Premium Culture Club started off as a dream of young designer Aurellia Nelson, but just recently she was given the chance to make it real. Aurellia has spent many years in her community being the Kwakiutl Art and Language resource worker. Her home territory is Tsakis (Fort Rupert) just outside of Port Hardy, BC. She recently resided in Nanaimo, BC for school. She is in her third year at Vancouver Island University (VIU) where she is enrolled in the Indigenous studies program. After completing the program she wants to continue school to complete the Social Work degree.
This brand was created to share the traditions and values of the Kwakwaka’wakw people through art. She hopes to bring awareness and inspiration to both the non-indigenous and indigenous communities.
The brand name itself has a story she used ‘Premium Culture’ because the Native/Aboriginal/Indigenous culture is not ordinary but in fact a very wealthy culture. She then added ‘Club’ to the name to allow it to be opened to everyone and make people feel welcomed to be a part of such a strong clothing brand.
As our brand continues to grow, our community does as well. Premium Culture Club has branched off in many ways to support our community such as donating profits of sales to non-organizations and organizations that help our people. Our two collections that contributed to these donations are the "YOU MATTER" and our orange t-shirts.
We created the "YOU MATTER" collection to support suicide awareness. The design represents healing and is a reminder that you are not alone. The non-organization we have chosen to support is the Vancouver Island Crisis Society (www.vicrisis.ca) which goes towards their suicide prevention line. For more information you can check out their website!
Our Indigenous community has a rich history that has been over looked for generations. 2021 has been the hardest year for our people as one of the most traumatic times in history has been brought to light. that is Residential School. we created orange clothing to show that our support. It all started with canceling Canada Day and continued for September 30th for Truth and Reconciliation Day. Outside of our clothing bringing awareness we have also taken part in events in our communities to take part in voicing our part where needed. When ordering an "ALL OUR CHILDREN ARE LOVED", "WE ARE STILL HERE" and our orange "NEW GENERATION" clothing we donate part of the profit made to the Indian Residential School Survivors Society (www.irsss.ca) .For more you can check their website out or go to one of our social media pages where their poster is shared.