NOPé originated in 2019, with neck warmers and then the first hoods, handcrafted in Saguenay by Samaëlle Belley, the brand's founder.

Initially sold locally, these products gained visibility in 2020 through an online store, a few points of sale, and the Salon des métiers d’art, paving the way for broader regional distribution.

NOPé draws its name from the world of textiles, referring to the French verb noper, which means to remove knots, called "nopes", from a thread or fabric. Its past participle, nopé, evokes the action accomplished: a worked thread, purified of its irregularities.

This image inspires a brand committed to detail and authenticity. By adding a distinctive accent, NOPé expresses its Quebec heritage and its ambition to stand out with modernity.

Catherine Sauvageau's arrival in 2021 transformed NOPé. Leaving the banking sector for entrepreneurship, she initiated a phase of structuring the company: incorporation, brand protection, computerization, and strategic partnerships.

Budgets expanded, and so did ambitions. NOPé is no longer limited to Saguenay: the vision is clear, to become a national brand.

2022 is off to a good start: NOPé accessories are attracting more and more interest. Confident, the founder is launching a clothing collection in the spring. Sweaters, t-shirts and biker shorts are available.

Despite a launch supported by solid marketing tools, the initiative fails and jeopardizes the company. A refocus on flagship products and new investments ultimately ensure NOPé's survival.

In 2023, a new chapter begins: Catherine Sauvageau acquires NOPé and becomes its President and CEO. Under her leadership, the refocus is clear: the brand is dedicated exclusively to head and neck accessories.

Clothing disappears from the collections, while systems are optimized, the online community grows, and retailers multiply throughout Quebec.

The Sports Experts adventure began in Saguenay–Lac-Saint-Jean, with Jonquière, Chicoutimi, and Chibougamau as its first allies. In just three years, NOPé multiplied its sales points, growing from 3 to 23 across Quebec.

Behind this growth: the trust of retailers, close relationships, and an ever-growing loyal community.

2024 marks a creative turning point: NOPé is designing its own collections. The hoodie and hood covers collections feature original colors and patterns, designed entirely in-house.

At the same time, the brand is making its debut in the children's universe by presenting exclusive models with playful and colorful touches.

By the end of 2024, NOPé had taken Quebec by storm. The team decided to take the plunge: testing Ontario. The market reaction was spectacular. Sales exceeded forecasts and confirmed that the brand, born in Saguenay, could establish itself elsewhere. The dream of pan-Canadian expansion began to take shape.

In the summer of 2025, NOPé needs to find a solution for its surplus of generic fabrics that have become useless. The idea emerges: transform these stocks into handmade fleece sweaters, one by one, in Jonquière.

Offered in a very limited edition, these sweaters, perfect for cool evenings, are a huge success and sell out quickly. A big thank you to Ruth and her team of seamstresses.

In fall 2025, NOPé is updating its flagship product: the helmet cover. Its design is being revamped to better fit ski and snowboard helmets. More fitted, it now offers an adjustment system for increased comfort. An improved version that confirms the helmet cover as a must-have for winter sports.

In the fall of 2025, NOPé will be available at Simons. With its 19 department stores across Quebec, Ontario, Alberta, British Columbia, and Nova Scotia, Simons allows the Saguenay brand to be available from coast to coast. Now distributed in some sixty points of sale, NOPé is taking its place on the national stage.