Merriam-Webster Dictionary defines square one (noun) as “the initial stage or starting point”. The etymology of the word is cited to date back to 1960 and is based on the use of numbered squares in some board games. The phrase “square one” is often used in negative connotations denoting loss, failure or having to start over at the beginning, as would be the case in being penalized in a board game by being sent back to the first square. 

The phrase, "square one" is already used in a variety of businesses around the world, including clothing. Our use of the expression is unique in that we are not using it in a negative connotation, to describe rudimentariness, or humble beginnings. Our use of the phrase is in reference to the origins of individual passion. The drive, inciting factors, motivation, and passion that moved people forward at a crucial moment in life — their Square One. The brand is centered on recapturing the origin of that passion that we had for something at the beginning. Unfortunately, as we progress through life, the world sometimes makes us forget why we started something. Despite pure beginnings, we are subject to setbacks, loss, and challenges to our resolve. Square One serves to remind us of our origins, capture the essence of our motivation, and keep this alive on a daily basis. Designed to be with you at any point along your journey whether it’s the beginning, or later along your path when rediscovering who you are and why you started. This is our approach to cultivating our brand uniqueness, by exploring deeply not the first square on the board, but why we started playing the game in the first place. 

Square One was conceptualized and created in Winnipeg, Manitoba, Canada. The elusive essence embodied in such terms as Ganbaru in Japanese, or Sisu in Finnish, is captured for the brand by the acronym VITAS - Viviscera (strong guts), Ignis (fire), Tenacitas (tenacity), Andreia (courage in the face of danger, bravery, fortitude), and Sophrosyne (excellence of character, soundness of mind, moderation, self-control).

 

We would like to create momentum and contribute towards positive change. Square One embodies this in our process, relationships, and goals. We have chosen to manufacture clothing utilizing Canadian-business sourced textiles, emphasizing sustainable, recycled materials with high-performance characteristics. Our garments are either hand made in small-batches, equitably right here in Winnipeg, or sourced from Canadian manufacturers. We are uncompromising in this local manufacturing standard. This means that what you wear is a representation of your value for high-quality goods made locally for fair compensation in safe working environments. As Square One grows and evolves our clothing items will also change so that we may continue to provide meaningful, quality attire to meet these standards.  

 

We attempt to price our garments fairly and competitively, which means our profit margins are much narrower than many other businesses. This is because Square One has entered the market to achieve different goals. These center on our redefinition of the term athlete. The etymology for the word athlete is derived from the Greek word athlein, which means to compete for a prize. The underpinning concept of competing really refers to overcoming adversity or challenge, and may be in competition with others or with oneself. An athlete is any being that trains oneself (reps) and works hard (grinds) in the spirit of competition (purely motivated). From this stems core values of VITAS driving your rep, grind, and flow. 

Our goal is to build a brand, but eventually also manufacturing centers and athletic training centers built around these principles. Square One strives to become more than a brand, but a community. We are passionate about learning about your path, your challenges and your identity. We want to know what defines you, drives you, and keeps you moving forward. Share an image or story, and if we dig it, you can become part of the Square One Crew. 

At its core, Square One is a brand that values the beauty of the human spirit, and its many forms of unbridled resilience. Cheers to overcoming adversity and showing the world who we really are. True beginnings — the start of something special. 

In a world of many brands and over 8 billion individuals, this is our approach to defining our uniqueness. If this resonates with you, then welcome to the family!