We are 437 — an elevated lifestyle brand driven by a desire to design pieces that doesn’t compromise on aesthetic, quality, or fit.

Best friends Hyla Nayeri and Adrien Bettio founded the brand in 2017 out of their University house (address: 437 Johnson Ave.) while they were completing their final year of school. What spurred the idea? After doing a semester studying abroad in Europe, Hyla and Adrien noticed a gap in the swimwear market when they weren't able to find any bikinis that flattered their bodies. Upon graduation, while many of their best friends and classmates were moving downtown Toronto to start their corporate careers as investment bankers or consultants, Hyla and Adrien moved back in with their parents in order to work full time on 437 (with no salary for almost two years).

When 437 was launched back in 2017, it was done so without the help of any investors. Hyla and Adrien scrounged together the savings they had from summer internships and odd jobs, and invested everything into their idea. Starting a brand with virtually no money was tough, but having no fashion design experience, entrepreneurial experience, and especially without a social media following was even tougher. Growing 437 was extremely difficult, contrary to what social media might lead you to believe. On launch day the company only had two orders (one of them from their supportive best friend). Hyla and Adrien had seen many businesses launch and sell out immediately, and used the feeling of deflation from the launch to motivate them to grow, and despite not being influencer-led, or investor-backed, they were motivated that they could become a brand that was able to have exciting sell-out days as well. After 18 months of perseverance, they finally had their first sell out moment.

After three years of focusing on swim + resort-wear only, they expanded into activewear + lifestyle pieces, while ensuring what they were known for, flattering designs that enhance the body, remained the focus, no matter what.

Like any major product expansion, 437’s activewear did not become successful overnight. However due to Hyla and Adrien’s genuine interest in wellness in their everyday lives, it was an aligned passion that they were adamant on figuring out until 437 became synonymous with activewear. Now two years later, activewear makes up the majority of the brand’s revenue.

437’s pieces have been spotted on Jennifer Lopez, Kylie Jenner, Kendall Jenner, Bella Hadid, Emily Ratajkowski, Megan Thee Stallion, Sydney Sweeney, Alix Earl, Millie Bobby Brown and many more.

The company is based in Toronto, Canada and is powered by a small all-women team. To date 437 has been entirely self-funded, and has not taken on any outside investments. In 2020, Hyla & Adrien landed on the Forbes 30 Under 30 list, and have launched their mentorship course, How TF Do I Start - to help other budding entrepreneurs build their dream brands.