Our Story
OUR WHY
Guided by Netukulimk
OUR ROOTS
Our work is grounded in the Mi’kmaw principle of Netukulimk (ned-ouu-goo-limk) – living in balance with all beings, and respecting the connection of land, water, and sky. It reminds us to only take what we need, respect the earth as a relative, and give back when resources are used.
That’s why we produce small quantities, on-demand, with designs that remind us of our responsibility, and relationship with the land.
Bringing Indigenous voices back to the outdoors
OUR VOICE
The outdoor industry has long been full of voices, but rarely ours. Jokom Outfitters exists to shift that. Our apparel carries messages like Stay Grounded, which are simple reminders of our connection to the land, wherever we stand.
When you wear Jokom Outfitters, you’re encouraging Indigenous presence in outdoor spaces that we’ve always protected, loved, and belonged to.
To help nourish that connection, we donate a precentage of our profits to grass-roots and organizations working toward equal access to the great outdoors.
Built to last. Designed with respect.
OUR PROMISE
Every Jokom piece blends Mi’kmaw values with modern outdoor design. We prioritize natural and recycled materials, partner with small Canadian businesses, and make gear meant to be worn for years, not seasons.
When you choose Jokom, you’re backing an Indigenous-owned, women-led business that represents both the bush and the city, creating belonging no matter where you come from.
“Your purchase is more than apparel. It’s a story you wear.”
MEET THE FOUNDER
Kendra Barberstock (Paul)
Proud member of Sipekne’katik First Nation
The outdoors has always been where my spirit feels most alive. My earliest memories are camping with family, and to this day, I can still hear the laughter echoing between the pines and fuelling the fire. Growing up mostly in the city, it was those family moments out in the bush where I felt most connected to the stars and the land.
Those moments shaped my love of the outdoors and ignited a desire to help others discover their own connection to the land. What began as a creative outlet as a teenager grew into Jokom Outfitters, a company where Mi’kmaw lifestyle, design, and storytelling come together.
Through Jokom, I carry forward the knowledge passed on to me, blending tradition with modern design to create gear that serves to educate, give back to the land and people, and strengthens Indigenous voices.
Use our Hashtag
#ShareNaturesStory
Growing up, I learned that we are the protectors of the land. Yet I've also seen the barriers that keep people from accessing it and feeling like they belong there.
#ShareNaturesStory was born from experience, from a need to make outdoor spaces feel welcoming and inclusive to individuals who are Black, Indigenous and People of Colour (BIPOC). To remind everyone that we all share nature's story.
We're only visitors here, simply people in Mother Nature's everlasting story.
When you tag #ShareNaturesStory, you're joining something bigger than a hashtag. You're celebrating the connection we all have to the land. You're uplifting each other to get outside more for mental health, for physical well-being, for those moments that make us feel most alive. Whether it's your first camping trip or your hundredth hunt, your story with the land matters.
We believe in the power of storytelling at Jokom Outfitters and that's why we feature the stories shared with #ShareNaturesStory on our platforms. Share yours. Inspire someone else to take that first step into the great outdoors.
Start sharing today!
Because when we share nature's story, we all belong.
Follow us & tag #ShareNaturesStory
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Stay Grounded Tee
Regular price $50.00 CADRegular price -
Jokom Outfitters Tee
Regular price $45.00 CADRegular price -
Land Therapy Tee
Regular price $55.00 CADRegular price -
Off to the Bush Tee
Regular price $55.00 CADRegular price
