Canadian fashion is entering a new chapter with the launch of Modern Ambition Winnipeg, the debut flagship store from Mondetta Clothing. Scheduled to open in late September at 223 Carlton Street in downtown Winnipeg’s True North Square, the boutique represents both a bold investment in homegrown design and a carefully crafted vision for the future of menswear.
Part of the Mondetta Clothing family, Modern Ambition seeks to carve out a unique space in Canadian fashion by merging luxury tailoring with performance-driven fabrics. The result is a men’s brand positioned to serve professionals who value both aesthetics and functionality in their wardrobes.
“Think of it as Brunello Cucinelli meets Nike,” explained Georgi Gvakharia, Vice President of Retail for Mondetta Clothing, during an interview with Retail Insider. “We are combining old-world craftsmanship and luxury with a modern twist that includes technical details designed for how people live and travel today.”
An Intimate “Living Room” Experience
At just 1,200 square feet, the new boutique is smaller than many contemporary flagships, yet its scale is intentional. “We want to create a very intimate environment,” said Gvakharia. “Our CEO called it the ‘living room’ at Modern Ambition. Customers should feel like they are at home, relaxed, enjoying the space, and not in a commercial retail environment.”
To achieve this atmosphere, Mondetta is investing more than $1 million into the store’s design. The interior features muted tones of off-white and beige, with plush carpets and custom furniture that create a sense of understated luxury. A bar serving espresso and refreshments further enhances the experience, underscoring the brand’s emphasis on leisure and hospitality.
“We don’t want people to feel rushed or pressured,” Gvakharia noted. “This is about concierge service, one-on-one styling, on-the-spot tailoring, and a retail experience that feels personal.”
True North Square: Winnipeg’s Growing Cultural Hub
The decision to open the first Modern Ambition flagship in Winnipeg carries both strategic and symbolic weight. True North Square, located at Carlton and Graham Avenue, is a mixed-use development that has become a focal point for investment and revitalization in the city’s downtown.
“True North Square is becoming a hub,” Gvakharia said. “You’ve got the Winnipeg Jets’ offices there, SkipTheDishes’ headquarters, and new high-end developments like the Sutton Place Hotel coming. Restaurants and shops are growing around it, and we felt this would be a great location to introduce Modern Ambition Winnipeg.”
By choosing Winnipeg as the brand’s launchpad rather than a larger market like Toronto or Vancouver, Mondetta reinforces its commitment to its Manitoba roots. The company has been headquartered in Winnipeg since its founding in 1986, and Modern Ambition’s flagship further establishes the city as a player in Canada’s evolving fashion retail landscape.
A Fusion of Tailoring and Technical Innovation
Modern Ambition is positioned within the luxury space, yet with a price point more accessible than traditional European houses. Suits will range between $900 and $1,400, crafted from Italian fabrics but designed in Manitoba and manufactured primarily in Indonesia.
The garments integrate technical details such as wrinkle resistance, hidden zippered pockets, and stretch fabrics that allow for ease of movement and travel convenience. “You don’t need to iron these suits. They travel well, they move with you, and they are designed for a modern lifestyle,” explained Gvakharia.
The collection will include suits, outerwear, blazers, and select elevated casualwear. By combining fine materials with technical innovation, Modern Ambition aims to serve millennial and Gen Z consumers seeking quality, functionality, and style without the prohibitive prices of legacy luxury brands.
“There’s a gap in the market,” Gvakharia emphasized. “Not everyone can afford a $5,000 or $6,000 suit, but there is demand for a luxury experience and product at a more approachable level. That’s the customer we want to serve.”
Expansion Plans Across Canada
The Winnipeg flagship is just the beginning of a broader retail strategy. Mondetta plans to open 10 to 12 Modern Ambition stores across Canada over the next five years, with Toronto, Vancouver, Calgary, Edmonton, and Montreal identified as key markets.
At the same time, Mondetta is preparing to launch a separate retail concept under the broader company brand, focused on a younger demographic and a more accessible price point. That division, still in development, is being positioned as a modern, fashion-forward counterpart to Mondetta Originals and MPG (Mondetta Performance Gear).
“We have a roadmap for 24 to 25 stores within the next five years, across different divisions,” Gvakharia confirmed. “Modern Ambition will be the premium tier, while our other concept will be more commodity-driven, with a younger audience in mind.”
Beyond Bricks and Mortar: Omnichannel and Experiential Retail
Modern Ambition’s retail strategy extends beyond its physical stores. The brand is launching its online store simultaneously with the Winnipeg flagship, ensuring a full omnichannel presence from day one.
The company is also innovating with mobile and experiential retail. A luxury motorhome is being retrofitted as a travelling showroom, complete with high-end finishes and a curated collection. This mobile boutique will host trunk shows and brand activations across Canadian cities, allowing Modern Ambition to engage directly with customers outside major retail centres.
“We’re not just building stores,” Gvakharia explained. “We’re building touchpoints. The mobile showroom, the online store, even concepts like a Modern Ambition café in Winnipeg—these are ways to immerse customers in the brand and create lasting connections.”
Rooted in Mondetta’s Legacy
Modern Ambition represents the latest evolution for Mondetta Clothing, which will celebrate its 40th anniversary next year. Founded in Winnipeg in 1986, Mondetta first rose to prominence with its iconic flag sweatshirts, which became symbols of global unity. Over the years, the company has diversified into activewear (through MPG), heritage collections (Mondetta Originals), and now luxury menswear.
In 2021, Mondetta became a Certified B Corporation, committing itself to stringent environmental and social standards. Sustainability, ethical sourcing, and community engagement remain central to the company’s mission, reflected in its continued support for the Mondetta Charity Foundation, which funds schools in Africa and contributes to causes in Kenya and North America.
“Modern Ambition is part of that legacy,” said Gvakharia. “It’s about showing that a Canadian company can innovate in the luxury space while staying true to values of sustainability and community impact.”
A Canadian Brand With Global Aspirations
While the immediate focus is on establishing Modern Ambition in Canada, the long-term vision is international.
“We want to solidify the brand within Canada first,” Gvakharia said, “but once we have that foundation, global expansion will follow.”
The Winnipeg flagship is both a symbolic statement and a test case. Success here could lay the groundwork for Modern Ambition to compete on a larger stage, positioning Canadian menswear alongside international luxury players.
For Gvakharia, who previously worked with global luxury brands including Hugo Boss and Ralph Lauren, bringing that expertise to a Canadian label is deeply meaningful. “After many years in the luxury and premium market, it’s exciting to use that experience to help a Canadian brand evolve. We’re opening opportunities and creating jobs in Canada, and that’s something I’m very proud of.”
It’s remarkable, very good news when a clothing company decides launch an upmarket, fashion oriented concept not only in Winnipeg, of all places, but also, not at Polo Park, the standard landing spot in town for new apparel retailers. Mondetta is rolling the dice with the opening of this store downtown at True North Square. If Modern Ambition succeeds, it will be good for the company and for a part of the city that is struggling to re-establish itself as a commercial destination. The price point is promising, less intimidating than Tom Ford, Zegna, or Armani, so the brand should be welcome in a market that is frequently overlooked beyond commodity level goods. Best of luck to Georgi Gvakharia, that he may realize his own ambitions with this project.