In a competitive and ever-changing fashion market, Province of Canada is a cut above the rest 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, married couple Jeremy and Julie Watt, have dedicated their brand to all things Canadian.
One of Province of Canada’s defining qualities is its immovable focus on Canadian manufacturing.
As co-founder Jeremy Watt 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.
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.
“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 told me. 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 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.
In a world where most brands manufacture overseas, Province of Canada stands out for its local production approach. Watt tells me their “goal of manufacturing all…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.”
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 recently secured a space on Ossington.
The new location will be designed to feel like “a hangout…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 per cent comfortable in,” Watt says.
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.
