The man behind the label is Shae Barry, a 25-year-old Calgary student.
He describes the line as an eclectic combination of European and Oriental influences. The clothes are solid, bold, energetic and designed to be combined and layered. Practicality and comfort are primary too.

The styles are not trendy but still push classic shapes past conventionality. Co-ordinates are designed to flow into the next season.

Barry spent two years at the Alberta College of Art studying to become a commercial artist. His career direction changed when he discovered that it was possible to make a living doing something he liked.

Barry said that not being able to find clothing he liked forced him to design his own clothes while in high school. He added that, today, the progressive feel in his line is often attributed to his age.

Being a young, Western Canadian designer are two factors that seem to work against Barry. The sentiment that he "could do better out east" is a prevalent one through the buying community.

"When I first began designing, about six years ago, there were many designers working and making some interesting things. I would have to say that out of 10, there are only two left.

"If they're good, they leave and that's why the West is unsophisticated fashion-wise," Barry said.

"Buyers are surprised that there is anything going on out there. Most have a preconceived idea that no one can do anything and that is frustrating!"
This designer is determined to open up the minds of Eastern buyers, and judging by the number of awards his collection has taken in the past, he is bound to succeed.

Phasion was brought to international attention in January 1990 when three pieces were sent to the International Modeling and Talent Association Designer Showcase in Los Angeles. There, Barry became one of the first Canadian designers ever to place; being awarded runner-up and two honourable mentions.

Two months later, Phasion took a triple crown at the Foundation for Alberta Designers annual competition. His designs received first place for ladies eveningwear and best overall designer for his creations.

Barry explained that his pieces are based on a concept called 'collectable clothing.' Different collection s are not released seasonally but pieces are being added to the entire line as it progresses. Different fabrics are used to accommodate the changing season and enhance the previous season's designs.

For the most part, Barry imports his fabrics from Italy and Paris but he also uses domestic cottons and silk.

"I can't stand pastels. There are certain colours that could be taken for a pastel but I use a sun-bleached version of pure colours.

"Shades of black, white, gray, taupe and khaki can be worn with any other colour and still give the garment a cool look. Within the colour spectrum are hot and cool shades so you could have a warm black and a cool black," Barry said.

"In terms of style, I am the only one who is doing the styles I do. I have find tuned my designs to my personal style so any copies that are done are quite bad."

Looking towards the future, Barry said he will continue the custom-design end of the business. He expressed hope to own a house that will feature a retail operation and thus give him the freedom of showing his designs as he sees fit. He added that he intends to stay exclusive.

Due to the obstacles he has faced, Barry said he is still a little in awe of his progress.

"I just keep toddling along. When I look at how far I've gone since I started… In the pat two years I've gone from what I did on my own to just being able to order fabrics in larger quantities. I've done it all by financing myself.

"Essentially, I want to be able to say Alberta, here I am and I'll make you proud."