In a competitive and ever-changing fashion market, Province of Canada has emerged as a standout with its unwavering commitment to manufacturing all products locally. This mission, coupled with a loyal, values-driven team, has given the brand staying power in Toronto’s constantly evolving retail market.
Since their debut in 2014, the founders, consisting of married couple Jeremy and Julie Watt have dedicated their brand to all things Canadian. blogTO had a chance to get to know Jeremy Watt’s side of business and how the brand operates as it celebrates its 10th year.
A purpose-driven business model
One of Province of Canada’s defining qualities is its immovable focus on Canadian manufacturing.
As the co-founder explains, “Sticking to our purpose of manufacturing all of our products in Canada is what keeps us going” he says. “As difficult as that is to do, it focuses us and at the same time creates a consistency that our customers can trust.”
This dedication has not only shaped Province of Canada’s identity, but also built credibility and loyalty with customers who value a homegrown product.”Consistency paired with customer service can be a powerful thing,” he adds.
The team is everything
Maintaining a physical storefront has its hurdles, especially in the face of soaring rent costs and a shifting retail landscape impacted by the convenience of online shopping. But for Province of Canada, the biggest challenge isn’t rent—it’s finding the right team.
“Other than the obvious ‘rent’ answer, I think the biggest obstacle with physical retail is a great team. We’ve been incredibly lucky with the team we have and we try our best to create a work culture that’s human,” the founder notes. For them, these storefronts are “where you have the opportunity to feel what the brand is all about.”
The small business environment in Toronto’s clothing sector is tough, but the Province of Canada founders approach it with resilience.
“I tend to approach it like a team sport,” he says.
“Everyday we lace our shoes up for whatever challenge that given day brings. Some days you’re going to lose, sometimes you’re going to win, at the end of the week, month, year, you just want your wins to outweigh your losses.” This mentality has remained one of the cornerstones of Watt’s approach toward the unforgiving nature of business.
A commitment to local production
In a world where most brands manufacture overseas, Province of Canada stands out for its local production approach. They tell blogTO that their “goal of manufacturing all of our products in Canada isn’t matched by many.”
This long-standing commitment has set Province of Canada apart, both online and in stores, resonating deeply with customers.
“As the brand ages, there are fewer companies who make products in Canada, which has been interesting to observe,” he adds, “There are also brands that used to create products in Canada but now don’t.”
Expanding with intent: a new spot in the West End
After opening their first Toronto location in Leslieville, the founders of Province of Canada always envisioned creating additional spaces across Canada.
“The vision for physical spaces that Julie and I had, if we allow ourselves to dream, was to have a small store in every major city across Canada,” says Watt, “Just a space large enough so someone could get to know us and drop by and say hello.”
After a successful pop-up experiment in Prince Edward County, they secured a space on Ossington Avenue, evolving the idea for a long-term location in Toronto’s west end.
The new location is designed to feel like “a hangout on the west end for people to introduce themselves to the brand,” with a casual, laid-back vibe that invites you to relax.
“We want to create a casual, laid back space that people feel 100% comfortable in,” the founder tells blogTO.
Province of Canada’s journey illustrates that a business grounded in purpose, consistency, and genuine connection can actually thrive—even in a challenging market.
By focusing on Canadian production, fostering a supportive work culture, and maintaining a distinct identity, Province of Canada has set a high standard for what local, values-driven businesses can achieve in Toronto’s fashion landscape.
Province of Canada is located at 1004 Queen Street East.
