Mondetta Clothing Company
Encyclopedia
Mondetta is a Canadian casual and sportswear design and manufacturing company. The brand is best known for its world-flag themed apparel. Based in Winnipeg, Manitoba
, Canada, Mondetta has three main divisions: Mondetta, MPG and private label.
. Their first venture was selling business cards and stationary. Later, they delved into clothing, specifically beach-themed casual clothing for the 18-35 demographic. The name of the company, Mondetta, combines the French word world, monde with the Latin suffix for small, etta to form 'small world'. Based out of the basements of their parents’ houses, they initially sold their wares at Grand Beach
, located on Lake Manitoba
. Early on, the Modhas' uncle, Kish Modha, offered some initial loans, advice and guidance to the company and years later became the general manager and then, Vice President.
In 1988, Ash Modha, president and CEO spotted a German flag on a Volkswagen Beetle
and was inspired to transpose the flag to a sweatshirt. The partners decided to opt for appliqué patches and embroidery to emblazon their sweatshirts with flags from different countries, which was more expensive but it meant their products were 'cut and constructed above the average' and this allowed them to sell their wares at a significantly higher price point than comparable product in the market at the time.
The Flag Shirt, as it came to be known 'skyrocketed [the company] to the forefront of Canadian fashion'. To accompany their sportswear with a global theme the phrase 'A Spirit of Unification' was coined and appeared on the first flag t-shirts. As the idea began to grow, the company adopted a corporate philosophy that promoted global unity.
and a kids line. Upon releasing the Mondetta golf line in 1994, a sponsorship agreement was reached with LPGA
regular Vicki Goetze
. Licensing deals included agreements with the 1994 World Cup Soccer program and American Colleges program. The company also made forays into foreign markets such as the US, Italy
, Japan
, Korea
and Croatia
.
In 1995, Mondetta entered into a partnership with Dale Wallis and Aubrey Margolis to open a Mondetta-themed restaurant and retail store, respectively, at The Forks
in Winnipeg. The former previously ran the Grapes chain of restaurants while the latter owned Danali, a clothing store that was one of the first to carry Mondetta Clothing. The Mondetta World Café was not unlike Planet Hollywood
or Hard Rock Cafe
differed in that it was based on a fashion label, not music or movies. The restaurant eventually closed in late 1999.
A downturn in sales during the latter half of the 90s caused by waning market demand coupled with Mondetta's loss of focus resulted in a complete overhaul of the company business. In addition to withdrawing other licenses, Mondetta severed its agreement with an American distributor, stymied by the 'sprawling consumer marketplace'.
The company sought assistance through a private equity investment from Crocus Investment Fund
. The $800,000 injection allowed Mondetta to form a corporate division to create custom-made, high quality sportswear marketed directly to such companies and organizations as Sony
, BMW
, American Ballet Theatre
, Cirque du Soleil
, Earls,
as well as local firms such as Palliser Furniture
, Manitoba Lotteries Corporation
and the Winnipeg Airport Authority. The foray into corporate wear was short-lived but allowed the company, in co-operation with their Hong Kong
and China
offices, to fine-tune production processes and systems to 'aggressively market the service to customers across the country'.
The private label division creates branded products for retailers looking to offer their customers their own signature brand.
Returning to golf in 2003, Mondetta added wind shirts, rain gear and golf accessories such as bags to the apparel line of golf products. The return to golf was made possible, in part, by their Hong Kong office's development of technical fabrics. Six months later, Mondetta announced a sponsorship agreement with Canadian pro golfer, Glen Hnatiuk
, who is originally from Selkirk
, Manitoba. Of the sponsorship, Hnatiuk said, "Being a Winnipeg-based company, it seems like a nice fit."
In 2006, Mondetta bought back the stake of the company held by Crocus, regaining full control of the company.
Since the company shifted focus to corporate accounts and then later, private label customers, Mondetta maintained retail ties with a select number of stores to carry its product. The flag clothing was not being produced nor marketed for the general public but the company continually received calls asking if they would ever return. In 2009, the flag-themed clothing was re-introduced. The product was primarily sold at Costco
in two-week stints at two stores at a time. These limited engagement 'roadshows' were part of Costco's 'Show Your Pride in 2010' promotions and were held in the months leading up to the 2010 Winter Olympics
in Vancouver
. The following year, in an effort to capitalize on the World Cup
held in South Africa
, Mondetta introduced a line of World Cup-themed track jackets featuring the flags of some of the stronger teams in the tournament.
with uniforms for both and men and women. The men's gold winning and women's silver winning teams at the Vancouver Olympics were outfitted with custom-made uniforms, designed and manufactured with the specific needs of curlers in mind. Replica lines of the official uniform was simultaneously sold across the country.
described the clothing as 'fashion-forward but technical' sportswear constructed from specialized fabric. It is 'inspired by the determination and drive of high-performance athletes and dancers...[It] has some fabulous fashion detailing and unique lines that take the gear from functional to fashionable.'
, which inspired them to start the foundation. The charity has pledged $100,000 over 5 years in addition to 1% of all sales from the MPG line of men's sportswear.
In addition to its charitable work with the MCF, Mondetta has, for the last 18 years, hosted an annual golf tournament in Winnipeg called the Mondetta Charity Classic, with proceeds going to the MCF and to the Health Sciences Centre (Winnipeg)
Foundation. The company has also raised money for UNICEF, Juvenile Diabetes Research Foundation Canada, the Manitoba Historical Society
and the University of Manitoba
's International Students Association.
Manitoba
Manitoba is a Canadian prairie province with an area of . The province has over 110,000 lakes and has a largely continental climate because of its flat topography. Agriculture, mostly concentrated in the fertile southern and western parts of the province, is vital to the province's economy; other...
, Canada, Mondetta has three main divisions: Mondetta, MPG and private label.
Founding
Mondetta Clothing was started in 1986 by two sets of brothers, Ash and Prashant Modha, Raj and Amit Bahl and the Modhas' cousin, Pratik Modha, who left shortly after its inception. Both families, of Indian ancestry, had emigrated from East Africa to Canada in the early seventies but the four principals of the company only met while studying at the University of WinnipegUniversity of Winnipeg
The University of Winnipeg is a public university in Winnipeg, Manitoba, Canada that offers undergraduate faculties of art, business and economics, education, science and theology as well as graduate programs. The U of W's founding colleges were Manitoba College and Wesley College, which merged...
. Their first venture was selling business cards and stationary. Later, they delved into clothing, specifically beach-themed casual clothing for the 18-35 demographic. The name of the company, Mondetta, combines the French word world, monde with the Latin suffix for small, etta to form 'small world'. Based out of the basements of their parents’ houses, they initially sold their wares at Grand Beach
Grand Beach
Grand Beach may refer to:*Grand Beach , Canada*Grand Beach Provincial Park, Manitoba, Canada*Grand Beach, Michigan, United States...
, located on Lake Manitoba
Lake Manitoba
Lake Manitoba is Canada's thirteenth largest lake and the world's 33rd largest freshwater lake. It is in central North America, in the Canadian province of Manitoba, which is named after the lake...
. Early on, the Modhas' uncle, Kish Modha, offered some initial loans, advice and guidance to the company and years later became the general manager and then, Vice President.
In 1988, Ash Modha, president and CEO spotted a German flag on a Volkswagen Beetle
Volkswagen Beetle
The Volkswagen Type 1, widely known as the Volkswagen Beetle or Volkswagen Bug, is an economy car produced by the German auto maker Volkswagen from 1938 until 2003...
and was inspired to transpose the flag to a sweatshirt. The partners decided to opt for appliqué patches and embroidery to emblazon their sweatshirts with flags from different countries, which was more expensive but it meant their products were 'cut and constructed above the average' and this allowed them to sell their wares at a significantly higher price point than comparable product in the market at the time.
The Flag Shirt, as it came to be known 'skyrocketed [the company] to the forefront of Canadian fashion'. To accompany their sportswear with a global theme the phrase 'A Spirit of Unification' was coined and appeared on the first flag t-shirts. As the idea began to grow, the company adopted a corporate philosophy that promoted global unity.
1992-1995 Expansion and Licensing
As Mondetta experienced exponential growth, soaring sales and increased exposure, the company diversified its product line by introducing more and more pieces each season whilst also engaging in licensing agreements to offer an even wider array of products. Examples include a women’s line, denim, golf, timepieces,and a kids line. Upon releasing the Mondetta golf line in 1994, a sponsorship agreement was reached with LPGA
LPGA
The LPGA, in full the Ladies Professional Golf Association, is an American organization for female professional golfers. The organization, whose headquarters is in Daytona Beach, Florida, is best known for running the LPGA Tour, a series of weekly golf tournaments for elite female golfers from...
regular Vicki Goetze
Vicki Goetze
Vicki Goetze-Ackerman is an American golfer.Goetze was born in Mishicot, Wisconsin. Living in Hull, Georgia, she was voted "Player of the Year" from 1988 to 1990 by the American Junior Golf Association. In 1989 she was still only 16 years old when she defeated Brandie Burton to become the third...
. Licensing deals included agreements with the 1994 World Cup Soccer program and American Colleges program. The company also made forays into foreign markets such as the US, Italy
Italy
Italy , officially the Italian Republic languages]] under the European Charter for Regional or Minority Languages. In each of these, Italy's official name is as follows:;;;;;;;;), is a unitary parliamentary republic in South-Central Europe. To the north it borders France, Switzerland, Austria and...
, Japan
Japan
Japan is an island nation in East Asia. Located in the Pacific Ocean, it lies to the east of the Sea of Japan, China, North Korea, South Korea and Russia, stretching from the Sea of Okhotsk in the north to the East China Sea and Taiwan in the south...
, Korea
Korea
Korea ) is an East Asian geographic region that is currently divided into two separate sovereign states — North Korea and South Korea. Located on the Korean Peninsula, Korea is bordered by the People's Republic of China to the northwest, Russia to the northeast, and is separated from Japan to the...
and Croatia
Croatia
Croatia , officially the Republic of Croatia , is a unitary democratic parliamentary republic in Europe at the crossroads of the Mitteleuropa, the Balkans, and the Mediterranean. Its capital and largest city is Zagreb. The country is divided into 20 counties and the city of Zagreb. Croatia covers ...
.
In 1995, Mondetta entered into a partnership with Dale Wallis and Aubrey Margolis to open a Mondetta-themed restaurant and retail store, respectively, at The Forks
The Forks
- Canada :*The Forks, Winnipeg, Manitoba, a district around the confluence of the Red River of the North and Assiniboine River*Saskatchewan River Forks, where the North Saskatchewan and South Saskatchewan rivers combine to form the Saskatchewan River...
in Winnipeg. The former previously ran the Grapes chain of restaurants while the latter owned Danali, a clothing store that was one of the first to carry Mondetta Clothing. The Mondetta World Café was not unlike Planet Hollywood
Planet Hollywood
Planet Hollywood, a restaurant inspired by the popular portrayal of Hollywood, was launched in New York on October 22, 1991, with the backing of Hollywood stars Sylvester Stallone, Bruce Willis, Demi Moore, and Arnold Schwarzenegger.-History:...
or Hard Rock Cafe
Hard Rock Cafe
Hard Rock Cafe is a chain of theme restaurants founded in 1971 by Americans Peter Morton & Isaac Tigrett. In 1979, the cafe began covering its walls with rock and roll memorabilia, a tradition which expanded to others in the chain. In 2006, Hard Rock was sold to the Seminole Tribe of Florida, and...
differed in that it was based on a fashion label, not music or movies. The restaurant eventually closed in late 1999.
1995-1998
In 1995, Amit Bahl left the company.A downturn in sales during the latter half of the 90s caused by waning market demand coupled with Mondetta's loss of focus resulted in a complete overhaul of the company business. In addition to withdrawing other licenses, Mondetta severed its agreement with an American distributor, stymied by the 'sprawling consumer marketplace'.
The company sought assistance through a private equity investment from Crocus Investment Fund
Crocus Investment Fund
The Crocus Investment Fund was a Labour Sponsored Venture Capital Corporation in Manitoba, Canada.In 2004-05, the company stopped trading and was forced into receivership following allegations that it misled shareholders and overvalued its assets...
. The $800,000 injection allowed Mondetta to form a corporate division to create custom-made, high quality sportswear marketed directly to such companies and organizations as Sony
Sony
, commonly referred to as Sony, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate measured by revenues....
, BMW
BMW
Bayerische Motoren Werke AG is a German automobile, motorcycle and engine manufacturing company founded in 1916. It also owns and produces the Mini marque, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad and Husqvarna brands...
, American Ballet Theatre
American Ballet Theatre
American Ballet Theatre , based in New York City, was one of the foremost ballet companies of the 20th century. It continues as a leading dance company in the world today...
, Cirque du Soleil
Cirque du Soleil
Cirque du Soleil , is a Canadian entertainment company, self-described as a "dramatic mix of circus arts and street entertainment." Based in Montreal, Quebec, Canada, and located in the inner-city area of Saint-Michel, it was founded in Baie-Saint-Paul in 1984 by two former street performers, Guy...
, Earls,
as well as local firms such as Palliser Furniture
Palliser Furniture
Palliser Furniture is a family-owned home furnishings manufacturer based in Canada. Palliser employs approximately 3,000 people in facilities in Canada, the United States, Mexico and Indonesia....
, Manitoba Lotteries Corporation
Manitoba Lotteries Corporation
The Manitoba Lotteries Corporation is a Crown Corporation that operates and manages two casino properties: McPhillips Station Casino and Club Regent Casino in Winnipeg, Manitoba...
and the Winnipeg Airport Authority. The foray into corporate wear was short-lived but allowed the company, in co-operation with their Hong Kong
Hong Kong
Hong Kong is one of two Special Administrative Regions of the People's Republic of China , the other being Macau. A city-state situated on China's south coast and enclosed by the Pearl River Delta and South China Sea, it is renowned for its expansive skyline and deep natural harbour...
and China
China
Chinese civilization may refer to:* China for more general discussion of the country.* Chinese culture* Greater China, the transnational community of ethnic Chinese.* History of China* Sinosphere, the area historically affected by Chinese culture...
offices, to fine-tune production processes and systems to 'aggressively market the service to customers across the country'.
2003-Present
From 2001 onwards, the company was focused on three main divisions: retail, private label and corporate. The corporate program grew 50% in one year, retail continued to represent 60% of total company revenue while the private label division generated sales of $1 million in revenue a year after its introduction.The private label division creates branded products for retailers looking to offer their customers their own signature brand.
Returning to golf in 2003, Mondetta added wind shirts, rain gear and golf accessories such as bags to the apparel line of golf products. The return to golf was made possible, in part, by their Hong Kong office's development of technical fabrics. Six months later, Mondetta announced a sponsorship agreement with Canadian pro golfer, Glen Hnatiuk
Glen Hnatiuk
-Early life:Hnatiuk was born in Selkirk, Manitoba, Canada and attended the University of Southern Mississippi for college in the United States. He turned professional in 1990 and would then play on the Nationwide Tour for many years.-Professional career:...
, who is originally from Selkirk
Selkirk
The Royal Burgh of Selkirk is a town in the Borders of Scotland. It lies on the Ettrick Water, a tributary of the River Tweed. At the time of the 2001 census, Selkirk's population was 5,839. The people of the town are known as Souters, meaning cobblers.Selkirk was formerly the county town of...
, Manitoba. Of the sponsorship, Hnatiuk said, "Being a Winnipeg-based company, it seems like a nice fit."
In 2006, Mondetta bought back the stake of the company held by Crocus, regaining full control of the company.
Since the company shifted focus to corporate accounts and then later, private label customers, Mondetta maintained retail ties with a select number of stores to carry its product. The flag clothing was not being produced nor marketed for the general public but the company continually received calls asking if they would ever return. In 2009, the flag-themed clothing was re-introduced. The product was primarily sold at Costco
Costco
Costco Wholesale Corporation is the largest membership warehouse club chain in the United States. it is the third largest retailer in the United States, where it originated, and the ninth largest in the world...
in two-week stints at two stores at a time. These limited engagement 'roadshows' were part of Costco's 'Show Your Pride in 2010' promotions and were held in the months leading up to the 2010 Winter Olympics
2010 Winter Olympics
The 2010 Winter Olympics, officially the XXI Olympic Winter Games or the 21st Winter Olympics, were a major international multi-sport event held from February 12–28, 2010, in Vancouver, British Columbia, Canada, with some events held in the suburbs of Richmond, West Vancouver and the University...
in Vancouver
Vancouver
Vancouver is a coastal seaport city on the mainland of British Columbia, Canada. It is the hub of Greater Vancouver, which, with over 2.3 million residents, is the third most populous metropolitan area in the country,...
. The following year, in an effort to capitalize on the World Cup
FIFA World Cup
The FIFA World Cup, often simply the World Cup, is an international association football competition contested by the senior men's national teams of the members of Fédération Internationale de Football Association , the sport's global governing body...
held in South Africa
South Africa
The Republic of South Africa is a country in southern Africa. Located at the southern tip of Africa, it is divided into nine provinces, with of coastline on the Atlantic and Indian oceans...
, Mondetta introduced a line of World Cup-themed track jackets featuring the flags of some of the stronger teams in the tournament.
Canadian Curling Association/Vancouver Olympics
Mondetta has, since 2005, supplied the Canadian Curling AssociationCanadian Curling Association
The Canadian Curling Association is a Canadian organization responsible for encouraging and facilitating growth and development of the sport of curling. The CCA is associated with more than a dozen provincial and territorial curling associations across the country.-History:The CCA was created in...
with uniforms for both and men and women. The men's gold winning and women's silver winning teams at the Vancouver Olympics were outfitted with custom-made uniforms, designed and manufactured with the specific needs of curlers in mind. Replica lines of the official uniform was simultaneously sold across the country.
MPG
Mondetta Performance Gear is a line of activewear that aims to bridge function and fashion for athletes and dancers. DNRDNR
DNR may refer to:* Do not resuscitate, a medical instruction** "DNR" , an episode from the American television program House** The final episode of Becker , an American sitcom** "D.N.R...
described the clothing as 'fashion-forward but technical' sportswear constructed from specialized fabric. It is 'inspired by the determination and drive of high-performance athletes and dancers...[It] has some fabulous fashion detailing and unique lines that take the gear from functional to fashionable.'
Mondetta Charity Foundation
The Mondetta Charity Foundation (MCF), a completely separate entity from the Mondetta Clothing Company, was established in 2006 to provide aid, education and support to a school in Uganada and in Kenya, children who have lost their parents to AIDS find shelter at an MCF-sponsored orphanage. The four main principals of the company were born and raised in East AfricaEast Africa
East Africa or Eastern Africa is the easterly region of the African continent, variably defined by geography or geopolitics. In the UN scheme of geographic regions, 19 territories constitute Eastern Africa:...
, which inspired them to start the foundation. The charity has pledged $100,000 over 5 years in addition to 1% of all sales from the MPG line of men's sportswear.
In addition to its charitable work with the MCF, Mondetta has, for the last 18 years, hosted an annual golf tournament in Winnipeg called the Mondetta Charity Classic, with proceeds going to the MCF and to the Health Sciences Centre (Winnipeg)
Health Sciences Centre (Winnipeg)
The Health Sciences Centre is the largest hospital in Winnipeg, Manitoba, Canada. It serves the residents of Northwest Ontario and Nunavut as both a teaching hospital and as a research centre. The Health Sciences Center is a tertiary care hospital, encompassing many different specialty medical...
Foundation. The company has also raised money for UNICEF, Juvenile Diabetes Research Foundation Canada, the Manitoba Historical Society
Manitoba Historical Society
The Manitoba Historical Society is a historical society in the province of Manitoba, Canada. It was created by an act of the Legislative Assembly of Manitoba in 1879, and describes itself as "the oldest organization in western Canada devoted to the promotion of public interest in, and preservation...
and the University of Manitoba
University of Manitoba
The University of Manitoba , in Winnipeg, Manitoba, Canada, is the largest university in the province of Manitoba. It is Manitoba's most comprehensive and only research-intensive post-secondary educational institution. It was founded in 1877, making it Western Canada’s first university. It placed...
's International Students Association.