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Research and Innovation


[International Business Times] Joe Fresh Welcomes Three Canadian Fashion Startups to Join the Joe Fresh Centre for Fashion Innovation

By Loblaw Companies Limited

International Business Times logo

Originally appeared in International Business Times

The Joe Fresh Centre for Fashion Innovation, in partnership with the Fashion Zone at Ryerson University, today announced three new Canadian startups will join the Centre. Made possible with a $1 million investment from Joe Fresh, the Centre develops and funds Canada's emerging fashion-inspired businesses through the Fashion Zone at Ryerson University.

"Joe Fresh is happy to continue partnering with innovative and forward-looking Canadian businesses," said Ian Freedman, President of Joe Fresh. "We are excited about the new cohort joining the existing eight companies to pave the way for the next generation of entrepreneurs."

"The third wave of innovators truly showcases the diversity of the fashion industry," said Robert Ott, Executive Director of the Joe Fresh Centre for Fashion Innovation. "Together with Joe Fresh, we are working with startups from all aspects of the industry to ensure they succeed in the long term."

The three new Joe Fresh Innovators are:

Sidebuy is a technology platform that enables fashion and lifestyle brands to discover influencers, automate promotional campaigns and measure the reach and impact of each campaign seamlessly. Founded by Mona Akhavi, her vision is to accelerate, optimize and measure marketing campaigns through a data-driven influencer platform. Akhavi has also built a network of 10,000 influencers across 150 cities in North America and the U.S. 

Adrenalease Inc.
Adrenalease Inc. specializes in scientifically engineered Posture Performance Apparel. Their primary Posture Performance Shirt has integrated adjustable straps that work like Kinesio-Tape. Through proprioceptive feedback and muscle memory, the straps provide a gentle reminder to keep your posture in an upright position. Founded in May 2015 by Noureddin Chahrour and Elias Seif, the Adrenalease Inc. duo has since appeared on Dragon's Den season 10 episode 6, which aired on November 18, 2015. Adrenalease Inc. has recently expanded their line with the introduction of a Posture tank-top alternative and is slated to develop a Posture Sports Bra.

Nudy Patooty
Nudy Patooty, founded by Michelle Shemilt, is a transformative undergarment that gets rid of sweat before it becomes an embarrassing stain or damages clothes. Each Nudy Patooty item is proudly made in Canada with high-tech fabric that absorbs perspiration and protects clothes by keeping them dry all day long.

Exclusive benefits for the Joe Fresh Innovators include:

  • Access to startup funding up to $50,000
  • Mentorship and networking opportunities with Joe Fresh and Ryerson leadership teams
  • Access to Fashion Zone at Ryerson University's equipment and facilities
  • Eligible marketing and promotion expenses up to $5,000
  • Academic recognition from Ryerson University following completion of the program
  • Unique showcasing opportunities
  • One dedicated working desk in The Joe Fresh Centre and one flex desk

About Joe Fresh 
Essential Style. Exceptional Value. Founded in 2006, Joe Fresh offers accessible, modern design in lifestyle collections for women, men and children. Today one of Canada's leading fashion retailers, Joe Fresh brings a contemporary point of view to everyday wardrobe favourites full of colour, polish and thoughtful details. In categories spanning apparel, accessories, footwear and beauty, Joe Fresh provides quality and style for the entire family. In Canada, Joe Fresh products are available online and in more than 350 retail locations, including 12 freestanding stores. Since 2015, Joe Fresh has opened stores in Mexico and the Philippines with local partners, and grown its U.S. e-commerce business.  For more information, please visit

About The Joe Fresh Centre
The Joe Fresh Centre, located in downtown Toronto, is modeled after Ryerson University's highly successful DMZ, Canada's top-ranked university incubator, and Ryerson Futures, its affiliated business accelerator. The mission of The Joe Fresh Centre is to identify and develop Canadian start-ups in all fashion-related fields, including design, production, technology and professional services. For more information, please visit

About the Fashion Zone at Ryerson University
The Fashion Zone at Ryerson University is one of Canada's first communities for fashion-inspired businesses. Their mission is to foster the next generation of fashion entrepreneurs by championing an interdisciplinary, collaborative approach to developing innovative products and services with high commercial potential. Through their facilities and resources members can create and launch a viable company, receive industry mentorship, and develop a network of connections in a growing community of entrepreneurs. To learn more about the Fashion Zone visit

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