How Line Cooks Started This Brand

A Long Journey to Get Here

When I first began designing aprons, it was just me and a vision, one that was difficult for many to understand at the time. It was a brand new role I created. Your Personal Chef Stylist.

I was offering early one-of-a-kind collections to cooks and chefs, but most restaurants weren’t quite convinced yet. I also did not figure out the proper fit yet until a few months later when I began personally fitting chefs across the city and taking photos to post on instagram. I don’t blame them. I had no portfolio, no press, no proof, just an idea that uniforms in hospitality could be reimagined with branding, personality, intention, and style.

Back then, no one had heard of a fashion designer stepping into the world of hospitality. It was (and still is) a male-dominated industry where tradition outweighs trend. I knew I could not start with convincing executive chefs who didn’t even have the time to meet someone who is new to the industry. The line cooks, the up-and-comers, the younger generations gave me my start. They were interested to hear how I wanted to change the industry and they were willing to do it with me by giving my aprons a chance! They were the first to wear my aprons. And today, many have grown in their careers and became executive chefs and have their restaurants where I dress the entire teams front and back.

In the kitchens where my clients were, the question would always start with:

“Where did you get that apron?”

From there, it all grew—slowly but steadily. I started receiving direct messages on Instagram, emails, and inquiries from chefs across the city. One by one. Day by day. Order by order. I built a client list from NOTHING, and it was entirely through word of mouth and relationship building.

Eventually, sous chefs and executive chefs started noticing. They began to trust the quality of my work. Some restaurants even began outfitting their entire team but that took a year of convincing. I made it my mission to help leaders understand that investing in their staff isn’t just about uniforms, it’s about identity, morale, and how they present themselves on the world stage. 

In those early days I did everything myself from designing to photographing to deliveries. It was a one-woman operation, driven by passion and belief in something greater. I am still a one-woman operation today handling every little detail of running the company.

Today, that same passion continues to shape everything I do. With the launch of the website, I’ve opened up my collections to a wider audience while still maintaining the heart of what makes Chef & Co Canada special—intentional design, small batch production, and personal connection.

I’m now working on The Atelier Series, an exclusive line created for apron club members and those seeking something truly limited. This new chapter is already leading to exciting collaborations and welcoming new clients who value craftsmanship and individuality.

If you don’t see the apron you’re looking for on the website in the colours or sizing you need, please reach out. I’m accepting custom orders and working on ongoing restaurant /hotel /cafe projects and openings and I’d love to work with you to create something uniquely yours.

📧 Email: hello@chefandcocanada.ca

📩 Instagram DM: @chefandcocanada

💬 WhatsApp: click contact on instagram

🧵 @chefandcocanada

Let’s make something meaningful together.

With gratitude,

— Patricia Wong

Founder & Designer, Chef & Co Canada