Maple isn’t exclusively a men’s label, but the line’s eclectic and personal pieces resonate with men, the founder says.Supplied
Austin McMahon describes Maple, his celebrity-approved jewellery line, as a brand that draws from everyday references turned “chaotic.” The Vancouver label, which specializes in playful silver and gemstone pieces, takes inspiration from music, vintage design, sports and more.
Born in Edmonton, McMahon was a construction worker and electrician before he began to establish Maple in 2013, exploring a creative calling. The brand was initially focused on socks, hats and leather goods, with a “Canadian heritage vibe, almost like Roots,” he said. A trifecta of influences – music (including nineties figures such as Kurt Cobain), skateboarding and Japanese streetwear culture – informed his early aesthetic.
In 2017, after being introduced to a manufacturing partner at the Man/Woman trade show in Paris, McMahon’s focus gradually shifted toward jewellery.
“I started to trust my own vision with things,” he explained. “Jewellery was way more interesting. I was way more excited making these little sculptures.”
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The brand evolved from traditional signet rings and art-deco-inspired designs toward something more eclectic and personal.
“Eventually, I started getting weirder,” McMahon said. “I’ll use classic shapes, but then kind of modernize them with weird details and add oddball references.”
One of his pendants, for instance, nods to the obscure 1972 R-rated cartoon Fritz the Cat, and a ring riffs on the Grateful Dead’s iconic bear logo, created in partnership with the beloved jam band. Many Maple designs rework familiar pop culture imagery, such as hip hop grills, zodiac signs and sports iconography. Others function as the jewellery equivalent of a logo flip, channelling the irreverent spirit of bootleg merchandise and DIY T-shirts. When I met with McMahon in Vancouver last month, he wore a New York Yankees-inspired pendant featuring an “M” in place of the baseball team’s iconic “N.”
Every season, the founder compiles a mood board of disparate references before starting work on a new collection. “I spend six months cataloguing. It could be architecture, it could be someone else’s jewellery, even modern guys making stuff. It could be vintage. I pull a lot of ideas from jewellery I find in estate sales,” McMahon said.
Although Maple isn’t exclusively a men’s label, many of its marketing visuals, including its Instagram page, feature cool-looking guys wearing the pieces. It’s a big reason the line resonates with men, according to McMahon.
“We don’t take things too seriously, and I think that comes across,” he said, highlighting the bandana ring and the floral band as two of the brand’s most popular designs.
The jewellery designer also noted that men tend to be more adventurous the second time they purchase a piece. “First, it’s a simple chain, then they come back for a ring, then all of a sudden, you’re a full-on jewellery guy.”
The label specializes in playful silver and gemstone pieces, taking inspiration from music, vintage design, sports and more.Supplied
Maple’s beginnings are closely tied to Canadian retailer Haven, whose founders, Daniel and Arthur Chmielewski, were early partners. Haven, also established in Edmonton, now operates in Vancouver and Toronto. And although the Chmielewskis are no longer involved in Maple, McMahon still considers their store one of its closest partners and retailers.
Daniel praised McMahon’s “keen eye for culture and style,” saying that Maple is a direct reflection of his personality. “People know when something comes from an authentic place, and there’s a natural attraction there to people and things that are authentic.”
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Haven’s buying director, Trevor Schrader, added that “Austin is an eccentric guy, and his affinity for deep diving into culture, media and craft inspires his designs.” He said McMahon’s perspective and “deeply personal design language make every product he makes easily recognizable as Maple.”
Later this year, the brand will release a collaborative collection with Japanese clothing and bag label F/CE. Maple also previously worked with London-based Sub Sun on a line of vintage-inspired eyewear that came out in 2024. McMahon is eyeing Vancouver real estate for a hybrid showroom and office space.
Aside from an assistant, Maple remains a one-man show, with the founder overseeing nearly every aspect of the business.
“I told myself, once I reach a certain point, then I’ll let somebody else come in and help. But I got there, and I still want to do everything myself,” McMahon said.
