These Three Fashion Startups Joined Joe Fresh's Innovation Program

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These Three Fashion Startups Joined Joe Fresh's Innovation Program

Three new Canadian startups are joining the Joe Fresh Centre for Fashion Innovation. Made possible with a $1-million investment from Joe Fresh, the center 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, the company's 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. Its 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 Nov. 18, 2015. Adrenalease Inc. has recently expanded its 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