Businesses come and go, but one long-standing store has remained a fashion pillar in Edmonton: Gravitypope, the Whyte Avenue footwear and clothing store known for its selection of timeless, quality pieces. Pioneered by founder and owner Louise Dirks in 1990, the brick-and-mortar store has grown from a solitary footwear store, specializing in a variety of imported styles, to a modest fashion empire that now spans eight stores across Canada, plus a booming online presence.
Though seemingly commonplace now, importing clothing and footwear from other countries to Edmonton was practically unheard of prior to 1992, when the United States, Canada and Mexico ratified NAFTA. Until then Canada relied heavily on domestic production for its clothing. Dirks was inspired by the fashion she saw overseas, not just at trade shows in New York and France, but also in countries like Nepal, Morocco and Guatemala. She wanted to bring brands like Pantanetti from Italy, and Red or Dead from England to Edmontonians — making Gravitypope the only local shop of its kind importing footwear in the ’90s.
Dirks’ international tastes gave the shop a reputation for unique selections and styles. “(West Edmonton Mall) had just sort of started in 1981,” recalls Dirks. “So we were pretty unique, and still are, because we were bringing things that were not readily available in the marketplace. And that’s what I’ve always been good at.”
As demand grew, word spread. Shoppers were driving in from other cities just to visit the store. Gravitypope expanded, first to Calgary, then Vancouver. They launched a website, opened a second Edmonton location — this time for apparel — and eventually opened up shop in Toronto.
Scaling a business like Gravitypope hasn’t been easy. “There have been ups and downs,” says Dirks. “Staffing can be hard, and making ends meet is difficult.” Still, she’s proud of what she’s built. “We have a really loyal client base that’s grown with us, and I feel proud of the fact that I’ve made it this far.”
Gravitypope’s identity has always been rooted in quality. Whether it’s a timeless pump heel, or an artisan-made Italian loafer, the focus has remained consistent: durable, ethically made goods that stand the test of time.
Dirks puts special care into choosing brands. She favours smaller labels that value craftsmanship, materials and sustainability. “Most brands that I carry, I really try to think about where they’re made, how they’re made and what they’re made of.”
Some of the brands she holds in high regard are Moma, a family-run Italian label known for its leather footwear, and Trippen, a Berlin-based shoe duo, and many others.
Dirks has seen plenty of styles cycle in and out since the ’90s — like the rise and fall, and rise again, of Doc Martens and Birkenstocks. Yet, even with the presence of social media, pivoting fads and big names, Gravitypope, while it keeps up to date on trends, doesn’t chase them. “I pride myself on not jumping on trends because they don’t last very long,” she says.
Dirks says, by prioritizing quality and sustainable fashion, the company makes people slow down and think about what they’re wearing, where it comes from and how to build a wardrobe that is as long-lasting as the business itself.
