Turning Pain into Purpose: Cassandra Malin’s Journey with Momenta Apparel

For Cassandra Malin, founder of Momenta Apparel, entrepreneurship began with a desire to turn pain into purpose.

After teaching hot yoga for 14 years and building a background in holistic health and nutrition, Cassandra has long been connected to health, movement, and wellness. But after being diagnosed with three autoimmune conditions and facing challenges with infertility, she began looking for a way to direct her energy into something positive and meaningful.

That journey led to the creation of Momenta Apparel, a Canadian activewear brand built around comfort, function, and purpose.

“Momenta Apparel was started so that I could direct my energy in a positive direction,” Cassandra shared. “I realized I needed to turn my pain into purpose and take back my ability to create.”

Seeing a Gap in the Activewear Industry

Cassandra saw a major gap in the activewear market. Much of the industry is dominated by fast fashion and synthetic polyester fabrics. While cotton is often seen as an alternative, Cassandra found that it did not perform the way activewear needs to. It does not breathe, wick moisture, hold its shape, or function well during movement and sweat.

With her background in health and wellness, Cassandra was also aware of concerns around microplastics and their potential impact on the body and the environment. She believed there had to be a better fabric option — one that could feel good, perform well, and offer an alternative to the materials commonly used in activewear.

Momenta Apparel was created to meet that need.

A Canadian Brand Designed for Comfort and Performance

Momenta Apparel is 100% Canadian and made from an ultra-soft micromodal blend. Each piece is thoughtfully designed for the active mind and body, with a focus on people who are sensitive, aware, and intentional about what they wear.

Cassandra describes Momenta as being “created for the ones who notice everything.”

What makes the brand different is its focus on both function and feeling. The apparel is designed for movement, but also for comfort, softness, and a more mindful approach to what touches the skin.

How Funding Helped Momenta Move Forward

Cassandra used funding to purchase Momenta Apparel’s initial bulk order. After personally funding research and development for almost two years, the support she received helped move the business from concept to launch.

“The funding I received allowed me to get Momenta off the ground,” Cassandra said.

For product-based businesses, startup costs can be significant long before a product is ready to sell. Cassandra had already invested time and money into testing fabrics, developing samples, and refining the product. Funding helped her take the next step and bring the brand to market.

Learning Through the Application Process

The funding application process took longer than Cassandra initially expected, partly due to fabric delays. She needed to be fully satisfied with her samples and have a product ready for production before the application could move through the final channel for approval.

Throughout the process, Cassandra said the team at Apeetogosan was helpful, patient, and encouraging.

“I couldn’t have got this far without them,” she shared.

Preparing the business plan also taught Cassandra that planning is not a one-time task. A business plan is a working document that continues to evolve as the business grows.

She also learned how important the financials are when applying for funding.

“The financials are crucial to receiving funding, and writing a thorough business plan takes a lot of research and time,” Cassandra said.

The Reality of Product Development

One of Cassandra’s biggest early challenges was finding a fabric that met her standards and a manufacturer with fair working conditions for employees. Both were important to the values behind Momenta Apparel.

Product development also took longer than expected. Cassandra went through five samples of each item before reaching the final version.

She also learned that not all manufacturers are the same, and that manufacturing in Canada can be expensive. In an industry where there is not always a high level of transparency, Cassandra found that entrepreneurs need to investigate carefully and ask specific questions when sourcing materials and production partners.

“Manufacturing in Canada is very pricey,” she explained. “There isn’t a ton of transparency in the fashion industry, and you really need to investigate and ask specific questions when sourcing.”

Now that Momenta has secured its fabric and manufacturer, Cassandra says marketing has become one of the biggest challenges. With social media constantly changing, she is learning how to communicate the value of the brand in a way that feels authentic.

For Cassandra, the challenge is finding a way to sell without sounding like she is trying to sell.

Advice for Future Métis Entrepreneurs

Cassandra’s advice to other Métis entrepreneurs is to build a business that solves a real problem and to be clear on your “why.”

“Create a business that solves a problem and really solidify your why,” she said. “When things don’t go as expected and you come across setbacks, revisit your why to stay inspired and focused.”

Her experience shows that entrepreneurship requires more than a good idea. It takes patience, research, financial planning, resilience, and a strong connection to the purpose behind the business.

Looking Ahead

Cassandra has clear goals for the future of Momenta Apparel. Over the next three years, she hopes to grow the brand’s email list to more than 10,000 customers, offer pre-orders twice a year to release new colours, and eventually use a distribution facility to ship all orders by the end of 2028.

These goals reflect a thoughtful approach to growth. Rather than trying to expand too quickly, Cassandra is focused on building a strong customer base, managing inventory carefully, and creating a sustainable path forward.

Creating Something from a Concept

Cassandra has always had an entrepreneurial spirit and enjoys the process of turning an idea into something tangible. For her, there is pride in overcoming challenges and seeing a concept become real.

At the same time, she is honest about the sacrifice involved.

“There’s lots of sacrifice and sometimes the road can be really lonely, because unlike a 9-to-5, the work never really ends,” Cassandra shared.

To stay motivated, she surrounds herself with a supportive community that encourages her to work hard and keep going.

Momenta Apparel is a reminder that business can grow from personal experience, purpose, and persistence. Cassandra’s story shows future entrepreneurs the importance of solving a real problem, doing the research, understanding the financials, and staying connected to the reason they started.