Ay Lelum is a multi-generational artist collective and Fashion Design House located on the Snuneymuxw First Nation in Nanaimo, BC, Canada. They create art, fashion, music and land-based urban design projects specializing in the traditional Snuneymuxw Coast Salish art style. Founded by sisters, Aunalee and Sophia in 2016, Ay Lelum features artwork by their brother, the late Joel Good, and father, the late Dr. William Good. Mentored in fashion design by their mother, Sandra Moorhouse-Good, they also feature her designs and artwork. Ay Lelum creates culturally appropriate, wearable art garments and accessories for everyone to wear. Ay Lelum records their own music in English and hul’q’umi’num’ language and are verified Spotify Artists with music on major streaming platforms. Each collection is inspired by stories, songs, art and cultural teachings shared by their late father, while following cultural protocols and hul’q’mi’num’ law to create a modern form of storytelling through fashion.
Ay Lelum was awarded a 2018 Indigenous Business of the Year Award through the BC Achievement Foundation and are recipients of the 2021 Excellence in Culture Award through the City of Nanaimo. Ay Lelum also have Original Original and Authentic Indigenous accreditation, as well as are members of CCIB.
