We define “square one” as the place where a personal goal or passion begins.
The drive, inciting factors, motivation, and passion that move you forward at a crucial moment in life — this is your Square One.
The Square One brand is centered on recapturing the origin of that passion that we had for something in the very beginning.
As we progress through life, the world sometimes makes us forget why we started something.
Founded in Winnipeg, Canada, Square One draws inspiration from concepts like Japan's Ganbaru or Finland's Sisu, reflected in the acronym VITAS: Viviscera (guts), Ignis (fire), Tenacitas (tenacity), Andreia (courage), and Sophrosyne (character excellence).
Our mission is to foster positive change through ethical practices, using equitable manufacturing standards, done locally in our brand’s community, and being environmentally conscientious by prioritizing the use of recycled materials
Our pricing model stems from our goal to redefine what it means to be an athlete — anyone striving to overcome challenges, whether against others or themselves. As we grow, we aim to build a community, sharing stories of perseverance and passion. Our apparel is made to go the distance, with each design, material, and manufactured style having been rigorously battle tested in the field for over 3 years prior to marketing.
Despite pure beginnings, all of us experience setbacks, loss, and challenges to our resolve.
We’re here to remind you of your origins, capture the essence of your motivation, and keep it alive on a daily basis.
Square One is about revisiting the spark that first drove you, whether at the beginning of your journey or during moments of rediscovery.
This is our approach to cultivating a brand built by something more than just performance wear. We want to explore deeply – not just the first square on the board – but why we started playing the game in the first place.
Square One celebrates the beauty of the human spirit, resilience, beginnings – and most importantly – continuation.
Welcome to the family.
Each design, material, and manufactured style has been rigorously battle tested in the field for over 3 years prior to marketing.
