Grass roots

>> Question Authority and the new gold rush

by CARL AMABILI

Alicia Dion and Colin Burnett of Question Authority hemp wear are fashion-industry trailblazers. Their small, home-based company has seen many changes over the last few years. Now that hemp farming is legal in Canada, this newly created industry can begin to compete in a variety of markets--from fibre to food to building materials. Over-the-table mainstream hemp awareness is turning a controlled substance into a cash crop. The government's in on it, banks and big business are down with it, farmers and entrepreneurs of all types are catching the buzz.

There's gold in that there weed.

"It's just like when the independent music scene suddenly went commercial--you had to roll with it," offers Colin. "The fashion industry has found a new material that is as strong as it is hip. Hemp wear has moved beyond the novelty item to a legitimate quality product."

When I mention that old potato-sack hippie hemp crap that deadheads and phish phiends make their smocks and tie-died skirts out of, Colin and Alicia both gasp in horror and simultaneously scream, "No!"

Alicia assures me those days are over. "Some inferior products are very shabby but hemp clothing should be strong. The myth must be dispelled that hemp wear isn't competitive with other fabrics. You will notice that with Question Authority clothing--it's street wear, it's a brand name. Prices are the same as other labels, only ours is legitimate hemp clothing."

Just for a moment, think of Ross Rebagliati, think of skaters and pot-leaf paraphernalia. Think of the many billions of dollars a year spent by North American youth. Now then, is anybody surprised that USA Today recently ran a two-page spread covering this fall's harvest? The hemp issue was recently raised in U.S. Congress. Although growing hemp remains illegal in the States, its reputation as a viable, lucrative crop is on the rise.

Colin expects the whole industry to explode within the next five to 10 years. "It's been called green gold or the new gold rush. Really, though, hemp is not a 'get-rich-quick' scheme. But it is a good long-term investment, a commitment that is bound to pay off sooner or later."

Alicia agrees: "Question Authority is expanding and expanding. We keep receiving new orders from all over North America. We had to hold back on new clientele as we've been getting our production up and ready for the larger orders.

"By spring, our business will have doubled. People really like the name and what we stand for. We are expanding from mostly hemp boutiques and moving on into skate and snowboard shops. Our new spring line will include women's fashion, skate shorts and cargos, plus new jackets and hats. We are also doing a line of political T-shirts."

You can find out more about Question Authority and what they're all about on their Web site which will be online by month's end. Their clothing is available at Chanvre En Ville and Je L'ai.