From our home turf: why a mascot and a distinct brand

Why did a spinning mill named Makeloo Studio also develop a second brand, De par chez nous, with its own mascot? The answer lies in a simple but important strategic distinction: two audiences, two very different types of commercial relationships.

Two brands, two audiences

Makeloo Studio represents the company's institutional brand: the one we use in our relationships with partner farms, funding organizations, certification programs, and all the expertise and training we offer. It is the brand that carries our technical credibility, our methodological rigor, and our professional influence, through our affiliations such as IWTO or the Woolmark Learning Centre.

De par chez nous, on the other hand, is the brand intended for the general public: the one you find on our skeins in stores, at our shows, and which carries the warmer, more accessible promise of 100% Quebec wool, traceable to sixteen partner farms in Lanaudière. The accompanying mascot thus becomes the central visual symbol of this direct relationship with you, our customers — a friendly and accessible face for a story that, behind it, relies on considerable technical rigor.

A strategic, not cosmetic, distinction

This distinction is not just a matter of superficial brand image. It reflects a very concrete reality of our business model: the same company must be able to speak the technical and rigorous language required by its institutional partners, while maintaining a warm, accessible, and emotional tone for its direct customers, who are primarily looking for an authentic connection with the material and its origin, rather than a technical exposé on microns and certifications.

What this means for you

Understanding this distinction allows you to better understand what you are really buying when you choose a De par chez nous product: a simple and warm promise — local, traceable, proudly Quebec wool — which is underpinned by all the technical and institutional rigor carried by the Makeloo Studio brand itself. The two brands are never in competition: they complement each other, each playing the role for which it was designed.

Discover our De par chez nous skeins →

Source: Makeloo Studio Laine Québec Inc. Business Plan (2026).