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Canadian businesses are finally getting their time in the spotlight. Whether it’s groceries, skincare or clothing, more Canadians than ever are looking to support home-grown brands in a patriotic surge not seen since the 2010 Vancouver Olympics.
In terms of activewear, there are the big Canadian players like lululemon, Lole and MPG Sport, but plenty of smaller brands also offer fashion-forward styles. One such brand is Toronto-based 437, a swimwear-turned-activewear label that was launched in 2017 by university students Hyla Nayeri and Adrien Bettio.
What began as a startup in their parents’ homes has grown into a multimillion-dollar brand worn by celebrities such as Jennifer Lopez, Kendall Jenner, Alix Earle and more. We caught up with the founders to get their thoughts on the advantages and challenges that come with being a Canadian fashion brand, her advice for fellow entrepreneurs and what’s next for 437.
Q&A with 437 co-founders Adrien Bettio and Hyla Nayeri
Q: For those who aren’t familiar, what is 437?
A: 437 is an elevated activewear brand with a focus on feminine, modern silhouettes. What started as a swimwear brand has evolved into a category-defining activewear label, driven by a commitment to timeless design, thoughtful construction and effortless versatility. Our pieces are designed to transition seamlessly from studio to street, embodying both performance and understated elegance.
Q: What inspired you to start the brand?
A: 437 was born from a simple frustration: we couldn’t find pieces that fit and flattered the way we wanted. While studying abroad in Europe, we became obsessed with beach destinations but struggled to find swimwear that combined sophisticated design with a second-skin fit. Recognizing this gap in the market, we launched 437 in 2016—without investors, industry connections, or a massive following—just an entrepreneurial drive to create something we believed in. Over time, our design philosophy transcended swimwear, and as our customer base grew, so did our offerings. Now, 437 is entirely focused on studio wear, bringing the same meticulous attention to fit, function and femininity to activewear.
Q: What are some of the brand’s most popular styles?
A: Our Onesie, launched in spring 2023, quickly became a brand-defining staple. Designed with sculpting seam lines that mimic the effect of a corset, it strikes the perfect balance between structure and comfort. We also introduced our Wrap Top last year, which has consistently sold out since its debut. It’s the ideal warm-up piece—perfect for layering over a set before a workout or pairing with an everyday outfit for an effortless, off-duty look. To complete the look, our V-Leggings and Square Tank remain bestsellers.
Q: How has your business grown since first launching it as students?
A: The evolution of 437 has been anything but traditional. We started this brand while juggling full-time university studies and internships, working late nights and weekends to bring our vision to life. In the early years, we handled every aspect ourselves—from design to marketing—learning through experience rather than formal industry training. As we scaled, we recognized the importance of pivoting with intention, which led us to transition from swimwear to activewear. Unlike swim, which is inherently seasonal, activewear allows for year-round demand and consistent growth, providing the stability we needed to scale sustainably. Today, we have a dedicated team and a global customer base, but we remain true to the agility and entrepreneurial mindset that got us here.
Q: What have been some of the benefits and biggest challenges you’ve faced as a Canadian fashion brand?
A: Being a Canadian-founded brand has been a defining part of our journey. Our roots in Toronto have allowed us to build a brand that resonates with Canadian consumers, while also maintaining an international reach. From the start, we’ve fostered a strong sense of community and connection, particularly among young female entrepreneurs, which has been incredibly rewarding. As a Canadian company, we’ve [also] had to navigate the complexities of scaling in a market where our primary customer base is predominantly American. Logistics, tariffs and cross-border policies directly impact our operations, requiring us to be agile and strategic in our approach. Right now, as tariff discussions continue to evolve, we’re proactively assessing our supply chain and distribution strategy to ensure we can continue meeting the needs of our global customers.
Q: Do you have any advice for aspiring Canadian entrepreneurs?
A: The best advice? Just start. Too many great ideas never make it past the concept stage because people wait for the “perfect moment.” We launched 437 with minimal resources, no outside funding, and no industry experience—just a willingness to learn and iterate along the way. Another key lesson: don’t lose yourself in the process. It’s easy to let your business consume your identity, but long-term success requires balance. Prioritize mental health, relationships and personal well-being just as much as growth metrics.
Q: What’s next for 437?
A: Our biggest focus for 2025 is inventory management. As a bootstrapped brand, balancing demand with cash flow has always been a challenge, but this year, we’re implementing new systems to ensure consistent product availability. We’re also focused on deepening our connection with our community, ensuring that every collection reflects the needs and desires of the women who inspire us.
Shop 437 bestsellers
The Square Tank, $105
The Wrap Top, $105
The V Legging, $105
The Onesie, $133
The Curve Jacket, $135
The Micro Bra, $92
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