Eeyou Istchee Lifestyle

🧡 Indigenous pride, lived and worn.

Eeyou Istchee Lifestyle began with the story of Raymond Jolly, who left his home in Waskaganish at 13 to pursue hockey and education — a journey that eventually led him to entrepreneurship. While studying Business Management & Entrepreneurship and later Project Management, Raymond discovered a calling much deeper than running a business: creating something that honours his Cree identity and uplifts his community.

On May 24, 2021, that calling became reality with the launch of Eeyou Istchee Lifestyle — a clothing brand built to inspire pride, confidence, and cultural connection among Indigenous people everywhere. More than apparel, the brand is a celebration of identity and a reminder that Indigenous roots are something to be worn with strength and joy.

Through bold designs, thoughtful storytelling, and a growing social media presence, Eeyou Istchee Lifestyle empowers wearers to embrace who they are and where they come from. The name itself, “Eeyou Istchee,” means Indigenous land — not in a sense of ownership, but as a shared home and living heritage.

Proudly Indigenous-owned, the brand stands as a testament to resilience, unity, and the power of representation. When you wear Eeyou Istchee Lifestyle, you’re not just putting on clothing — you’re carrying forward a legacy.