In the heart of Toronto’s artisan scene, a new Canadian brand is making waves—quite literally. LI/NE, a woman-owned company founded by Anela Dujsic and her mother Lily, is taking a distinctly nautical route into the fashion and lifestyle market by transforming discarded sailcloth into striking, one-of-a-kind bags.
Blending function with design, and sustainability with storytelling, the brand is quickly carving out a niche among environmentally conscious consumers, sailing enthusiasts, and lovers of handmade Canadian design.
The origin story of LI/NE is as unique as its products. Dujsic, who previously worked in the fashion industry with brands such as Eileen Fisher and Canada Goose, began toying with the idea while taking sailing lessons one summer. It was there that inspiration struck.
“I was doing these lessons and thought sails were such cool material—so durable and visually interesting,” she said in an interview. “At the same time, I learned that about 97% of sails end up in landfills. That just didn’t sit right with me.”
Her solution? She made herself a duffle bag from an old sail. “People loved it. Friends told me I should make more. My mom was especially encouraging. She said, ‘Let’s actually do this. Let’s make this a project together.’”
The brand’s name, LI/NE, cleverly combines both their names—Lily and Anela—and also references the lines used on a sailboat.
A Passion Project Becomes a Business
What started as a side project has grown into a burgeoning brand. Initially treated as a family passion initiative, with Dujsic still working full-time, the business gained momentum over the past year.
“I finally stepped into it more full-time. We redid the line, invested in doing some larger shows—One of a Kind, the International Boat Show, Cottage Life, and the Interior Design Show. The traction we’ve received since has been amazing.”
In April 2025, LI/NE received a grant to open a temporary retail store at Stackt Market in Toronto. The experience provided the brand’s first physical storefront and offered valuable insights into consumer behaviour.
“Having the store was so impactful,” said Dujsic. “It let us tell the full brand story and allowed customers to physically interact with the product, which is important when your material is as unique as sailcloth.”
The Art—and Effort—of Upcycling Sails
Though the material is technically free, the process of transforming sailcloth into a consumer-ready product is far from easy.
“People assume we’re getting this material for free and that’s that. But there’s a huge labour cost in preparing the sails,” Dujsic explained. “We have to pick up or coordinate drop-offs, inspect them for damage, and then cut, soak, pressure wash, and run them through a washing machine.
Beyond cleaning, the sails vary in size, fibre type, and condition. The most common material used is Dacron, a polyester fabric known for its durability. Racing sails, on the other hand, may include carbon fibre or Kevlar—each with its own production quirks.
The bags themselves are sewn by a small network of seamstresses in Ontario, including a primary partner based in Burlington who has experience with marine textiles.
“It’s a specialized process,” said Dujsic. “You need industrial walking foot machines to sew this material. Not every seamstress—or sewing machine—can handle it.”
One-of-a-Kind Products with a Strong Identity
LI/NE’s product range currently includes duffles, pouches, totes, and their standout bestseller: the Ice Bucket Beverage Bag. This unique design can hold six bottles or cans, be filled with ice, and features a drainage hole for water runoff—making it a favourite among cottagers and sailors alike.
Each piece is inherently unique, due to the one-of-a-kind nature of the sails used. “Even when we have colour accents, they come from remnant rolls or seconds from sailcloth manufacturers,” said Dujsic. “That way we can offer some visual consistency—say, a white bag with an orange base—while preserving the uniqueness.”
Prices range from $45 for small pouches to $260 for the more complex duffles and totes, placing the brand within a mid-premium bracket.
LI/NE also creates greeting cards with sail offcuts, turning even scraps into design features. “Some people frame them,” said Dujsic. “They’re little works of art.”
Collaboration with Sail Canada and Scaling Challenges
A key development in 2025 is LI/NE’s new partnership with Sail Canada, the national governing body for the sport. The collaboration is intended to raise awareness around sail donation and to streamline collection efforts at major sailing events, starting with a pilot initiative in Kingston.
“The limiting factor in our growth is how many sails we can source,” Dujsic admitted. “This partnership will help us reach sailors across the country and give them a clear path to donate.”
To date, individuals who donate sails are offered a free bag made from their sail (when the material allows), though LI/NE is exploring other models such as offering discounts, depending on what the donation yields.
The brand is also beginning to sell through a small group of wholesalers in cottage and sailing communities, including Prince Edward County, Salt Spring Island, and Muskoka. They’ve even completed custom co-branded pieces for the Royal Canadian Yacht Club in Toronto.
Retail Experience as Brand Education
One of the most powerful aspects of LI/NE’s business model is its ability to educate consumers on sustainability in a tactile way. At the Stackt Market popup, Dujsic even brought in a portable Barracuda Command sewing machine to demonstrate bag construction live.
“People were fascinated,” she recalled. “They couldn’t believe the bags were made from old sails. It totally reframed their understanding of waste. That’s exactly what we want to do—present something so beautiful and well-made that the fact it’s upcycled surprises people.”
Looking Ahead
While LI/NE doesn’t yet have plans for a permanent store, the retail experience proved there’s demand—and that the brand has room to grow. “We’re not quite at that stage yet,” said Dujsic, “but we’re getting there. Right now, we’re focused on expanding our wholesale and event presence, scaling our production, and increasing sail donations.”
The team is currently preparing for Chester Race Week in Nova Scotia, one of the largest sailing events in North America, and exploring additional partnerships that can support both material acquisition and brand visibility.
A Family Affair with a Global Message
At the heart of LI/NE is not just a mother-daughter partnership, but a clear mission: to reimagine waste, celebrate craftsmanship, and promote sustainability.
“Upcycling isn’t always easy,” said Dujsic. “But it’s necessary. We’re trying to show that waste can be transformed into something beautiful—and that design and responsibility can coexist.”
As LI/NE continues to chart its course across Canada’s retail landscape, it’s doing more than selling bags. It’s telling a story—of family, of innovation, and of a more thoughtful way to engage with the world around us.
