How Ash Modha built Mondetta

When Ash Modha was 16, he decided that he no longer wanted to work for his mother’s photo studio. He wanted to run his own business – his own clothing business. He, his brother, his lifelong friend, and uncle banded together and started experimenting with one clothing item after another.

It was a slow start. “We set up a pushcart kiosk at Grand Beach at Lake Winnipeg selling T-shirts. It was slow, so we hired skateboarders to draw attention.” It worked. They experimented with beach jams and sweatsuits. They pivoted from one type of clothing to another, to another.

Mondetta was born. It soared, it sagged, it rose again, and sagged. Over the past 40 years, Ash and the team have pivoted and pivoted again to ensure they would survive and thrive.