Walk into any fitness class or gym in Canada and you’re bound to see a lot of the same logos. Certainly, brands like Lululemon, Alo Yoga and Nike are popular for a reason—but there’s also a burgeoning crop of up-and-coming brands that are carving out a new, exciting path in the activewear space.
Toronto-based Knix was founded in 2012 and quickly became known for its leak-proof underwear; then, to further serve its customer, the brand expanded into activewear in 2021. According to vice-president of design Jules Power, translating its proprietary anti-leak technology into its activewear pieces—which range from shorts and leggings to skorts and sports bras in an inclusive range of sizes—is key to helping the brand stand out in a crowded marketplace.
“The biggest differentiator for Knix activewear compared to competitors in the activewear market is our integration of our Leakproof technology,” says Power. “We’re continuing to expand our performance-based activewear, with offerings for low-impact movement, high-impact movement and everything in between. These products are designed to move with you through sweat, periods and light bladder leaks to keep you feeling fresh and supported.”
Ultimately, it all comes back to the reason Knix was founded in the first place: to foster the autonomy that comes with not having to worry about an unexpected leak.
“Knix’s mission is to empower people to live unapologetically free, so we created an activewear collection that gave people that same feeling no matter how they move,” Power says. “When designing our activewear [and all products], we work with wear testers in every size the product is offered in, to ensure that the product experience and functionality is the same for every size offered. We’ve created an incredible collection over the years that perfectly marries comfort with function and fashion.”
That intersection of function and fashion was also crucial for Erin Ward-Williams, who founded Toronto-based activewear line Azur in 2018: “I recognized a clear need for fashion-forward, versatile activewear that seamlessly transitions from workouts to everyday life. From the beginning, our mission has been to bridge the gap between fitness and fashion, designing high-quality, timeless pieces that can be worn on repeat.”
Azur’s sleek collection of flattering leggings, sports bras, shorts and tops come in a range of sexy colours, from the clay-like Dove to the muted magenta Cherry Noir. According to Ward-Williams, the brand’s growing awareness can largely be attributed to one golden rule: build it and they will come.
“We have found that the most effective marketing is truly grassroots,” she says. “I always say that word of mouth is what built this brand. Girls telling their friends about Azur is really what has gotten us to the point we are at today. Sure, being spotted on influencers, going viral on socials and having great visuals are wonderful but, at the end of the day, if you’ve got a great product that people need, consumers will spread the word, and that is the best kind of growth you can ask for.”
Maggy Omrani, co-founder of Vancouver’s Monhnny, offers a similar sentiment, saying, “We believe in letting the product speak for itself. Our biggest asset? Women who wear Monhnny, love it and share it.”
Omrani and her sister Maya created Monhnny as a way to honour the female form, which means hip-hugging leggings and slinky bras (which have adjustable straps for varying degrees of coverage). Each piece is hand-sewn in Vancouver using high-quality, buttery-soft fabrics. “Monhnny is about celebrating, not hiding,” says Omrani. “At the core of our brand is a mission to uplift women. We want them to feel amazing in our pieces—whether they’re working out, running errands or just lounging at home.”
It’s a multi-functional approach also adopted by Vancouver’s House iD, which sells a range of tasteful mix-and-match pieces that toe the line between sport and lifestyle. “In its simplest form, House iD exists for the realities of modern life,” says founder Lauren Gillespie. “It’s apparent that the distinction between traditional work, play and sweat has evolved, and modern living now requires a greater sense of fluidity. Our lives are faster, more creative, with more opportunities, and what people need right now is a wardrobe that can keep up.”
Of course, despite these success stories, making it in the activewear industry is not a walk in the park (no matter how good you look). Vancouver brands such as Recreative Apparel and Strongbody Apparel have called it quits, while popular California company Bandier is, according to its website, “Hitting pause for now.” Even the global brands are not immune: Alo Yoga’s apparent decline in quality was the subject of a recent viral video by wellness influencers @sweatsandthecity (and as of this writing, has millions of views).
Still, there’s plenty of hope for Canadian activewear brands. The key, according to Gillespie, is to authentically connect with and serve your intended community. “It’s a crowded, competitive space,” she acknowledges. “That said, the brands that resonate with people are proving to be highly successful, with longevity.” —Sara Harowitz
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