The Next Generation of Fashion Innovation

About Us

Joe Fresh and Ryerson University have partnered to create The Joe Fresh Centre for Fashion Innovation at the Fashion Zone at Ryerson University.

The Joe Fresh Centre for Fashion Innovation will incubate, develop and support Canada's fashion inspired businesses. Participating companies and individuals will receive exclusive benefits to hone their business models and skills. The Centre is seeking Canadian startups in all fashion-related fields, including design, production, technology and professional services.

The Centre is an initiative of The Joe Fresh Fund, a philanthropic vehicle that provides grants and assistance to a range of industry and non-profit causes supported by Joe Fresh.

Our Goal

To support the next generation of fashion entrepreneurs and leaders.

Joe Fresh has maintained a far-reaching commitment to the future of the Canadian fashion industry, including education and support of new business and design talent. The goal of The Joe Fresh Centre for Fashion Innovation is to foster a 360-degree approach to mentorship that will best position emerging entrepreneurs for real world success.

How It Works

A panel of leading fashion and business leaders will select top candidates to come to The Joe Fresh Centre in downtown Toronto to develop go-to-market strategies and accelerate their startups. Once selected, the new wave of businesses, or Joe Fresh Innovators, will join the 18-month program, where they will receive the following exclusive benefits:

One dedicated working desk in the Centre (valued at over $380/month)

One flex desk in the Centre or Fashion Zone at Ryerson University (valued at over $250/month)

Eligible marketing and promotion expenses up to $5,000. Access TO Fashion Zone at Ryerson University's equipment and facilities

A chance to be showcased on or at Joe Fresh events

Mentorship and networking opportunities with Joe Fresh and Ryerson leadership teams as well as Canadian business and fashion leaders

Academic recognition from Ryerson University following completion of the program

How to Apply

The Centre is open to all Canadian individuals and businesses. To apply you must meet the below criteria:

  • *A Canadian citizen or permanent resident
  • At least the age of majority in the applicant’s province of residence
  • Hold a Canadian business registration number (or in the application process)
  • Have a business plan and/or prototype for their business
  • Submit a personal and professional reference
  • Complete the online application and submit a 2-minute video

*Except for residents of Quebec.

Click here for contest rules

Fourth Cohort

Application window: January 10, 2017 – February 21, 2017
Notification of acceptance: April 17, 2017
Joe Fresh Centre Program: May 1, 2017 – October 30, 2018

Fifth Cohort

Application window: June, 2017 – July, 2017
Notification of acceptance: September, 2017
Joe Fresh Centre program: October, 2017 – March, 2019

Joe Fresh Innovators


Sidebuy is a platform that enables Fashion and Lifestyle Brands to seamlessly discover influencers, automate promotional campaigns and measure campaign success. Founded by Mona Akhavi, her vision is to accelerate and optimize marketing social marketing initiatives for brands through a data-driven influencer platform. Akhavi has also built a network of 10,000 influencers across 150 cities throughout North America.

Mona Akhavi


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.

Noureddin Chahrour and Elias Seif

Adrenalease Inc.

Nudy Patooty

Founded by Michelle Shemilt, Nudy Patooty is a transformative undergarment that wicks away sweat before it becomes an embarrassing stain or damages your clothes. Each Nudy Patooty undergarment is proudly made in Canada with high-tech, moisture-absorbing fabrics that protect your wardrobe and keep you dry and comfortable all day.

Michelle Shemilt

Nudy Patooty


Founded by James Yurichuk and Anthony DeBartolo, Wully is a premium lifestyle brand that designs outerwear made to perform in the coldest forecast while respecting nature. Each jacket is built with quality, warmth and functional style. Wullyis proud to use wildlife as inspiration rather than material. From the very beginning, the core of its philosophy stands on the principle of enjoying any environment while respecting nature.

James Yurichuk and Anthony DeBartolo

Wully Outerwear

Daniel Christian Tang

Mario Christian, Heng Tang and Luca Daniel Lavorato founded Daniel Christian Tang with a vision to re-invent jewelry and push the boundaries of design. The jewelry created in the collections are true, one of a kind pieces of wearable art. Each piece is custom made from a single 3D printed file and cast in the finest materials. The fusion of innovative design and modern technology has created a jewelry collection that harmoniously blends modern style with timeless elegance inspired by the intersection of arts, fashion, and architecture.

Mario Christian, Heng Tang and Luca Daniel Lavorato

Daniel Christian Tang

Ms. Dress Up

Ms. Dress Up Inc. founded, by Natalie Catania, designs and manufactures products that offer women innovative style and fashion solutions, empowering them with independence and educating them on how to make feeling beautiful easy.

Natalie Catania

Ms. Dress Up

Blanc de Noir

Blanc de Noir, founded by Gonzalo de Cárdenas and Miah Mills, is a gender-neutral lifestyle brand focused on creating highly functional, timeless pieces. The aesthetic is minimalist, practical and elegant. Each collection is inspired by a global city and makes use of historical regional materials and crafting techniques.

Gonzalo de Cardenas and Miah Mills

Blanc De Noir


Formen, founded by Andrew Grella, is a line of professional male skincare and cosmetics. With a problem-solution based approach to the male skin, Formen provides men tools to put their best face forward in 30 seconds.

Andrew Grella



Klothed, founded by Barry Fogarty, Paul Nykamp and Bhupinder Randhawa, is a curated, personalized men’s shopping and style-planning app. It enables users to quickly and easily create a personalized model that includes a selfie of their face, and a body shape and skin tone that resembles their own. They can then virtually try on clothes, share their looks with their social networks, purchase items, and plan what they're going to wear.

Barry Fogarty, Paul Nykamp, and Bhupinder Randhawa



StyleID, founded by Sarah Juma and Rachel Nicole, is a mobile application that helps consumers identify products worn, used & featured on screen. It turns television programs into interactive marketing campaigns.

Sarah Juma and Rachel Nicole


Wear Your Label

Wear Your Label, cofounded by Kyle MacNevin and Kayley Reed, is a clothing line designed to spark positive conversations about mental-health issues. The gender-neutral collection is made in North America and designed by people affected by mental illness.

Kyle MacNevin and Kayley Reed

Wear Your Label


Who can apply to The Joe Fresh Centre? Does age matter? What is a fashion-inspired business? What equipment will I receive? Are there any membership fees associated with being in the Joe Fresh Centre? Does The Joe Fresh Centre take any equity? Do I need to write a business plan? What are your expectations of me as a member after being accepted to The Joe Fresh Program? If not accepted, can I reapply next time? Where will I live? Does The Joe Fresh Centre provide housing? I am an international student. Can I still apply? Who are the judges?

Contact Us

For more information about The Joe Fresh Centre, please email