describe your personal style

My style is pretty simple—comfortable and reflective of where I am in life right now. I’m confident enough to wear a t-shirt and jeans just about anywhere. There are the occasional times I’m going out for dinner and will throw on a sport jacket, but mostly, I stick to a black t-shirt from Patrick Assaraf and my XX-013 Pure Blue Japan denim. I’ll mix in a white, off-white, or grey shirt now and then, but on those days, I feel a little different—not quite like myself.

Which brands 2025 spring collection are you most excited for?

There's a brand called Wax London out of the UK, and right now, it's one of my favourites. For me, the brand nails the details, colour, and texture in a way that's cutting-edge, yet still easy to wear.

What is your go-to coffee order?

Every day, no matter where I am, I start my morning with a grande quad Americano from Starbucks—half a raw sugar, half a cream. When it's made right (which it usually is), it's the best way to start my day. I know not everyone loves Starbucks, and I do appreciate supporting local coffee shops, but for me, nothing quite hits the spot like this.

Denim you are reaching for and why?

My XX-013 from Pure Blue Japan. I love a good pair of premium denim and have been a fan of Japanese denim for years. We carry so many incredible brands, all dedicated to making the best denim, but I’m a creature of habit—so it’s easy for me to reach for my PBJ's. They’ve been fading for about 2.5 years, with just one or two washes, and they’re looking pretty good. My advice? Find your favourite pair of jeans and wear the heck out of them!

How to explain price vs quality? 

I like the idea of buying a few items I know I’ll wear and make use of. My dear mother taught me that lesson. She has clothing from the first year I bought the store—39 years ago—and she still wears it today. She washes it by hand, and it looks brand new. It always puts a smile on my face thinking about my mom wearing pieces from the mid-'80s. It just goes to show that when you take care of your stuff, it can last a very long time.

Favourite restaurants and cafe’s in Winnipeg?

That’s tricky since they're always changing. Winnipeg has so many talented chefs and incredible restaurants and bakeries but if I had to pick a few favourites, I'd say Deer + Almond, Né de Loup, Nola, Yujiro, Nicolino's, Friend Bakery, Harth, Parcel Pizza, Aroma Bistro, and Wall Street Slice—just to name a few!

Danali started an initiative called Winnipeg Favourites. Each year, we release a new edition highlighting must-visit spots across the city—from bakeries and coffee shops to restaurants and grocers—making it an easy guide to exploring Winnipeg’s food scene.

We offer tote bags for $30 and prints for $10, with 100% of the proceeds from the prints going directly to Harvest Manitoba —a way for us to give back in more ways than one.

Your favourite piece to show women?

Definitely an essential t-shirt from Patrick Assaraf, specifically the ribbed modal fabric, it's just beautiful. It's a great layering piece and comes in a tank top, long sleeve shirt and soon in a short sleeve. 

Your favourite piece to show men?

Well, I’m definitely going to show them a Whiting Shirt from Wax London. It’s a great overshirt that comes in a variety of colours and patterns. It’s an essential piece for your wardrobe, elevating a casual outfit to something more dressed-up. There’s a reason we’ve carried this style for three seasons now—it’s a piece that’s synonymous with the brand. I can always spot someone wearing it, and it’s fun to say, “Oh, is that a Wax London shirt?,” Then you strike up a conversation about the brand itself.

Your goal for Danali this year in terms of the store? 

The number one goal is to create an environment that’s more understanding, calm, comfortable, and nurturing for everyone at every level—whether it's staff or clientele.

Right now, we're focused on redesigning certain aspects of our 3,000 sq. ft. store to better accommodate our growing staff. We're also reorganizing the back office to create a more comfortable and efficient work environment.

Your personal goal for Danali this year? 

As an entrepreneur, you’re constantly adapting and learning to keep up with change. Something comes at you and you can't just talk about it or complain. You need to deal with it, resolve it and move forward. It's all part of the journey.

Favourite place that you've travelled?

I’d have to say Kenya, Africa. In 2012, my wife, kids, and I took a trip that was especially close to my heart. Spending time together in the Maasai Mara and doing volunteer work made it a truly life-changing experience.

Some Words of Inspiration to Young Entrepreneurs… 

Be willing to put the work in to make your dreams come true. I was 23 with little formal education when I took this leap and have never looked back. Through hard work, determination and a passion to succeed, Danali has become what I envisioned from the start, strong and successful.