Innovation

The innovation behind True North Pin Up Magazine lies in how it connects and empowers women through a national pin-up community, while challenging outdated social norms. Founded in 2018 in Alberta, Canada, by a journalist and pin-up enthusiast, the magazine was created after the founder noticed there was no Canadian platform that celebrated this community. She saw a gap and decided to bring together pin-up groups from across the country, building one inclusive and supportive network that stretches from Vancouver Island to the East Coast. This innovation goes beyond publishing it’s about building a safe, empowering space where women of all backgrounds can express themselves freely and feel seen.

The magazine’s approach is unique because it flips traditional pin-up culture on its head. Instead of focusing on appearance or male approval, contests are judged by women, and empowerment, confidence, and community involvement are the key criteria. They share personal stories, highlight diverse voices (including Indigenous and LGBTQIA2S+ communities), and advocate for equality. This directly contributes to UN SDG 5 (Gender Equality) by empowering women to reclaim their image and narrative, and to build supportive networks that challenge sexism and body shaming.

In addition to its social impact, True North Pin Up also incorporates environmental responsibility, aligning with SDG 12 (Responsible Consumption and Production). The magazine prints limited-edition issues on recycled Canadian paper, avoids overproduction through one-off printing, and is developing a subscriber model to reduce waste. By combining cultural empowerment with sustainable practices, True North Pin Up is innovating both socially and environmentally to create a more inclusive and responsible future.

Inspiration

The inspiration behind True North Pin Up Magazine is deeply personal and rooted in the founder’s journey toward healing and empowerment. After leaving an abusive relationship, she was searching for a sense of belonging and discovered it through car shows and the pin-up community. As she explained in the interview, “True North’s Pin-Up Magazine began after I left an abusive relationship. I was searching for community and found it through car shows. I loved dressing up with a group of women and attending those events it made me feel alive again.”

Her motivation grew from wanting to not only find community but to create a supportive, inclusive space for other women as well. She began hosting her own car show as a fundraiser for women’s shelters, and when she realized there was no Canadian pin-up publication to promote it, she decided to start one herself. Her background in journalism helped her combine writing, media, and community building in a natural way.

Beyond her personal story, she was also inspired to challenge the sexist culture often found at car shows. She shared that early on, “we were often judged by ‘greasy car guys.’ We decided to change that.” By flipping the judging system to focus on empowerment and by women judging women, she helped shift the culture toward respect and confidence. Her vision is driven by a belief that “women can change the world” a value that shapes every part of True North’s mission for empowerment, inclusivity, and equality.

Overall impact

The innovation of creating a national, inclusive pin-up community through True North Pin Up Magazine has had clear impacts on the business, society, and the environment. In the short term, the innovation allowed the founder to fill a gap in the Canadian pin-up scene by connecting isolated regional groups under one platform. This boosted the magazine’s visibility and established it as a unique publication in Canada. As she explained, “We’ve connected pin-up communities across Canada from coast to coast to coast. Before, groups were very isolated by region. Now, women from Vancouver Island to the East Coast are part of one supportive national community.” This immediate connection expanded the magazine’s audience and strengthened its brand identity.

Socially, the innovation created an empowered community that challenges traditional beauty standards and sexism. In the short term, contests judged by women shifted the focus from appearance to confidence and community involvement. Over the long term, this has built a strong sisterhood where women feel supported and valued. “It’s created a true sisterhood. Women know they have a supportive network anywhere in Canada. When someone struggles whether it’s illness, financial issues, or personal hardship we rally to help,” the founder shared. Evidence of this impact can be seen in the growing participation at events and the increasing number of women joining the community.

Environmentally, their sustainable printing practices such as using recycled Canadian paper, limited editions, and one-off printing, have reduced waste and overproduction. In the short term, this lowered printing costs and waste; in the long term, it supports SDG 12 by promoting responsible consumption. Future plans like a subscriber model and collaborations with sustainable designers further demonstrate their commitment to lasting environmental impact.

Business benefit

Because the business created a national network and inclusive platform for Canada’s pin-up community, True North Pin Up Magazine has experienced steady growth and opened new opportunities. By launching the first and only 100% Canadian pin-up publication in 2018, the founder filled a clear market gap, connecting communities that were previously isolated. This innovation led to a growing readership across the country and allowed the business to build a strong, recognizable brand. As the founder shared, “We’ve connected pin-up communities across Canada from coast to coast to coast.” This expansion has increased event participation, social media engagement, and visibility, which in turn has helped generate revenue through magazine sales, contests, collaborations, and events.

Because the business focused on empowerment, inclusivity, and storytelling, not just imagery, it has also opened new markets and collaborations. True North has attracted photographers, designers, and artisans from across Canada who want to be part of the movement, helping the magazine diversify its offerings. The plan to launch a subscriber model will help regulate print volumes and generate more predictable revenue streams, while also making the business more environmentally and financially sustainable. Collaborations with Canadian designers using deadstock fabrics represent a new product area that aligns with both their brand and sustainability goals.

Finally, by creating a supportive and inclusive community, the business has strengthened participant and contributor retention. People feel valued, respected, and inspired to keep engaging with the platform. These efforts have set the stage for future investment opportunities, expanded reach across Canada, and long-term business stability rooted in both social and economic impact.

Social and environmental benefit

This innovation benefits society by creating a national platform for empowerment, inclusion, and cultural connection. By uniting pin-up communities across Canada, True North Pin Up Magazine provides a safe, welcoming space where women can express themselves freely and build meaningful relationships. Instead of focusing on outdated beauty standards, the magazine highlights personal stories, diverse voices, and shared experiences. As the founder explained, “Most pin-up magazines just show pretty pictures. We go deeper we share women’s personal journeys, challenges, and triumphs. That storytelling builds empathy and awareness.” This approach contributes to greater gender equality, self-confidence, and social cohesion within a community that previously lacked a unifying space.

The innovation also plays a role in changing cultural norms and challenging sexism. By shifting contest judging to focus on empowerment and by women judging women, the community actively disrupts the male-dominated structures often found at car shows. This new model not only benefits those directly involved but also influences wider social attitudes by promoting respect, body positivity, and solidarity among women. The founder highlighted that “we’re smashing the patriarchy, one connection at a time.” These efforts contribute to UN SDG 5 (Gender Equality) by supporting women to reclaim their narratives and build networks of mutual support.

Environmentally, True North Pin Up demonstrates responsible practices through thoughtful production methods. They print limited-edition magazines on recycled Canadian paper, partner with sustainable printers, and avoid wasteful overproduction. These methods reduce environmental impact while maintaining quality and accessibility. By planning a subscriber model and collaborating with sustainable designers, they are setting up long-term strategies that align with SDG 12 (Responsible Consumption and Production), showing how cultural businesses can also contribute to environmental goals.

Interview

Keri Looijen, Editor in Cheif