Making waves in Toronto’s retail landscape, Orso Activewear expands from Distillery District to secure year-long Union Station lease, bringing its recycled fishing net activewear and retail-first strategy to Canada’s busiest transit hub
Sustainable activewear retailer Orso has signed a one-year lease at Toronto’s Union Station, marking its second physical location following a successful launch in the Distillery District. The expansion comes as the emerging brand pursues a retail-first strategy in Canada’s competitive athleisure market.
The Union Station location positions Orso alongside established Canadian retailers in the station’s retail corridor, where it will serve the hub’s mix of commuters and downtown shoppers. The company selected the high-traffic location to showcase its collection of activewear made from recycled fishing nets.
Co-founded by Jaewon Cha and Justine Ste-Marie in March 2024, Orso emerged from a commitment to sustainable fashion and a gap in the Canadian activewear market. “We looked at three core things from a manufacturing standpoint: colors and styles that are long-lasting and not subscribed to fast fashion, materials that are repurposed ocean waste, and top-tier quality that ensures durability,” explains Justine, who serves as Community Lead.
The brand’s name, meaning “bear” in Italian, reflects its dual focus on sustainability and empowerment. “With the expression ‘mama bear,’ there’s a presence that is very comforting but also very empowered,” says Justine. “As a clothing brand for women, we’ve consulted with women in our lives about how to make the best products for them to feel confident, beautiful, and empowered.”
This customer-centric approach has shaped Orso’s retail strategy. “When you start as a new activewear brand in a really competitive market, it’s hard to get people to trust your brand, your fabric, your products when they cannot touch and feel it before they purchase and try it on,” says Jaewon. The strategy has proven effective in building strong customer relationships through physical retail presence.
The brand’s expansion to Union Station follows careful market positioning. “Union is pretty unique because it’s a mix of local and commuters, but it’s packed with Canadian-owned businesses,” Jaewon notes. “Since the activewear market is dominated by giant global corporations, this location allows us to build brand awareness while maintaining our unique identity.”
Beyond retail growth, Orso maintains strict environmental standards throughout its supply chain. The company has recently expanded its sustainable offerings to include hoodies and sweatpants made from recycled water bottles and cotton, while implementing carbon-neutral delivery options and recycled packaging materials. “A part of our profits goes to an organization that creates waste management systems in the global south,” notes Justine. “This way we’re helping remove even more plastic from the ocean.”
As Orso approaches its first anniversary, the company is preparing to release its inaugural sustainability report, providing transparent information about suppliers, manufacturers, and the environmental impact of each garment. “We want people to have access to information about who our suppliers and manufacturers are, and the impact each piece of clothing has,” says Justine. “We want to really improve our transparency with our community.”
Dustin Fuhs is the Editor-in-Chief of 6ix Retail. He is the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication. He has over 20 years of experience in the retail, marketing, entertainment and hospitality industries, including with The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Dustin was named as a RETHINK Retail Top Retail Expert in 2024 and 2025.