Since 2012, we’ve been rewriting the rules of fit - made for bodies, not gender.
- CLASSIC BRAND PACKAGE
- LEAGUEWEAR BRAND PACKAGE
This isn’t a shift. It’s the next chapter - designed for the future of womens sport.
ABOUT
Why “Peau de Loup” (pronounced: Poe duh Loo)
Peau de Loup, translating to “Wolf Skin,” was named as a tribute to a timeless metaphor - a wolf in sheep’s clothing and in honor of the founder’s memère, a guiding force who loved fiercely and unconditionally.
The name carries deep personal significance. As someone who often felt like they didn’t quite fit in, the founder was seen and accepted by their memère in a way that shaped their sense of self. She offered a rare kind of love the kind that affirms, protects, and empowers.
Peau de Loup is more than just a name. It represents a space where authenticity flourishes and meaningful human connection is at the core. It stands as a tribute to her spirit and a vision for a community built on love, honesty, and the freedom to show up as your whole self.
Peau de Loup where PDL is more than an acronym its the proudly different league
OUR STORY:
Our journey began over a decade ago when gender-neutral options were virtually nonexistent.
Driven by a personal commitment to challenge convention, we pioneered a fit system based on body shape and size, not gender. What started as a solution for a gap in the market has grown into a movement of self-expression, sustainability, and inclusion.
We didn’t wait for permission. And we’ve been moving forward ever since.
Peau de Loup was never just about fashion. It’s about claiming space and making sure others can too. We design for the in-between. The overlooked. The ones rewriting the rules in real time.
We’ve built a loyal, values-driven community and earned recognition through collaborations with Urban Outfitters, Simons, and artists like Tegan and Sara.
We made history when we suited up Canada’s Women’s National Soccer Team, and we’re now bringing that same energy to licensed women’s sports outfitting the fans who’ve always shown up, but rarely been seen. As the demand for inclusive, intentional apparel accelerates, we’re leading the charge.
Our move into this space isn’t a pivot.
It’s a natural evolution.
MISSION:
To build products that challenge convention, celebrate identity, and make space for the full spectrum of our Community.
VISION:
A brand as diverse as the individuals we represent.
As a purpose-driven company, we cultivate a community-led culture that embraces inclusivity and champions difference striving for positive change through authentic, intentional design.
PURPOSE:
We are the trailblazers, the founding members of a league that broke down the binary long before it was trendy.
Our purpose is clear: to fix a fractured fashion system.
Because fashion should never define who you are it should help you show up as your most authentic self.
Adelle Renaud
Co.Founder,
Product and Creative Director
adelle@peaudeloup.com
Ashlie Grilz
Director of Partnerships
ashlie@peaudeloup.com
Mx.Bex
Photography and Community Builder
bex@peaudeloup.com
@peaudeloup
When you share, we'd love to follow along!
Tag us: @peaudeloup
Follow + Feature: Instagram | TikTok
Hashtag: #ProudlyDifferentLeague
MANTRA
BORN FOR THOSE WHO GREW UP FEELING DIFFERENT
THE KIDS WHO YEARNED TO FIT IN YET DARED TO STAND OUT,
THE DREAMERS, RULE-BREAKERS, AND EVERYTHING IN BETWEEN.
IF YOU'VE GROWN TIRED OF SCOURING THE WOMEN'S SECTION FOR
THE LEAST GIRLY ITEMS OR PRETENDING TO SHOP FOR A 'BROTHER'
IN THE MEN'S SECTION JUST TO FIND THE STYLE WITHOUT THE FIT,
THE STRUGGLE ENDS HERE!
WELCOME TO THE PROUDLY DIFFERENT LEAGUE (PDL), WHERE,
CONTRARY TO WHAT YOU'VE BEEN TAUGHT, FASHION KNOWS NO GENDER.
WHERE WASTE WILL BECOME WEAR. POCKETS WILL BE FUNCTIONAL,
AND CLOTHING WILL BE FIT WITH PURPOSE! IN OUR WORLD, WE
ACKNOWLEDGE OUR HIPS BUT NOT ACCENTUATE THEM.
WE ARE THE TRAILBLAZERS AND FOUNDING MEMBERS; WE DISMANTLED
THE BINARY LONG BEFORE IT BECAME TRENDY. OUR PURPOSE IS CLEAR:
TO FIX THE FRACTURED SYSTEM IN FASHION.
BECAUSE, LET'S FACE IT, FASHION SHOULD NOT DICTATE WHO YOU ARE;
IT SHOULD BE THE TOOL THAT MAKES IT EASIER FOR YOU TO BE YOUR
AUTHENTIC SELF.
IN THE PROUDLY DIFFERENT LEAGUE, THE ONLY RULE IS TO BE YOURSELF.
SUSTAINABILITY
Embrace The Waste
Since our inception in 2012, we’ve proudly committed to making clothing exclusively from upcycled and deadstock fabrics! Sourced from factories around the world. It’s our way of transforming waste into wear and minimizing our environmental impact.
For our partners and collaborators, here’s what that means:
Intentional, Impactful Design
By working with what already exists, we reduce the need for new production and give materials a second life. Each product carries a unique story—one of sustainability and purpose.
Limited Runs, Exclusive Feel
Because these fabrics are limited in quantity, every production run is exclusive. This adds an intentionality and rarity to each collection that customers truly value.
Color & Fabric Availability
Since we’re not creating new textiles, we have less control over exact colors or fabric compositions. When we find a great fabric, it tends to go fast so quick decisions are key to securing your desired material.
We call this approach Embrace the Waste. It’s bold, it’s resourceful, and it’s how we do things differently.
PRIMARY LOGOS
COLOURS
PRIMARY COLOURS
CMYK: 94 59 54 41
RGB: 0 67 77
HEX: 00434d
Pantone: 547 C
CMYK: 85 24 74 8
RGB: 28 136 101
HEX: 1c8865
CMYK: 23 0 89 0
RGB: 206 219 82
HEX: cedb52
SECONDARY COLOURS
CMYK: 0 80 97 0
RGB: 238 90 49
HEX: ee5a31
Pantone: 7579 C
CMYK: 16 20 0 0
RGB: 208 99 225
HEX: d0c7e1
CMYK: 13 0 2 0
RGB: 218 240 245
HEX: def0f5
Pantone: 290 C
NEUTRALS
CMYK: 71 65 64 69
RGB: 38 38 38
HEX: 262626
CMYK: 7 7 13 0
RGB: 234 22 217
HEX: eae4d9
CMYK: 0 1 0 0
RGB: 254 252 254
HEX: fefcfe
TYPOGRAPHY
ed nimpkiSh
is our standard header font.
Use it boldly, but thoughtfully.
Use only one cursive letter per word, and never style full words in cursive.
Use cursive sparingly and sporadically for emphasis. Only the following letters may appear in cursive:
A, E, H, L, M, N, R, S, U, W, Y
The leading should match the font size, and tracking should be set to 30.
Supreme
is great for subtitles and body text.
Use it bold and in ALL CAPS for SUBTITLES.
For short taglines, use medium weight in ALL CAPS to keep things sharp
It’s our standard for body text — clean, direct, and easy to read.
The leading should match the font size, and tracking should be set to 0.
this is a heading
in ed nimpkish.
THIS IS A SUBTITLE IN SUPREME.
This is body text in Supreme. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Curabitur non nulla sit amet nisl tempus convallis quis ac lectus.
THIS IS A TAGLINE IN SUPREME.
VOICE & TONE
We’re not trying to please everyone. We’re speaking directly to the people who never felt seen. We write for them. We design for them. And we show up, every time, with pride and purpose.
Peau de Loup was born for those who grew up feeling different—the kids who grew tired of scouring the women’s section for the least girly items or shopping the men’s section to get the look, but never the fit. The ones who didn’t see themselves in fashion, so they decided to change it.
Our tone reflects that same spirit—honest, cheeky, and grounded in lived experience. We exist to flip the script on traditional fashion, building clothing for bodies, not binaries. For us, it’s not about fitting in—it’s about fitting right.
We speak to our community like teammates and old friends. With warmth, wit, and conviction. Always rooted in purpose. Always pushing the system forward.
1. CHEEKY,
NOT CUTESY
Our humour is smart, subtle, and deeply relatable.
We challenge the status quo with a wink, not a lecture.
We don’t do fluff—we do fashion that makes a point.
2. CLASSIC,
NOT STIFF
Timeless styles, modern intention.
We nod to tradition, but we never stay stuck in it.
We know the rules so we can break them.
3. CONFIDENT,
NOT ARROGANT
We’re self-assured because we’ve done the work.
We’re not here to follow trends—we’re here to build a better system.
Our pride is quiet, grounded, and earned.
4. INCLUSIVE,
NOT PERFORMATIVE
We see you. And we mean it.
Our language reflects the real world: fluid, diverse, and constantly evolving.
We don’t tokenize—we uplift, and we listen.
5. PRACTICAL,
NOT BORING
Yes, our trousers have real pockets.
Yes, that shirt fits your body and your vibe.
Our clothes are built for real life. With real intention.
VERBIAGE
Every word reflects a truth. Every phrase serves a purpose.
Write with purpose. If it doesn’t say something real, we cut it.
Keep it clever. Humor and heart go hand in hand.
Use plain language. No buzzwords, no BS.
Be body-aware, not body-shaming. We name what exists, not what needs to be "fixed."
Speak from lived experience. If we haven’t felt it, we don’t fake it.
BEFORE & AFTER COPY EXAMPLES
before:
“We make gender-neutral basics.”
“Unisex fashion made for everyone.”
“We believe fashion should be inclusive.”
after:
“We make clothes that fit bodies—not binaries.”
“For the ones who never fit into men’s or women’s. You’re not alone.”
“Fashion should help you show up—not shrink down.”
LANGUAGE DO'S & DON'TS
words we use:
fit, purpose, tailoring, upcycled, pocket power, fluid, spectrum, classic, timeless, queer joy, non-binary, silhouette, structure, ease, everyday wear, design, truth, comfort, identity, style, rebuild, community, individuality, self-expression
words we avoid:
unisex, genderless (unless in context), trendy, feminine, masculine, premium, influencer, sexy, fashionista, universal fit, pink tax
COPY FORMULAS THAT WORK FOR US
Identity-Affirming:
“Clothes for the ones who’ve always been somewhere in between.”
“You don’t have to change your body to wear our clothes.”
Subtle Defiance:
“Functional pockets. Because duh.”
“Built for bodies. Not for gender stereotypes.”
Rooted Pride:
“We’re not new to this. We’ve been disrupting since 2012.”
“We made button-downs that finally buttoned up right.”
Community-Centric:
“Designed by people like you. For people like us.”
“This isn’t a trend. It’s our truth.”
HOW THIS COMES TO LIFE
Social Captions
“You found the shirt you’ve been looking for since high school. (We got you.)”
“Our pants have pockets. And principles.”
“Fit. Function. F*ck the binary.”
Product Taglines
“Tailored for truth.”
“Rebuilt to fit.”
“Timeless styles for bodies that don’t fit a template.”
Email Headers
“Your new favourite fit just dropped.”
“Style, meet substance.”
“Fashion for the in-between.”
Since 2012, we’ve been rewriting the rules of fit - made for bodies, not gender.
This isn’t a shift. It’s the next chapter - designed for the future of womens sport.
ABOUT
WE ARE A COLLECTIVE OF RULE BREAKERS, HISTORY MAKERS AND GAME CHANGERS.
It’s a historic moment for women’s basketball in Canada.
With the arrival of the WNBA’s first-ever Canadian team, Peau de Loup is launching an exclusive retail collection that celebrates the game, the movement, and the fans who have been waiting for this moment.
This is just the start and we are looking forward to supporting fans across different women’s sports leagues across Canada and the US.
THE EVOLUTION INTO THE PROUDLY DIFFERENT LEAGUE™
PDL started as Peau de Loup—a fashion brand built for bodies, not gender.
Rooted in tailored fits, upcycled materials, and a defiant stance against the binary, we redefined how clothing could fit, feel, and function. We challenged norms quietly, cleverly, with style that spoke for itself. Now, we’re expanding the conversation.
PDL™ isn’t just a brand name anymore. It’s a league. The Proudly Different League™ is a cultural movement—and the birthplace of Leaguewear™.
This new category exists where fashion and fandom collide. Where representation isn’t just a feature—it’s the foundation. While traditional fanwear has been an afterthought—ill-fitting, over-branded, and gendered—Leaguewear™ is intentional. It’s designed for the fans who’ve always been here but never felt seen.
Queer fans. Women. Non-binary folks. The ones who show up, cheer loud, and wear their truth. We’re not just building clothes. We’re building community.
Because identity is not a trend—and belonging isn’t optional.
@peaudeloup
When you share, we'd love to follow along!
Tag us: @peaudeloup
Follow + Feature: Instagram | TikTok
Hashtag: #ProudlyDifferentLeague
MANTRA
WE'VE BEEN HERE TOGETHER—ON THE SIDELINES,
IN THE STANDS, RAISING OUR VOICES IN THE MOMENTS
WHEN HISTORY WAS QUIETLY BEING MADE.
AND WE WITNESSED IT ALL.
BECAUSE WOMEN'S SPORTS AREN'T JUST SOMETHING
WE FOLLOW. THEY'RE SOMETHING WE CELEBRATE, TOGETHER.
WE DIDN'T WAIT FOR PERMISSION.
WE DIDN'T WAIT FOR APPROVAL.
WE SHOWED UP AS ONE.
AND WE ALWAYS WILL.
WELCOME HOME. YOU'VE FOUND YOUR TEAM.
WE DON'T JUST WEAR OUR TEAM COLORS—WE WEAR OUR TRUTH.
IN FABRICS THAT DEFY EXPECTATIONS, IN SILHOUETTES THAT HONOR
WHO WE ARE, IN DESIGNS BOLD ENOUGH TO MATCH OUR PASSION.
CLOTHING AS UNAPOLOGETIC AS THE FANS WHO WEAR IT.
IF YOU'RE HERE, YOU'RE PART OF OUR MOVEMENT.
BECAUSE PDL IS MORE THAN AN ACRONYM.
IT'S THE PROUDLY DIFFERENT LEAGUE.
A COLLECTIVE OF RULE-BREAKERS, GAME-CHANGERS,
AND HISTORY-MAKERS.
A COMMUNITY WHERE EVERY FAN BELONGS.
FANBASE
Our core audience is the highly engaged women’s sports fan, a demographic that has historically been overlooked by mainstream sports merchandise.
This is more than just a product category—it’s a retail opportunity that aligns with one of the fastest-growing fan movements in sports history.
SUSTAINABILITY
Embrace The Waste
Since our inception in 2012, we’ve proudly committed to making clothing exclusively from upcycled and deadstock fabrics! Sourced from factories around the world. It’s our way of transforming waste into wear and minimizing our environmental impact.
For our partners and collaborators, here’s what that means:
Intentional, Impactful Design
By working with what already exists, we reduce the need for new production and give materials a second life. Each product carries a unique story—one of sustainability and purpose.
Limited Runs, Exclusive Feel
Because these fabrics are limited in quantity, every production run is exclusive. This adds an intentionality and rarity to each collection that customers truly value.
Color & Fabric Availability
Since we’re not creating new textiles, we have less control over exact colors or fabric compositions. When we find a great fabric, it tends to go fast so quick decisions are key to securing your desired material.
We call this approach Embrace the Waste. It’s bold, it’s resourceful, and it’s how we do things differently.
LOGOS
The Proudly Different League™ logo isn’t our main brand mark—it represents our community ethos. Use it when speaking to the movement, not the merchandise.
Peau de Loup—where PDL is more than an acronym, it’s the Proudly Different League.
COLOURS
PRIMARY COLOURS
CMYK: 84 51 0 0
RGB: 42 118 185
HEX: 00434d
CMYK: 0 80 97 0
RGB: 238 90 49
HEX: ee5a31
Pantone: 7579 C
CMYK: 23 0 89 0
RGB: 206 219 82
HEX: cedb52
SECONDARY COLOURS
CMYK: 94 59 54 41
RGB: 0 67 77
HEX: 2a76b9
Pantone: 547 C
CMYK: 85 24 74 8
RGB: 28 136 101
HEX: 1c8865
CMYK: 13 0 2 0
RGB: 218 240 245
HEX: def0f5
Pantone: 290 C
NEUTRALS
CMYK: 71 65 64 69
RGB: 38 38 38
HEX: 262626
CMYK: 7 7 13 0
RGB: 234 22 217
HEX: eae4d9
CMYK: 0 1 0 0
RGB: 254 252 254
HEX: fefcfe
TYPOGRAPHY
Satoshi
IS OUR BOLD HEADER FONT.
It can appear in ALL CAPS or sentence case, but should only be set in bold or black.
The leading should equal the font size, and tracking should be set to -40.
Supreme
is great for subtitles and body text.
Use it bold and in ALL CAPS for SUBTITLES.
For short taglines, use medium weight in ALL CAPS to keep things sharp
It’s our standard for body text — clean, direct, and easy to read.
The leading should match the font size, and tracking should be set to 0.
VICTOR MONO
IS USED ONLY FOR SMALL, SPECIFIC CALLOUTS
IT MUST ALWAYS BE SET IN BOLD ITALIC AND ALL CAPS.
THE LEADING SHOULD SIT SLIGHTLY ABOVE THE FONT SIZE — AIM FOR AROUND +10 AND ADJUST PROPORTIONALLY.
TRACKING SHOULD BE SET TO 0.
This is a heading
in Satoshi Black.
THIS IS A SUBTITLE IN SUPREME.
This is body text in Supreme. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Curabitur non nulla sit amet nisl tempus convallis quis ac lectus.
THIS IS A TAGLINE IN VICTOR MONO.
VOICE & TONE
The Proudly Different League rallies behind a bold, unapologetic voice rooted in joy, pride, and representation.
It’s where sport and self-expression collide in a loud, spirited, and always fan-first way.
We speak with clarity and conviction, championing identity while embracing playfulness and purpose. Our tone is vibrant and rallying, infused with the energy of the locker room and the warmth of our chosen family.
More than just merch, our gear is a celebration of community made to be worn loud and proud.
This isn’t just about sports. It’s about belonging, expression, and claiming space on and off the field.
1. BOLD,
NOT BRASH
We make strong, confident statements without alienating.
We rally people in, not push them away.
We don’t shy away from hard truths—but we always speak from care.
2. ENERGETIC,
NOT CHAOTIC
Our language feels like game-day hype: quick, sharp, full of momentum.
Short sentences. Punchy lines. No filler.
We speak like teammates with something to say and someone to say it to.
3. CHEEKY,
NOT CUTE
Humor is welcome—especially when it’s clever, irreverent, or real.
We never go for cutesy or surface-level quips.
Wit should hit; we aim for insight over inside jokes.
4. GROUNDED,
NOT GENERIC
We write the way we speak: casual, direct, and full of heart.
Everything we say should feel like it comes from lived experience.
Our fans are smart. We don’t overexplain.
5. WARM,
NOT POLISHED
We make space for emotion. For joy. For rage. For pride.
Our copy feels like someone with great taste and even better values.
We speak from the heart—not a corporate playbook.
VERBIAGE
Every word rallies the team—bold, clear, and unapologetically proud.
Start with action. Lead with verbs to keep momentum high.
Keep it tight. Write like a chant, not a novel.
Drop the jargon. Plain talk wins.
Use inclusive language. Always.
Mirror the rhythm of sport. Build tension, release it.
Rally the reader. Speak like the fan in the front row.
BEFORE & AFTER COPY EXAMPLES
Before:
"We are passionate about providing inclusive fan gear."
"Proudly Different League is about belonging."
"Our designs are for everyone."
After:
"Made for fans who've never seen themselves on the merch table."
"We're not just fans. We're a movement."
"We make gear for those who've been told they don't belong."
LANGUAGE DO'S & DON'TS
Words we use:
belonging, unapologetic, hype, proud, play, fan-first, bold, queer joy, roots, spectrum, locker room, chosen family, legacy, fight, rally, reimagine, disrupt, story, sweat, sport
Words we avoid:
cute, premium, feminine, masculine, unisex, consumer, influencer, demographic, aspirational, lifestyle, fashion-forward
COPY FORMULAS THAT WORK FOR US
Rally Cry:
“This isn’t just merch. It’s a message.”
“When we say ALLPLAY, we mean everyone.”
Fan-Focused:
“You’ve waited long enough for gear that fits.”
“You belong on this field, in these stands, in this story.”
Playful Punch:
“Women’s sports are gay.”
“Our pronouns? Loud / Proud / Game-ready.”
Inclusive & Impactful:
“50:50 isn’t the finish line. It’s the starting point.”
HOW THIS COMES TO LIFE
Social Captions
“We don’t play by the rules. We rewrite them.”
“Queer joy is a sport. And we’re winning.”
“Finally, gear that fits who you are—not who you’re told to be.”
Product Taglines
“Game-day fit. Everyday pride.”
“Built for movement, made for belonging.”
“Rep your truth. Rock the stands.”
Email Headers
“Fan gear, reimagined.”
“It’s more than a jersey.”
“Wear your pride on your sleeve.”