aaniin in-house brand and curated apparel, beauty, jewelry coming to a 6,500-square-foot pop-up during the busiest shopping season of the year
Toronto, ON – November 5, 2024 – Shoppers at the Eaton Centre will soon be saying “aaniin” to a shopping experience unlike any they’ve seen before.
“Aaniin,” meaning hello in Ojibwe, is a pop-up store and in-house streetwear brand that will feature familiar and emerging “Canadian”-made, Indigenous-owned brands from across the country. This exciting addition to the Downtown Tkaronto (the Mohawk word for Toronto meaning “the place in the water where the trees are standing”) mall invites everyone to embrace Indigenous entrepreneurship and creativity in an entirely new way.
From November 29th to December 31st, 2024, this historic four-week pop-up will feature 6,500 square feet of more than 40 Indigenous-owned brands, showcasing a curated collection of apparel, jewelry, beauty, accessories, home goods, artwork, books and more.
Anchored by the mission of its founder, Chelsee Pettit, an Anishinaabe entrepreneur from Aamjiwnaag First Nation, the store’s design and products reflect a decolonized approach to business that prioritizes economic stability, mentorship and collaboration to uplift Indigenous creators.
“This store is all about celebrating Indigenous creativity, and we’ve made supporting our community easier than ever in a way that’s powerful, accessible and inclusive,” says Pettit. “Every detail, every brand we feature, is here to share their stories and talent with the world this holiday season, and I couldn’t be more thrilled to share this experience with the downtown core.”
Notable Indigenous-owned brands include aaniin, Cheekbone Beauty, Lesley Hampton, Urban Native Era, Mini Tipi (as seen on Dragon’s Den), Section 35, Kokom Scrunchies, Decolonial Clothing and many more. The pop-up will also highlight multiple Indigenous languages and Indigenous syllabics throughout the space, amplifying Indigenous voices and creating a place of visibility and respect.
This pop-up invites shoppers to rethink Indigenous commerce and join a movement of economic sovereignty and empowerment. By showcasing Indigenous excellence, aaniin challenges colonial perceptions of Indigenous business and creates space for Indigenous brands to flourish.
The success of this project has been made possible by the unwavering support of aaniin’s sponsors. As the first sponsor of this pop-up, the Co-Founder of Payworks, Barb Gamey, couldn’t be prouder: “Payworks applauds the powerful creativity, grit and determination shown by aaniin in reclaiming space for Indigenous-owned businesses. We’re honoured to support this initiative and Indigenous entrepreneurs from coast to coast.”
Shortly after Payworks took up the mantle, MasterCard also agreed to become a partner, and their commitment has been invaluable throughout the planning of the Toronto pop-up event.
“We are proud to partner with aaniin on this initiative to bring Indigenous brands into a pop-up at the Eaton Centre, one of Canada's most popular retail spaces during the busy holiday season," said Jennifer M Sloan, Senior Vice President, Policy and Stakeholder Engagement, Mastercard, Canada. "This initiative aligns with Mastercard's ongoing commitment to foster and amplify economic empowerment and prosperity for Indigenous entrepreneurs. By celebrating and supporting Indigenous business and entrepreneurship, shoppers will have the opportunity to invest in a more inclusive and resilient Canadian economy."
Each of these partnerships has brought this vision to life, exemplifying the true spirit of allyship that is essential for growing businesses.
The pop-up will officially open to the public on November 29th, 2024, and can be found on the second floor of the Eaton Centre near the middle of the mall where American Eagle used to be.
Connect with aaniin online at aaniin.shop or follow along on Instagram @aaniin.hello for updates. If you are interested in becoming a sponsor contact communications@aaniin.shop.
About aaniin
Founded in June 2021, aaniin was inspired by a moment of creative discovery in the heart of downtown Tkaronto. What began with a simple observation — mistaking a design for Indigenous syllabics — quickly sparked a vision for a brand dedicated to placing Indigenous languages at the forefront of fashion. aaniin’s designs blend creativity, culture and minimalism to bring Indigenous languages into mainstream visibility.
Today, aaniin is a brand that tells stories through each piece, inviting curiosity and connection. Every design represents a moment, feeling or discovery, encouraging wearers to engage with Indigenous culture in a meaningful way. Through our collections, we strive to build a bridge between tradition and modern style, creating pieces that resonate on a deeper level.
