Inside a Loblaw Grocery Store (Image: Dustin Fuhs)
Almost a year ago, Canada’s Food Price Report projected that food inflation in 2025 would range between three and five per cent. We now stand squarely at four. For consumers, it’s been a bruising year. After months of relative calm, grocery prices have surged again since spring, driven by tariffs, weather disruptions, and a weakening Canadian dollar.
Between March and September, food inflation jumped sharply across several everyday staples. Coffee and tea prices rose by nearly fifteen percentage points, sugar and confectionery climbed by more than three, while beef and condiments each increased by about one. These aren’t luxury goods—they’re breakfast-table essentials. Canadians are paying more for their morning coffee, family barbecues, and pantry staples than they were just six months ago.
When compared with other G7 countries, Canada’s performance stands out—and not in a good way. Japan currently faces the highest food inflation rate at 7.2 per cent, followed by the United Kingdom at 5.1 per cent. Canada sits third at 3.8 per cent, the only G7 country to post three consecutive monthly increases. Italy follows closely at 3.7 per cent, while the United States, Germany, and France are all below Canada at 3.2, 2.9, and 1.7 per cent respectively. For an advanced, food-producing nation, this is not a comfortable position.
Much of the renewed pressure can be traced back to trade policy. The counter-tariffs introduced in March, combined with new U.S. measures, have quietly inflated costs across the entire food chain. Tariffs are, by nature, inflationary—they disrupt market efficiencies, raise input prices, and trigger retaliatory actions that make goods more expensive on both sides of the border. What begins as a political statement quickly becomes an economic burden, felt most acutely in grocery aisles.
The loonie’s recent weakness has only made matters worse. Since January, the Canadian dollar has fallen significantly against the U.S. dollar, amplifying the cost of imported products such as coffee, cocoa, and processed foods. For a country that imports roughly $70 billion in food annually, currency depreciation functions like a silent tax on every grocery bill.
As we move into the winter months, these forces show few signs of easing. Transportation costs remain high, retailers are passing along supplier increases, and consumers are already adapting by trading down or buying less. While overall inflation is moderating elsewhere in the world, Canada’s food sector is moving in the opposite direction.
Prime Minister Mark Carney recently remarked that his government will be judged by the prices Canadians pay at the grocery store. On that score, Canadians are indeed paying attention. Tariffs, trade friction, and a soft currency have all converged to make food more expensive—and voters are noticing. In a world where food inflation is once again a global problem, Canada’s return to the top of the G7 pack is an unenviable distinction.
AIRE Ancient Baths, the luxury Spanish wellness brand known for transforming historic buildings into candlelit bathhouses, will open its first Canadian location in late 2025. The new site, located in Toronto’s Fashion District, will be among the largest in AIRE’s international portfolio and the brand’s 10th global destination.
The company’s expansion into Canada follows locations in major cities including Barcelona, London, Copenhagen, Chicago, and New York.
“From our origins in Spain to our global destinations, AIRE has always honoured ancient bathing traditions while creating transformative, sensory experiences,” said Amadeo Serra, CEO of AIRE Ancient Baths. “Toronto’s international spirit, creative energy, and vibrant cultural scene make it the perfect home for our Canadian debut.”
AIRE Toronto will be located at 510A Front Street West, inside a restored Edwardian Classical building originally constructed in 1912 for the Copp Clark Publishing Company. The 23,000-square-foot space is now a designated heritage site and will retain many of its original architectural features, including exposed wooden beams and soaring columns.
“Honouring the building’s literary and industrial past is at the core of our design approach,” said Serra. “Vintage books and printing presses echo its publishing history, while its new role celebrates a different kind of art—the art of relaxation.”
Nine Thermal Baths and Signature Experiences
The Toronto location will feature nine thermal pools and a variety of AIRE’s signature design elements, including thousands of candles and stone-lined baths set in near silence.
Among its features will be The Palestra Outdoor Bath, an open-air pool offering guests the opportunity to immerse themselves in a calm and meditative outdoor setting. The Flotarium, a saltwater bath, will provide a weightless floating experience, while the Thousand Jets Bath will use hydrotherapy to invigorate the body.
Guests can also move through the Tepidarium, Caldarium, and Frigidarium pools, each with a different temperature designed to awaken the senses and promote balance. A private Wine Bath, infused with antioxidant properties from Spanish tempranillo grapes, will add a signature AIRE touch.
Additional amenities include a dry sauna, vaporium, 12 massage rooms, and two heated marble beds.
“In Toronto, guests will discover a space where silence, candlelight, and the sound of water create an atmosphere unlike anything else in the city,” said Serra. “It’s a place to disconnect fully and rediscover balance.”
Photo: AIRE Ancient Baths
Ancient Traditions Meet Modern Wellness
Guests will be guided through a thermal circuit that alternates hot, warm, and cold pools — an experience rooted in the bathing rituals of ancient Rome, Greece, and the Ottoman Empire. AIRE’s candlelit setting, subdued soundscape, and architecture-inspired design are all integral to the brand’s sensory identity.
AIRE Toronto will also offer signature treatments and massage rituals designed to complement the thermal journey.
Among them is The Signature Wine Experience, which begins with a 30-minute private wine bath, followed by a cranial massage and a 45-minute full-body treatment. Guests end the ritual with a tasting of Matarromera wine paired with Spanish cheeses.
The Orange Garden Experience, inspired by AIRE’s signature fragrance, includes a full-body massage and face treatment with Gua Sha, finished with a cooling mask and juice refreshment.
Photo: AIRE Ancient Baths
Global Brand with Historic Roots
Founded in Seville, Spain, in 2000, AIRE Ancient Baths is built on a simple philosophy: to transform architecturally significant buildings into immersive wellness environments that celebrate the element of water. The first AIRE location was opened in a 16th-century palace in Seville, where the founders reimagined traditional bathing rituals through a modern lens.
Every AIRE property is selected for its architectural character and cultural connection to its city. The company’s restoration projects often involve former palaces, factories, or warehouses, merging historic integrity with contemporary luxury.
After establishing locations across Spain, AIRE expanded internationally in 2012 with the opening of AIRE New York Tribeca. The brand now operates across Europe and North America, including recent openings in New York’s Upper East Side and Copenhagen.
Toronto: A Key Step in North American Expansion
The Toronto opening represents an important step in AIRE’s North American growth strategy. The Canadian location will bridge the company’s presence in the United States with new markets poised for luxury wellness development.
The facility will employ about 120 staff and is positioned to attract both domestic and international visitors seeking elevated urban spa experiences. Reservations are already available online, with the 90-minute Ancient Baths experience starting at $175.
The expansion comes amid rising demand for experiential wellness concepts that blend relaxation, architecture, and cultural immersion. AIRE’s entry into Toronto reflects the city’s growing reputation as a wellness hub, alongside other luxury spa developments emerging downtown.
Awards and Recognition
AIRE Ancient Baths has received international recognition for its design and service excellence, including:
ELLE Magazine: “Best Spas to Visit in 2024” (New York)
USA Today 10Best Readers’ Choice Awards 2025: Top 10 Best Day Spas in the United States
World Spa Awards nominee: “England’s Best Day Spa” (AIRE London)
Following its Toronto debut, AIRE is preparing to open a Los Angeles location in 2026 and is exploring further international markets, including Europe, the Middle East, and Asia. The company continues to operate under a model that emphasizes control over every aspect of design and guest experience, preferring to grow organically rather than through franchising.
King City-based Haven Greens is advancing its mission to redefine local agriculture with the introduction of Trillium Blend, a Costco-exclusive leafy greens mix symbolizing Ontario freshness, strength, and pride. The launch underscores the company’s rapid growth since its debut earlier this year and marks another major step toward expanding access to sustainably grown, locally sourced produce.
Trillium Blend takes its name from Ontario’s official flower, representing the province’s vitality and natural abundance. The mix combines baby green leaf, baby red butter leaf, arugula, and mustard greens — a medley designed to deliver freshness and flavor with every bite. Each pack is cultivated and packaged at Haven Greens’ five-acre facility in King City, Ontario, and offers a consistent, ready-to-eat product grown for Ontarians, by Ontarians.
Jay Willmot
Haven Greens CEO and Founder Jay Willmot described the partnership as a meaningful milestone: “Producing an exclusive new blend for Costco, a retailer so widely beloved in our home province and beyond, within our initial launch year has been an honour. Costco’s commitment to consistently providing Canadians with quality products aligns closely with our goal of providing a fresh, sustainable, and readily available alternative to seasonal field lettuce.”
The Technology Behind the Taste
Located on the historic Kinghaven Farms property, Haven Greens operates Canada’s first fully automated greenhouse, a state-of-the-art facility powered by controlled environment agriculture (CEA) and advanced automation. The climate-controlled space maintains optimal growing conditions year-round, entirely pesticide-free and untouched by human hands until packaging.
The greenhouse’s innovative design allows for continuous production, generating approximately 10,000 pounds of lettuce per day and totaling 3.6 million pounds annually. Using an AI-managed system and a mobile gutter technology developed by Finland’s Green Automation, each growth cycle is completed in just 25 days — from seeding to harvest.
The automation significantly reduces waste, water usage, and energy consumption. Haven Greens reuses more than 90 percent of its water and nutrients, a process that contributes to its goal of achieving net-zero operations by 2027.
Image: Haven Greens
Extending Shelf Life, Reducing Waste
Haven Greens’ products are notable for their exceptional shelf life. Each ready-to-eat pack remains fresh for up to five weeks, compared to the typical two-week lifespan of field-grown greens. The controlled environment eliminates external contaminants, enabling the company to produce lettuce that is clean, consistent, and free of pesticides.
By growing locally and distributing within the province, Haven Greens also reduces the environmental footprint associated with long-distance transportation. Currently, over 97 percent of Canada’s leafy greens are imported from the United States and Mexico. Haven Greens’ model directly addresses this imbalance, strengthening Canadian food security while supporting regional agriculture.
Image: Haven Greens
A Rapid Rise in the Retail Sector
Launched officially in early 2025, Haven Greens began with a modest distribution footprint but has quickly expanded across Ontario’s retail landscape. The brand’s leafy greens are now available at independent grocers such as Summerhill Market and larger chains including Metro, Sobeys, and Giant Tiger.
The exclusive Costco partnership represents a significant milestone in its retail journey. It positions Haven Greens alongside other trusted Canadian food producers that emphasize sustainability, transparency, and quality. The brand’s growing distribution network also includes food service clients in Quebec, Alberta, and the United States, expanding its reach well beyond provincial borders.
From Horse Racing Legacy to High-Tech Agriculture
Haven Greens’ story is deeply rooted in family and tradition. The operation was established by Jay Willmot, who transformed his family’s long-standing Kinghaven Farms from a world-renowned thoroughbred breeding operation into a forward-thinking agricultural enterprise.
Kinghaven Farms, founded by Donald G. “Bud” Willmot over five decades ago, was once synonymous with Canadian horse racing excellence. Today, under Jay’s leadership, it has evolved into a model of sustainable agriculture, merging legacy stewardship with technological innovation. His background in commerce, environmental studies, and law helped guide Haven Greens toward a vision that balances profitability with environmental responsibility.
If you want to make an impact at parties or for promotions, custom-made hats will surely be a hit with people. When you’re getting ready for an event at your company or launching a brand new product, or seeking to enhance your company’s image, custom services for making hats are the perfect solution.Custom made toque hats and wholesale customized dad hats are more than accessories. they are walking billboards that highlight your company everywhere they travel.
In the competitive world of Canada being distinctive is essential. Hats that are custom-designed provide functional benefits, but they also provide memorable experiences for the people who visit your site. We’ll explore the advantages of incorporating these fashionable items into your strategy for marketing and learn how they increase visibility and leave lasting impressions.
Benefits of Custom Hats for Events and Promotions
Custom-made hats can be an effective branding tool for promotional events and other occasions. They can instantly be recognized that makes your brand unique to the attendees.
The unique look of a hat can create the feeling of unity for team members as well as members. This transforms participants to walking ads, spreading the message wherever they travel.
Also, custom hats can be flexible. From corporate events to outdoor events, they are suitable for all conditions and occasions. Think cozy toque hats suitable for winter celebrations as well as stylish customized dad hats to wear to wear on summer excursions.
Also, they offer benefits that are practical. The hats offer sun protection for out in the open while keeping eye on your message with a captivating manner.
Additionally, many people love getting free items. An individual gift such as an individualized hat could leave an indelible impression even after the party is over.
Popular Types of Custom Hats
Custom-designed hats come in many styles that cater to various tastes and situations. The most popular is the snapback classic. Its strap is adjustable, making it a flexible choice to suit all ages.
Another popular style option is the fitted cap popular for its comfortable shape and elegant style. The style is often distinct designs that are popular with people who love fashion or sports alike.
If the temperature drops Custom-designed hats are indispensable. The warm and cozy hats can be used for winter-related events and they can be customized for your business’ branding or message.
Also, there’s the customized wholesale dad hat that is distinguished by its slouchy style and curved top brim. This relaxed look is a favorite of those who are looking for comfort, but not sacrificing the style.
Every kind of custom-made cap is a great option of personalization. This will ensure that your event will stand out and marketing your business efficiently.
How to Design Your Own Custom Hat
The process of designing your own unique cap can be a thrilling process. Make a decision on what kind of hat you’d like to design. It doesn’t matter if it’s a fashionable personalized toque or classic customized dad hat wholesale every style is unique and has its own style and charm.
Then, consider color and material. A well-chosen fabric can be the key to style and comfort. Think about using bright colors that are consistent with your company’s image or theme for your event.
Use graphics or texts to convey the message you want to convey. An experienced and skilled creator of hats will assist in bringing your concepts to life with accuracy. Be sure to be unique; designs that are memorable often make a statement.
Be sure to keep the your function in mind. The hats you wear should not just appear attractive, but also serve their function during occasions or promotion. Find designs that work to wear at all times and still attract the attention of.
Finding the Right Supplier
Locating the best supplier of personalized hats in Canada is a game changer. You can begin by researching local businesses which specialize in promotional items. Review their reputations and request for samples of their products to test the quality.
Find suppliers that offer various options including custom toque hats and bulk custom dad hats. It will give you options to match your company’s style. A hat designer who is personalized and has years of experience is vital and they must be aware of your goals and bring the vision into reality.
Communication is essential. A clear and concise dialogue can make life easier and avoid miscommunications at a later date. Also, ask regarding turnaround times as well as the minimum quantities of orders. The flexibility of your order can make a huge distinction when planning events and promotions.
Take into consideration if they offer designs assistance or even tools to make the process easier. Being able to provide support throughout can enhance your overall experience while you develop memorable apparel for your customers.
Case Studies from Businesses Who Utilized Custom Hats
Businesses all over Canada have taken to custom-made caps as an effective advertising instrument. One example is a local cafe located in Toronto has decided to offer personalized hats with a toque in the winter months. The outcome? An increase in foot traffic, and a viral buzz on social media, which showcased the warmth of their brand.
A startup that was based situated in Vancouver made custom dad hats at an outdoor party. The attendees loved them and led to conversations that were spontaneous about their products. The event not only brought leads, but also made lasting impressions.
In Montreal the fitness center gave out embroidered caps during gatherings for the community. The members wore the caps with pride and turned every exercise into an opportunity to promote the company’s brand for free.
These tales highlight the way that a thoughtful approach to design and distribution can transform basic promotional materials into major marketing tools that appeal to people from a variety of industries.
Conclusion
If you are looking foran ideal personalized hat maker, you have better know that custom-designed hats are now an impressive and flexible instrument for promotions and events all over Canada. From events for trade to community celebrations These personalized hats not just serve as useful accessories, but they also increase the visibility of your brand. The advantages of including personalized hats for your marketing plan are unquestionable and they help build unity among employees and make an unforgettable impression on visitors.
The variety of options available include customized dad hats wholesale and trendy snapbacks – the possibilities are limitless. Making your own hats is never easier due to the many online platforms offering users-friendly tools for customizing. Locating the best source from Canada is essential to ensure quality products that will represent your company’s image accurately.
Additionally, stories of success from organizations that have employed customized hats show their efficacy in establishing trust and recognition among their intended public. When you are planning your next promotion or event think about how these exclusive accessories can improve the overall experience of both guests and guests.
Make use of the power of custom clothing to stand out for your next events!
Toronto-based luxury footwear label Zvelle has launched an ambitious new campaign filmed 200 feet beneath Niagara Falls, marking a striking new chapter for the Canadian brand as it completes a major rebrand and relaunch. The campaign, produced in collaboration with Niagara Parks, introduces Zvelle’s new direction as a men’s luxury footwear brand and reflects its evolving vision of Canadian creativity on the global stage.
Founded in 2015 by Elle AyoubZadeh, Zvelle built an international following for its artisanal women’s footwear and handbags, produced in small workshops in Florence, Italy. Known for its sculptural minimalism and symbolic detailing, the brand earned recognition among global tastemakers and celebrities including Denzel Washington, Will Smith, Coleman Domingo, and Jesse Williams.
Elle AyoubZadeh
In 2025, Zvelle underwent a full-scale transformation, transitioning from women’s to men’s footwear as part of AyoubZadeh’s long-term vision to redefine contemporary luxury through craftsmanship and storytelling. The move reflects broader changes in the fashion landscape, where authenticity, sustainability, and design integrity are increasingly valued over mass production.
“Our rebrand represents an evolution, not a departure,” said Elle AyoubZadeh, Founder and Creative Director of Zvelle. “We’ve always focused on meaningful craftsmanship and individuality. This next chapter allows us to explore those values through a new lens.”
The Lore Sneaker: Symbol of Reinvention
Zvelle’s new campaign introduces Lore, a stitch-free, handcrafted luxury sneaker designed to showcase the brand’s renewed focus on men’s footwear. Sculpted entirely by hand in Italy, the shoe combines the formality of a dress shoe with the casual ease of a sneaker.
The campaign places the Lore sneaker in one of Canada’s most dramatic environments—the Tunnel at the Niagara Parks Power Station. The 2,200-foot-long underground passage, carved more than a century ago, served as an industrial conduit for water from the Falls. Now restored as a public attraction, it provided the stage for a campaign that connects modern artistry with Canadian heritage.
“I wanted to show Canada not just as a backdrop for beauty, but as a source of it,” said AyoubZadeh. “Our identity can hold its own next to Paris or Milan. We just have to show it differently.”
The resulting visuals are minimalist and cinematic, contrasting the raw textures of the tunnel’s stone walls with the refined design of the Lore sneaker. The imagery reframes Niagara Falls from a tourist destination into a symbol of creative power, one that mirrors the brand’s own evolution.
Zvelle Power and Purpose campaign image
Collaboration with Niagara Parks
The partnership between Zvelle and Niagara Parks marks an innovative blend of fashion, heritage, and storytelling. For Niagara Parks, it represents an opportunity to showcase the country’s natural and historical landmarks through a creative and contemporary lens.
“Niagara Parks is proud to support bold, creative expressions in Canadian fashion,” said Chris Giles, Director of Sales, Marketing & Communications at Niagara Parks. “By partnering with Zvelle to showcase the historic Power Station and Tunnel, we are not just offering a backdrop—we are celebrating nature as a source of global inspiration and changing the way the world sees the Canadian landscape.”
The collaboration highlights a growing trend in Canadian luxury branding, where fashion companies increasingly turn to iconic domestic settings to ground their storytelling in authenticity and national identity.
Craftsmanship and Values
Despite its rebrand, Zvelle remains anchored in the craftsmanship that has defined it since its founding. Each shoe is handmade in Italy using ethically sourced materials and traditional techniques. AyoubZadeh continues to work with family-owned factories in Florence that emphasize attention to detail and sustainable production practices.
“The shift to men’s footwear gave us the opportunity to push design innovation while maintaining our core principles,” she said. “Every Zvelle product is made to last—it’s designed to age beautifully and to carry meaning.”
Zvelle’s design aesthetic also continues to weave in symbolic references, such as the brand’s inverted heart motif, drawn from the Persian number five. This detail represents emotional strength and endurance, values that remain central to the label’s identity even as it enters a new market.
Zvelle Power and Purpose campaign image
From the Arena to the Tunnel: A Storytelling Evolution
The Niagara campaign follows Zvelle’s earlier men’s debut, the Ray Arena collection, inspired by Theodore Roosevelt’s “Man in the Arena” speech. That campaign introduced Zvelle’s new creative direction, positioning the modern man as thoughtful, confident, and defined by quiet strength rather than overt display.
Together, the Ray Arena and Lore campaigns signal a broader narrative strategy for the brand—one that uses powerful imagery to explore themes of resilience, reflection, and identity. In both, AyoubZadeh has sought to communicate an emotional message through design, reinforcing Zvelle’s belief that luxury should be both expressive and purposeful.
Zvelle Power and Purpose campaign image
A Canadian Brand with Global Ambition
Zvelle’s evolution arrives at a time when Canadian designers are increasingly seeking to distinguish their brands internationally. By combining Italian craftsmanship, Canadian creative direction, and global storytelling, Zvelle positions itself among a growing cohort of Canadian fashion houses building worldwide recognition without abandoning their roots.
Zvelle’s footwear has been featured in The Impression, one of the fashion industry’s leading publications, and continues to attract attention for its sculptural, minimalist approach. The brand maintains private showrooms in Los Angeles and Milan, serving clients who appreciate its understated elegance and artisanal detail.
For AyoubZadeh, however, the brand’s success is as much about perspective as prestige. “Luxury is not about geography,” she said. “It’s about how something makes you feel when it’s made with intention. I want Zvelle to reflect the integrity and confidence of Canadian creativity.”
Playa Bowls, a leading superfruit bowl shop with nearly 350 U.S. locations, has announced a master franchise agreement with Eat Up Canada Inc. to expand the brand across North America.
Known for partnering with high-growth U.S. restaurant concepts, Eat Up Canada Inc. marks Playa Bowls’ first international development deal and includes plans to open more than 160 shops nationwide.
John Cappasola
“Playa Bowls is in a fast-growing category with tremendous momentum, and this agreement marks a major step in our strategy to introduce our great-tasting menu full of health conscious options to new markets,” said John Cappasola, CEO of Playa Bowls.
“George Heos and Alex Gerzon are exactly the kind of experienced operators we look to partner with; they are proven brand stewards and developers with deep expertise in scaling successful restaurant concepts. From building a 50-unit Firehouse Subs portfolio to spearheading other emerging brands’ entrances into Canada, George and Alex bring the operational excellence, local insights, and passion for growth that align with our values and vision for Playa Bowls’ continued expansion.”
After decades of restaurant industry experience with brands including KFC, Pizza Hut, Taco Bell, Burger King, Boston Pizza, and Recipe, Heos and Gerzon, the founders behind Eat Up Canada, successfully built a 50-unit Firehouse Subs portfolio in Canada. In the brief time since founding the current business two years ago, they’ve scaled Pokeworks to eight Canadian locations and also developed the MightyBird fast casual concept. With deep expertise in franchise development, real estate, operations, supply chain and marketing, Eat Up Canada is uniquely positioned to support rapid expansion of Playa Bowls throughout Canada.
Photo: Playa Bowls
George Heos
“Playa Bowls is exactly the kind of high-growth, high-potential brand we look for,” said Heos. “Our team specializes in introducing standout U.S. restaurant concepts to the Canadian market, and Playa Bowls fits that profile perfectly with their proven unit economics and a passionate following. Bringing a leading superfruit bowl brand into our portfolio allows us to tap into the demand for better-for-you dining at a time when consumers are more health-conscious than ever.”
Alex Gerzon
“From the moment we experienced Playa Bowls, we were impressed by the quality of their product, the strength of their design, and the simplicity and scalability of their operational model,” said Gerzon. “We believe Playa Bowls is perfectly positioned for the Canadian market, and we’re excited to bring its vibrant energy and community-focused experience to neighborhoods across Canada.”
Earlier this year, Playa Bowls celebrated its 300th location in Atlanta’s Buckhead neighbourhood and has maintained a steady pace of domestic growth with dozens of additional shops debuting in the first three quarters of 2025. With more than 350 units currently in development across the U.S., Playa Bowls is on track to open 90-plus new shops before the end of the year.
“The agreement with Eat Up Canada represents a major milestone for Playa Bowls as it continues to build momentum both nationally and internationally for its fresh, vibrant concept. As the brand continues to enter new domestic markets in states like New York, Massachusetts, Ohio, Texas, Maine, Arizona, and California, Canada marks the next step in bringing Playa Bowls’ signature tropical escape to more guests around the world,” explained the company.
Photo: Playa Bowls
“Known as New Jersey’s original acai bowl shop, Playa Bowls is the nation’s leading superfruit bowl shop serving up an extensive and unique menu of over 40 items, including the bright flavors of acai, pitaya, green and coconut bowls alongside oatmeal bowls, juices, smoothies, and cold brew made with the freshest, high-quality ingredients. What began as a pair of blenders, a patio table, and a fridge in 2014 has flourished into more than 300 shops nationwide that operate in 27 states, thousands of employees, and a mission to lead communities in healthy, sustainable living.”
Freed team group photo for Pink for a Cause. Image: Freed & Freed website
In a heartfelt union of personal experience and community impact, Winnipeg-based outerwear brand Freed has launched Pink for a Cause, a capsule collection that embodies both fashion and philanthropy. The initiative, unveiled in October 2025 during Breast Cancer Awareness Month, is the brainchild of Marissa Freed, CEO and fourth-generation leader of the 104-year-old family company. All proceeds from sales go to research for survival care.
The Pink for a Cause collection holds deep personal meaning for Freed, who drew inspiration from her own recent journey as a breast cancer survivor. Through this initiative, proceeds from sales will go toward advancing breast cancer research, care, and post-treatment support for women navigating the long and often overlooked recovery process.
Marissa Freed
A Personal Journey Inspiring Purpose
Freed describes Pink for a Cause as the natural outcome of reflection and healing after a long, demanding medical journey. “I always knew once I felt better, I wanted to find some way to give back,” she shared in an interview with Retail Insider. “But I didn’t know how, where, or when. As I began to go through all of my journey, I realized that there are still too many unknowns and too many scenarios where you have to advocate for yourself.”
After undergoing three surgeries and completing chemotherapy, Freed began to feel like herself again only by mid-2025. “It took much longer than I anticipated,” she recalled. “I think I was finally 100 percent back to myself by July. Looking back at photos from that time felt surreal. It was like an out-of-body experience. You almost disassociate just so you can carry forward.”
Her story, one of perseverance, advocacy, and rediscovery, has become the foundation for Pink for a Cause. “All I want to do now is figure out how I can give back and make it easier for other women,” Freed explained.
Pink for a Cause. Image: Freed & Freed website
Designing ‘Pink for a Cause’: Sustainability Meets Symbolism
Like all of Freed & Freed’s designs, the Pink for a Cause capsule is guided by the company’s long-standing sustainability values. Freed emphasized that each piece in the collection is crafted from surplus or reclaimed materials, reflecting the brand’s zero-waste philosophy.
“We are very intentional about zero waste,” she said. “We use leftover fabrics from past seasons and produce in small runs so that we don’t overproduce or contribute to landfill. This is our version of doing our best from a sustainability standpoint.”
The capsule embraces a dusty rose pink, a hue that naturally aligns with both the cause and current fashion trends. “The stars just aligned where dusty pink is the colour of the moment,” Freed noted. “It represents breast cancer awareness while also being fashion-forward and timeless.”
The pieces themselves blend Freed & Freed’s hallmark of understated luxury with an emotionally resonant theme. Among the highlights are:
The Stella, a collarless full-length faux fur coat with a belt that merges elegance with comfort.
The Luna, a vegan suede coat with a soft faux fur lining and an oversized collar.
The Tiny Tote and Oversized Tote, both crafted in rose tones.
Freed noted that one of the brand’s fans, Lisa Corbo, fell in love with the oversized tote, “so much so that she got several.” The collection also includes multiple variations of pink tones to appeal to different personal styles. “Some people love a brighter pink; others prefer something softer,” Freed said. “But the dusty rose is the heart of the capsule.”
Pink for a Cause. Image: Freed & Freed website
Giving Back Through Fashion
Freed & Freed officially launched Pink for a Cause on October 1, aligning with Breast Cancer Awareness Month. The brand hopes to raise awareness not just about prevention and early detection but also about life after treatment, a stage often overlooked in public discourse.
“It’s just starting to gain momentum,” Freed said of the campaign. “We launched at the beginning of October, and I’m hoping more and more people will learn about it as time carries on. I’m speaking with a few different organizations to fine-tune where the proceeds will go, but I want them to contribute toward both early diagnosis and the continuation of life after treatment.”
Freed, who was diagnosed as BRCA1-positive and triple negative, initially thought of focusing donations on genetic breast cancer research. However, as she reflected on her own experience, her focus shifted toward improving quality of life for survivors.
“What I really want to do,” she said, “is support research into how we can avoid long-term disabilities that result from treatment. Many of us who survive are grateful but afterward, we face osteopenia, osteoporosis, and other lasting side effects. You finish treatment, and suddenly, you’re dropped off. There’s nobody there to guide you, and you have to advocate for yourself all over again.”
Freed hopes the Pink for a Cause initiative will spark broader conversations about survivorship, rehabilitation, and mental health. “We’re supposed to thrive at life,” she said. “We’ve survived, but we still carry the effects of treatment. If I can help make that easier for even a few women, then it’s worth it.”
Pink for a Cause. Image: Freed & Freed website
Freed & Freed: A Century of Craft and Compassion
Founded in 1921 by brothers David and Morris Freed, Freed & Freed began as a modest Winnipeg pants manufacturer before evolving into one of Canada’s premier outerwear makers. Over more than a century, the company has dressed the RCMP, Canadian Armed Forces, and Olympic teams, and produced garments for department stores such as Hudson’s Bay.
Under Marissa Freed’s leadership since the late 2000s, the company has become a model of modern Canadian craftsmanship and ethical production. Its 50,000-square-foot Winnipeg facility continues to employ nearly 100 people, maintaining a balance between domestic manufacturing and global collaboration.
Today, Freed & Freed’s in-house FREED line highlights vegan and cruelty-free materials, slow fashion principles, and sustainable luxury. “We produce less, but we produce better,” Freed explained. “Our customers care not just about how a garment looks but about what it represents.”
The Pink for a Cause collection is available through Freed & Freed’s website throughout October 2025 and beyond, marking a powerful intersection of fashion, sustainability, and humanity — crafted in Winnipeg, for women everywhere.
Canadian-born and women-owned Sona Cosmetics officially launched across Canada on September 18, bringing a fresh perspective to the country’s beauty landscape. Founded by industry veterans, the Montreal-based brand is redefining what affordable, high-quality cosmetics can look and feel like. Its mission, according to Co-Founder and Director of Brand Marketing Lauren Mezzaluna, is simple: to make “makeup without the markup” available to every Canadian consumer.
“We’re on a mission to bring thoughtfully curated and high-quality beauty products to everyone at affordable prices,” said Mezzaluna. “There’s a huge gap in the Canadian market when it comes to affordable, high-quality beauty products that also have a community and a story behind them. That’s exactly where Sona fits in.”
Lauren Mezzaluna
With its tagline, Beauty Without Barriers, Sona is addressing a shift in consumer expectations as Canadians seek both quality and inclusivity in personal care. The brand’s debut lineup combines effective skincare ingredients with on-trend formulations, reflecting a commitment to performance, accessibility, and cultural authenticity.
A Canadian Brand Filling a Market Gap
The inspiration behind Sona Cosmetics stemmed from what Mezzaluna describes as a growing disconnect between value and accessibility in the beauty market. Once-affordable drugstore products have seen prices rise steadily, while prestige beauty, dominated by American and global brands, often comes with a significant markup.
“We noticed Canadians were facing a form of FOMO,” she explained. “Consumers see brands in the U.S. offering trendy, affordable, high-performing products, but they’re not easily available here. Meanwhile, prices at local drugstores have climbed dramatically. Concealers that used to be $10 are now closer to $18, and some foundations that were once $15 are up to $36. We wanted to change that.”
With this launch, Sona joins a growing number of Canadian brands reclaiming market share by offering homegrown, cruelty-free alternatives to imported beauty products.
Image: Sona Cosmetics
Inclusive Formulations Meet Thoughtful Design
Every Sona product has been formulated to combine affordability with results. The debut collection features Tinted Lip Treatments, Peel Off Lip Stains, Glowy Lip Oils, Liquid Blush Wands, Liquid Contour Wands, and Jelly Cheek and Lip Tints, all priced between $6 and $12.
“Our formulas are comparable to what you’ll find at Sephora,” said Mezzaluna. “They’re as good, if not better, than many higher-priced products. We’re democratizing beauty by removing the unnecessary markups that inflate prices elsewhere.”
Each product features premium ingredients such as hyaluronic acid and peptides to nourish the skin while delivering high performance. The line is entirely cruelty-free, vegan, and meticulously tested to ensure consistent quality.
“We want our customers to feel confident that when they buy Sona, they’re getting luxurious quality at a price that makes sense,” said Emily David, Co-Founder and Director of Product. “Beauty should never feel exclusive or unattainable.”
Image: Sona Cosmetics
Building Community Through Sona World
Beyond products, Sona Cosmetics is positioning itself as a lifestyle brand rooted in community and inclusivity. Its marketing strategy centres on what the team calls Sona World, a growing digital and real-world ecosystem where consumers can interact with the brand, share experiences, and shape its evolution.
“When you follow us on Instagram, engage with our content, or shop our products, you’re becoming part of Sona World,” said Mezzaluna. “It’s about more than makeup. It’s about everyday empowerment, community, and connection.”
The brand’s early activations have included pop-ups at fitness studios such as Palani Studios and collaborations with local cafés to connect directly with consumers. With its core demographic of Gen Z and Gen Alpha shoppers, Sona is tapping into the power of social media, campus activations, and in-person experiences to build brand loyalty organically.
“Our younger consumers are leading beauty trends online,” Mezzaluna noted. “By reaching them first, we’re also reaching every generation they influence.”
A Bold Retail Strategy: Dollarama and Giant Tiger
Sona’s retail launch is unconventional. Instead of starting with specialty beauty chains, the brand chose mass retailers Dollarama and Giant Tiger as its first national partners.
“Millions of Canadians shop at Dollarama every month, about 93% of the population,” Mezzaluna explained. “That’s comparable to Walmart’s reach in the United States. We wanted to be where Canadians already shop. These stores see tremendous foot traffic, and they’re underrepresented when it comes to modern beauty offerings.”
By partnering with these retailers, Sona is redefining where Canadians can expect to find quality beauty products. “If you go to a Dollar General in the U.S., you’ll see a wide variety of affordable, trendy beauty brands. We’re bringing that same experience to Canadian consumers,” she said.
The company also plans to expand into additional mass-market retailers and drugstores, with announcements expected later this year.
Jelly cheek & lip tint. Image: Sona Cosmetics
E-Commerce as a Storytelling Platform
While retail partnerships are key to Sona’s accessibility, its e-commerce platform sonacosmetics.ca serves as the brand’s storytelling hub.
“Online is where we can really showcase who we are,” Mezzaluna said. “We control the visuals, share ingredient information, and show application videos so customers can truly understand how our products perform. Even though beauty is tactile, we’re creating a sensorial online experience that mirrors what you’d find in-store.”
The digital experience also allows for continuous evolution. “The product images and videos you see today will be updated often,” she added. “We’re always innovating to stay relevant and keep our content as fresh as our formulas.”
Continuous Innovation and New Product Launches
Sona’s strategy includes monthly product drops designed to keep pace with trends and maintain excitement. Each collection is carefully planned a year in advance, ensuring that every launch resonates with the brand’s audience while maintaining its affordability promise.
“Our next launch is at the end of the month, and then we have new products every month through 2025,” said Mezzaluna. “The item we’re most excited about right now is our Pressed Blush, available in four shades. It contains vitamin E, giving it a hydrating texture that blends seamlessly for a natural, blurred finish.”
Headquartered in Mount Royal, Quebec, just steps from the Royalmount development, Sona Cosmetics is deeply connected to its Canadian roots. The company’s leadership team is predominantly female, embodying the inclusivity it promotes through its products.
“Our entire team is based here in Canada,” Mezzaluna said. “We didn’t set out to emphasize it, but it’s something we’re proud of. Retailers love that we’re Canadian. They appreciate the accessibility of working directly with a homegrown company that shares their values.”
Looking ahead, Sona plans to build a strong domestic foundation before expanding internationally. “Our short-term goal is to become a well-known Canadian brand with a strong retail footprint,” said Mezzaluna. “Within five years, we want to expand into the U.S. and other markets while maintaining our price point and our Canadian values.”
Staying true to its roots while expanding globally may become Sona’s defining trait. “Inclusivity and accessibility aren’t marketing buzzwords for us,” Mezzaluna emphasized. “They’re the reason we exist. We want every person, regardless of budget or background, to be able to enjoy great makeup. That’s the essence of Sona.”
On a year-over-year basis, gasoline prices fell less in September (-4.1%) compared with August (-12.7%) due to a base-year effect, leading to an acceleration in headline inflation. Excluding gasoline, the CPI rose 2.6% in September, after increasing 2.4% in August, said the federal agency.
A slower year-over-year decline in prices for travel tours (-1.3%) and a larger increase in prices for food purchased from stores (+4.0%) also contributed to the upward pressure in the all-items CPI in September. The CPI rose 0.1% month over month in September. On a seasonally adjusted monthly basis, the CPI was up 0.4%, explained Statistics Canada.
“Prices for gasoline fell 4.1% year over year in September after a 12.7% decrease in August. The smaller year-over-year decline was largely due to a base-year effect. In September 2024, prices fell 7.1% month over month due, in part, to lower crude oil prices amid growing concerns of weaker economic growth, particularly in China and the United States. In September 2025, gasoline prices rose 1.9% on a monthly basis following refinery disruptions and maintenance in the United States and Canada, which put upward pressure on prices,” noted the report.
“On a year-over-year basis, prices for travel tours fell 1.3% in September following a 9.3% decline in August. Despite typically declining on a month-over-month basis in September, travel tour prices rose 4.6% in the month. This was a result of higher prices for destinations in Europe and some parts of the United States, as major events in destination cities put upward pressure on hotel prices.
Consumers paid 4.0% more year over year for food purchased from stores in September, following a 3.5% increase in August. Faster price growth was driven by increased prices for fresh vegetables (+1.9% in September, compared with -2.0% in August) and sugar and confectionery (+9.2% in September, compared with +5.8% in August).
Photo: Mike Jones
“Year-over-year grocery price inflation has generally trended upward since its most recent low in April 2024 (+1.4%). Grocery items contributing to the general acceleration included fresh or frozen beef and coffee, both due, in part, to lower supply.”
Following a year-over-year increase of 1.7% in August, the clothing and footwear index rose 0.8% in September. This slower growth helped moderate the acceleration in the all-items CPI. The downward pressure was driven by slower growth in clothing prices, partially offset by a smaller decline in footwear prices. On a month-over-month basis, clothing prices fell 0.3% in September. This was the first month-over-month decline in September since 1998, added Statistics Canada.
Andrew Grantham
Andrew Grantham, Senior Economist, CIBC Capital Markets, said headline CPI accelerated by more than anticipated in September, but core measures of inflation were just subdued enough to support a further 25bp cut from the Bank of Canada next week, particularly given evidence of a sluggish recovery in GDP and weak business sentiment.
Douglas Porter
Douglas Porter, Chief Economist, BMO Capital Markets, said: “We were all braced for a pop in headline to back above 2% on gasoline prices alone, but unfortunately food inflation got hungrier as well, with a few other elements of core also nudging into the picture. Suffice it to say this will make the Bank of Canada’s decision a bit more interesting next week than previously expected—markets had been all but baking in a rate cut after Governor Macklem’s dovish remarks and yesterday’s soft Business Outlook Survey. Absolutely full disclosure: We have been on the dovish side of the ledger, calling for the Bank to eventually cut the overnight rate to 2.0% (and possibly lower if trade gets uglier), but were not convinced that October would see another cut. Given today’s setback for core, we’ll stay there for now. The biggest counterpoint, as noted above, is that some key measures of core are still fully consistent with the Bank’s view that underlying inflation is around 2.5%.”
Andrew Hencic, Director & Senior Economist, TD, said: “Underlying inflation appears to have firmed up in the past two months, but it remains within the Bank of Canada’s target range. One hotter-than-expected month does not a new trend make, but it is worth monitoring whether the strength in price pressures is indicative of ongoing consumer resilience.
“The Bank of Canada should still have room to deliver another cut. The economic outlook is fraught with risks, and the elevated unemployment rate reflects an economy with ample slack – something yesterday’s Business Outlook Survey reinforced. Markets seem to agree, pricing the odds for an October cut at 69%, just a smidge lower than the 77% pre-release.”
In June of this year, a new kind of wellness destination opened across from Vancouver’s English Bay Beach. AetherHaus Vancouver introduces a reimagined approach to sauna and cold plunge culture, offering experiences designed to restore presence and connection rather than promote performance. Founded by Vancouver hospitality entrepreneur Kevin Frank, AetherHaus blends ancient European traditions with a sense of warm inclusivity rarely found in modern wellness spaces.
Positioned in one of Vancouver’s most vibrant neighbourhoods, AetherHaus stands as a sanctuary from the city’s high-intensity fitness culture. Its ethos is simple yet profound: wellness without pretension. Guests are invited to “show up as they are,” embracing a slower rhythm that prioritizes stillness and authentic connection.
“We created AetherHaus to welcome everyone, not just the hyper health-conscious,” explains Frank. “This is a space for people to simply show up as they are and experience the power of stillness.”
Left-to-right: General Manager Mika McCann, Founder Kevin Frank, and Program Director Dave Gu. Photo: AetherHaus
AetherHaus draws its inspiration from German Aufguss, a sauna ritual where aromatic steam is circulated to enhance heat and scent, and Russian Banya, known for its communal, social environment. Both traditions emphasize physical rejuvenation and shared experience, qualities that AetherHaus has adapted to suit Vancouver’s diverse and curious wellness community.
“The Aufguss format is one of our most popular sessions,” says Frank. “It originated in the early eighties with a lot of heat, a lot of steam, and towel fanning. It’s a unique offering that feels both ancient and fresh at the same time.”
The studio’s name also reflects this blend of elements. “In Greek mythology, Aether was the pure air the gods breathed,” Frank explains. “And Haus, the German word for house, evokes warmth, comfort, and belonging. Together, they represent a home for the elements and for connection.”
Cold plunge at AetherHaus in Vancouver. Photo: AetherHaus
Designed for Presence, Not Performance
Inside AetherHaus Vancouver, every detail encourages calm and reflection. Guests are asked to leave their phones behind to help maintain a focus on the moment. The design features a Himalayan salt block sauna, communal cold plunge pools, a tranquil tea lounge, and dark, ambient lighting that replaces the harsh brightness found in typical spas.
“The goal here isn’t to push or perform,” adds Dave Gu, AetherHaus’s Program Director. “It’s to allow people to be with themselves in whatever state they need—calm, clarity, or introspection. We’re here to guide, not dictate.”
Unlike most Western sauna facilities that use timers or rigid cycles, AetherHaus encourages guests to tune into their own body’s rhythm. “In Scandinavia, there are no timers,” Frank says. “We’ve intentionally removed that element because it takes away from the experience. Instead, we want you to go within—listen to your body and leave when it feels right.”
The Experiences: From Sound Journeys to Cold Immersion
AetherHaus offers a series of 90-minute semi-guided and open-format sessions designed to suit a variety of moods and needs. Guests can choose from classes such as Haus Classic, Sound Journey, Breath and Sound, Yin Stretch, The Cold Enthusiast, The Pause, The Release, and The Space Within. Each session integrates sensory and meditative elements, including live music and breathwork, to help participants reset.
For those seeking flexibility, Open Haus sessions allow guests to move freely between the sauna, plunge pools, and tea lounge. Guides circulate aromatic steam infused with organic flowers or tree essences, enriching the multisensory experience.
Frank notes that many visitors have quickly found their own rhythm. “Some guests come for recovery after a workout, others for relaxation or reflection. What’s beautiful is how everyone connects through the shared experience, even in silence.”
Sauna at AetherHaus in Vancouver. Photo: AetherHaus
A Cold Plunge Revolution in Vancouver
Cold exposure is a core pillar of the AetherHaus philosophy. The studio’s communal cold plunge pools are the first of their kind in Vancouver, accommodating both group and individual immersion experiences. Temperatures vary to suit beginners and experienced plungers alike.
AetherHaus’s cold program is led by Gu and Jon West, both trained in the Wim Hof Method, which combines breathwork and cold immersion to enhance physical and mental resilience. The pair have also trained the studio’s guide team to provide safe, informed instruction.
“Cold exposure has incredible circulatory and mental health benefits,” Frank says. “It’s not about endurance, it’s about awareness. You learn to work with your breath and body, rather than against them.”
He adds that results often come quickly. “Even after a couple of days, people notice their tolerance building. The benefits vary. Some find it helps with inflammation, others with mental clarity. We hear stories from athletes and people with arthritis saying it’s made a real difference.”
AetherHaus in Vancouver. Photo: AetherHaus
Vancouver’s First Fully Compliant Communal Cold Plunge
In creating AetherHaus, Frank and his team worked closely with City of Vancouver and Coastal Health authorities to meet the highest public health and safety standards. The studio is the first in the city purpose-built to comply fully with regulations governing communal cold plunge facilities, setting a precedent for hygiene and operational integrity.
“Every detail, from the water quality to the filtration systems, was designed with safety in mind,” Frank notes. “Guests can immerse themselves completely, knowing that everything meets or exceeds public health standards.”
The design of the plunge area itself reflects the studio’s aesthetic philosophy. “We call it the Ice Cave,” says Frank. “It’s a rock-walled space that feels almost elemental, a contrast to the heat of the Himalayan salt sauna.”
AetherHaus in Vancouver. Photo: AetherHaus
Building Community at English Bay
The 3,100-square-foot studio sits just steps from the English Bay shoreline, a location chosen both for its natural beauty and its strong sense of community. “English Bay felt like the right fit,” says Frank. “It’s a dense, walkable neighborhood where people already engage with the outdoors including the Polar Bear Swim, the beach, the seawall. It made sense to build something that complements that lifestyle.”
The space quickly became a point of local curiosity during construction. “Our hoarding was up for more than a year while we worked through permitting,” Frank recalls. “We had constant emails from people asking when we were opening. Locals were excited to see something new coming to the neighborhood.”
Since opening, AetherHaus has seen strong local engagement. “Many residents signed up for founding memberships before even stepping inside,” says Frank. “We’ve had a wonderful response from the community.”
Hospitality at Its Core
AetherHaus’s success is grounded in hospitality, a reflection of Frank’s own professional roots. Every guest interaction is handled with care, and much of the praise the studio has received centers around its people.
“We get so many comments about how friendly and helpful our staff are,” Frank says proudly. “It’s the most rewarding part.”
Program Director Gu personally selected every member of the team through his own wellness network. “We didn’t even have to post a job ad,” Frank shares. “Dave handpicked everyone who works here, and that sense of purpose shows up in how guests are treated.”
The result is an atmosphere that feels deeply human. The tea lounge offers complimentary loose-leaf teas for reflection between sauna and plunge sessions, encouraging conversation or quiet contemplation. The entire design encourages community and calm rather than speed or competition.
AetherHaus in Vancouver. Photo: AetherHaus
Setting the Tone for the Future of Wellness
While AetherHaus Vancouver is the first location, Frank envisions more studios over time. “In the near future, I’d love to open a second location in Vancouver,” he says. “Eventually, maybe Whistler or the Okanagan. I could see two or three locations over the next five years.”
Each would stay true to the brand’s intentional design principles. “Our 3,100-square-foot English Bay location works really well, but future spaces could be a bit larger,” he adds. “It’s hard to find big spaces in downtown Vancouver, but there’s room to grow.”
For Frank, the goal isn’t rapid expansion but thoughtful evolution. “We’re not trying to chase trends. We’re building something with meaning, something that can genuinely make people’s lives better.”
