What Pluto Apparel does

Pluto Apparel is a privately held Canadian lifestyle apparel brand headquartered in Calgary, Alberta and operated through its parent entity Mish Corp. Founded in 2022, the company designs and sells wardrobe essentials — t-shirts, sweatshirts, hats, beanies, and postcards — organized into four thematic collections (Essentials, Cozy, Discovery, and a purpose-driven Community Collection), with unit pricing between CAD $20 and $92. The brand's positioning is built on the narrative of Pluto's planetary reclassification as a metaphor for underdogs and individuals told they do not belong, and an annual Community Collection donates 100% of profits to a chosen social initiative such as Forward Level's All Heart program supporting frontline healthcare workers.

The business is operated as a direct-to-consumer e-commerce store on Shopify (plutoapparel.ca), with no physical retail, wholesale, or marketplace presence. Shipping is restricted to Canada only. Customer acquisition is driven by organic social (Facebook, Instagram) and an email newsletter used for retention, special offers, new collection launches, and giveaways. Payment rails include Shopify Payments (Apple Pay, Google Pay, Shop Pay, Visa, Mastercard). The company is bootstrapped with no disclosed funding rounds, no institutional investors, and a headcount in the 1-10 range. The founder, Amish Morjaria, is the only leadership name identified, and no broader management team is disclosed in the source material.

Name

Pluto Apparel

Legal name

Mish Corp.

Website

https://plutoapparel.ca

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Pluto Apparel is a Calgary-based Canadian DTC lifestyle apparel brand selling wardrobe essentials — tees, sweatshirts, hats, and postcards — through its Shopify store, with an annual Community Collection donating 100% of profits to social causes.

Ownership category

akta.pro rank

Product category

Lifestyle Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Lifestyle apparel brand
• Direct to consumer ecommerce
• Casual wardrobe essentials
• Community collection t-shirts
• Canadian fashion brand

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: One-time transaction model selling apparel products (t-shirts, sweatshirts, hats, accessories) and postcards directly to consumers through their Shopify e-commerce store. No subscription or recurring revenue component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Pluto Apparel is a Canadian lifestyle brand that designs, sources, and sells casual apparel and accessories directly to consumers through its own Shopify-powered online store. Its product line includes t-shirts, sweatshirts, hats, beanies, and postcard 5-packs organized into Essentials, Cozy, Discovery, and Community Collections, with 100% of profits from limited-edition Community Collection items donated to social initiatives. The brand sells exclusively online and ships only within Canada.

Product overview

Pluto Apparel is a Canadian lifestyle brand headquartered in Calgary, Alberta, producing wardrobe essentials designed to be lived in. The company offers apparel across four main collections: Essentials (foundational wardrobe pieces with signature logo), Cozy (warm, comfortable apparel), Discovery (inspirational journey-themed pieces), and Community Collection (mission-driven items). Product lineup includes t-shirts (everyday pocket tee, women's v-neck tee, 92 tee, still here long sleeve, all heart tee), sweatshirts (92 crewneck), headwear (billie hat, everyday toque), and accessories (postcard 5-pack). The brand's philosophy centers on celebrating personal stories and journeys, using Pluto's story as a metaphor for resilience.

Differentiator

Problem solved

Functional benefit

Products and services

• All Heart Unisex Jersey Tee A limited-edition unisex t-shirt from the Community Collection made from 100% combed and ring-spun cotton. 100% of profits are donated to the All Heart initiative supporting frontline healthcare workers.
• 92 Tee A unisex graphic t-shirt celebrating Pluto's 92nd anniversary with an out-of-this-world graphic design, part of the Discovery Collection.
• 92 Sweatshirt A unisex crewneck sweatshirt celebrating Pluto's 92nd anniversary, made from 65% cotton and 35% polyester fleece with brushed fleece lining, side-seamed construction, and ribbed cuffs and collar.
• Billie Hat A mid-crown 6-panel structured hat with retro bicycle print, available in Sunset, Blue Lagoon, Cobblestone, and Penguin colors. Features a slightly curved visor and flex-fit with plastic snap-back closure.
• Everyday Pocket Tee A classic fine jersey unisex pocket t-shirt for everyday comfort, featuring pre-shrunk fabric, ribbed collar, and side-seamed construction.
• Women's V-Neck Tee A women's v-neck tee made from a soft cotton-poly blend featuring the signature Pluto logo, designed as a wardrobe staple for everyday comfort.
• Still Here Long Sleeve A unisex fine jersey long sleeve tee made from 100% combed ring-spun cotton featuring an inspirational message for those who persist despite doubt.
• Everyday Toque A 100% acrylic beanie with a 12-inch style and 3-inch folded cuff, designed as an all-seasons accessory for comfort and warmth, one size fits most.
• Postcard 5-Pack A 5-pack of artistic postcards designed to spark joy, foster connections, and spread positivity, featuring vibrant colors and playful illustrations with five stamps included. Size 4x6.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Forward LevelcoreStrategic or Co-development PartnerPluto Apparel partnered with Forward Level to create the All Heart unisex jersey tee. This is a limited-edition product from their Community Collection where 100% of profits are donated to support frontline healthcare workers through acts of kindness via the All Heart initiative.
• ShopifycoreTechnology or IntegrationShopify powers Pluto Apparel's online e-commerce store. The platform provides the online store infrastructure enabling product sales, payment processing, checkout functionality, and order management.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Public Myth: Canadian DTC apparel brand selling graphic tees and lifestyle apparel online with a brand-story-driven marketing approach. Directly comparable in scale, channel mix, and product category.
• MeUndies: DTC basics apparel brand with a lifestyle-first brand narrative and Shopify-led commerce. Comparable product mix (tees, underwear, accessories) and community-driven marketing.
• AYR (All Year Round): DTC women's apparel brand selling wardrobe essentials via Shopify. Comparable product positioning (everyday essentials) and direct-to-consumer go-to-market, though at larger scale.
• Tentree: Canadian DTC apparel brand with a sustainability/impact mission and Shopify-led commerce. Highly comparable to Pluto Apparel in geography, scale, and mission-driven positioning, though operating at significantly larger scale.
• Encircled: Canadian DTC ethical apparel brand focused on versatile wardrobe essentials. Comparable in product category, Canadian DTC positioning, and values-driven brand narrative.
• Kotn: Canadian-founded DTC basics and lifestyle apparel brand with ethical sourcing and direct-to-consumer model. Comparable product mix (tees, sweatshirts, accessories) and storytelling approach to Pluto Apparel.

Broad incumbents

• Everlane: Established DTC essentials brand with radical-transparency and ethical-sourcing positioning. Comparable values-driven narrative and basics apparel mix, but operates at significantly larger scale with broader category depth.
• Patagonia: Established mission-driven apparel brand with strong cause-marketing. Comparable in 'brand built around activism' positioning, though vastly larger and focused on outdoor/cold-weather categories.
• Bombas: DTC apparel brand built around a one-for-one donation model. Comparable mission-driven structure (especially to Pluto's Community Collection), though focused on socks/essentials at much larger scale.

Regional players

• DU/ER: Canadian DTC apparel brand selling premium everyday clothing online. Comparable Canadian DTC positioning and product category, though more performance-leaning than Pluto.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PlutoApparel
• Instagraminstagram.com/plutoapparel.ca

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pluto Apparel