A New Horizon

Soaking up serious down time on the shore of Lake Ontario means total relaxation for the owners of Bustle Clothing.

When it comes to the ultimate in county cool, look no further than the power couple who live down by the lake in Wellington. Ruth Promislow and Shawn Hewson are Bay Street lawyers who founded Bustle Clothing – a way-hip Canadian label – back in 2002 and along the way got turned on to the joys of Prince Edward County. In 2021, they invested in a second home for themselves and their two kids, Georgia and Griffith, as a dreamy respite, and now the two fantasize about one day spending more of their time at their lakeside place; they love it that much.

Ruth and Shawn’s personal love story began in 1995, when they met at law school in Toronto – though they insist they were just fun-loving, good buddies at first. “She’s a cool chick, and I noticed that right away,” laughs Shawn. After graduation they started dreaming up their own fashion brand, based on their passion for vintage clothing. “We loved the thrill of a vintage find,” Ruth explains, “and that was what inspired the start of Bustle.”

“We used to go to Kensington Market together and find really cool things,” reminisces Shawn. “And there’s so much to draw on when you look at vintage.”

Their line, which runs the gamut from swimwear and streetwear to red carpet fare is famous for its cheeky twist on men’s classics, and is coveted by spirited style aficionados for its playful, statement-making pieces. But Shawn admits a bit of naïveté also had a hand in fuelling their aspirations. “We knew about business and we knew about fashion, so we figured it should all be pretty straightforward,” he says. But the fashion business can be a monstrous one, and ruthlessness runs rampant. Not surprisingly, the pair faced disillusionment at first.

“We came from an industry – law – where people have to do what they say. And we got into an industry where the expectation is that people are not going to do what they say!” laughs Ruth.

“You know how people love to talk,” continues Shawn. “They say, ‘Ah, we’re gonna take you to the next level! I’ve got all these connections in Italy and you guys are gonna be the next big thing!’ All that talk is alluring and interesting when you’re new in the fashion business. And when you’re trained in a world where doing what you say is a requirement, it can be a little misleading or discouraging when you realize that some people aren’t always telling you the truth.” Nevertheless, Ruth and Shawn were tenacious and hung on to their fashion dreams. “These little bits of success keep you going. You know, when Jeanne Beker interviews you [for Fashion Television] and tells you your collection’s fabulous, it’s really inspiring!” laughs Shawn.

I distinctly remember the dynamic couple in the early days of their collections, sending out their imaginative fare on the runway at Toronto Fashion Week. I knew they were on to something and thought the fact that they had their law practices as a backup was brilliant; unlike many other struggling designers, desperate to make it, Ruth and Shawn could afford not to take themselves too seriously. And that’s always a big plus in a business that’s rife with drama.

Nowadays, Ruth continues to practise law, while Shawn works full time on their Bustle business. Besides offering its own original designs, the label collaborates with a number of international and national brands, from Audi and Vespa to the Four Seasons Hotel Toronto and the City of Las Vegas, creating unique corporate uniforms. Locally, Bustle did the uniforms for Picton’s Royal Hotel.

The decision to buy a property in the County came to Ruth a little sooner than it did to Shawn. “During the pandemic, we went to the Lakeside Motel for our anniversary,” she says. “I was staring out at the water thinking, This is what I want. This would be amazing, if I could just look out at this!” Without telling Shawn, she started looking at properties and found one right next to the Lakeside. The 1980s bungalow had good bones but design-wise, it needed some work.

Always on the lookout for vintage finds, the fashionable couple cite Picton’s City Revival as one of their favourite places to shop.

When Ruth first suggested buying the property to Shawn, he was reluctant. “Don’t be ridiculous!” he said. But Ruth pushed back. “I love staring out at the water, and Shawn always needs a party or some action nearby. And to have the Lakeside and the Drake and the whole village of Wellington right there…” She took a chance and decided to make her pitch again. “I told him there was never going to be a property like this for us that just had the things that we both want.”

“She was right,” admits Shawn. “It’s this little oasis set back from the road, and you’re on the water – you can be at the Lakeside pool and you can walk to any of the great restaurants in Wellington within a minute. You can go to an art gallery. You can go for a coffee and ride your bike around the Millennium Trail. There’s a million different things you can do within walking distance! I wouldn’t be good at a cottage. I wouldn’t love travelling down the lane 20 minutes just to get to the cottage road. I’m the guy who wants to go to the store for the olive oil to see what’s happening,” he laughs. “So is that what made you choose the County over buying something in cottage country?” I ask. “I love Lake Ontario,” sighs Ruth. “The lake is like an ocean to me. We have a horizon we look across, and that’s all we see. There’s nothing more relaxing than a body of water that moves and where you have a horizon, and we get waves up to five feet or more with what I call our Ocean Spray.”

“But it’s also what we just talked about,” claims Shawn. “There are restaurants and art galleries and a cool food scene and a social scene and people are doing all kinds of incredible things in the County.” “Also cottage country is more of a seasonal place,” puts in Ruth, “where people visit for one season and then leave. But the local community in the County is amazing – incredibly interesting, dynamic people who have moved here and also carry on their careers. I think I can be very fulfilled spending most of my time here.”

With all their preoccupation with the fashion business, I ask Ruth and Shawn if their new environment has inspired their sense of style, and perhaps gotten their creative cogs turning. Shawn is quick to answer. “Absolutely it has. When people ask me where I get my inspiration, I usually say it’s constant. I’m always looking at the way people are dressing, what they’re wearing and the way they’re wearing it. It’s something that we both do all the time. And the fashion in the County is a great expression of who the people are. It’s not trend driven, which we’ve never been.” They both love to see the way people style themselves. Always on the lookout for vintage finds, the fashionable couple cite Picton’s City Revival as one of their favourite places to shop.

But one of the endearing things about Ruth and Shawn is their love of people. “Our place really works for entertaining. For Shawn’s 50th, we had people booked everywhere in the County,” she says. “And it’s fabulous,” adds Shawn, “because you bring together all of your people from everywhere – your County friends and your city friends, and your old, old friends and your school friends. And what a place to do it!” Sounds like a party with the Bustle duo could well become one of the most coveted social invitations in the County, not only because of its eclectic mix of people but undoubtedly its inspiring display of cool and irreverent sartorial style.