From Tradition to Runway – Ay Lelum, The Good House of Design

Built on a powerful family legacy, this Coast Salish fashion business traces its roots back to the late1980s, when the founders’ parents launched a groundbreaking Indigenous clothing line called Ay Ay Mut. At a time when few supports existed for Indigenous entrepreneurs, they helped break barriers and redefine what Indigenous business could look like while paving the way for future generations to access opportunities and organizations like NEDC. Raised in an art studio where art, culture, and storytelling were inseparable, Aunalee Boyd-Good and her sister, Sophia Good, alongside their brother and feature artist, the late Joel Good, grew up immersed in creative practice from visual arts to music and language revitalization. Today, that legacy continues through fashion that brings traditional Coast Salish art into everyday life, blending culture and contemporary expression. Each design tells a story, reflecting lived experiences and honoring the teachings passed down through generations, including those by their father, the late Dr. William Good, and the high standards in the arts instilled by their mother Sandra Moorhouse-Good, who is their garment design mentor.

From humble beginnings, creating couture at the dining table and selling pieces from a car-turned-showroom, the Good family has grown into an internationally recognized brand, with milestones including New York Fashion Week and Paris Fashion Week showcases. Along the way, they have remained grounded in their traditional teachings, while also amplifying Coast Salish art, culture, language and music, at the same time, nurturing the next generation, and creating space for Indigenous voices to thrive through cultural revitalization. With the support of NEDC, they have been able to expand their vision and sustain their work, something they credit as essential to their journey. Despite personal loss, their work continues as a tribute to their late father and brother, with collections like Bright Stars and YOUR SPIRIT, honoring their lives and their incredible artistic legacies. Looking ahead, the business is focused on intergenerational knowledge transfer, creative collaboration, and documenting their story through art, fashion, and language ensuring that their culture, and the spirit within it, continues to inspire and empower for years to come.

Photo credit: Derek Larmour