The 5&10 Movement is a mission and clothing brand inspired by the people of Mississauga to promote their city while giving back to the community.
Mississauga native, Ian Michael decided to develop the movement when he began seeing friends of his who are also situated in Mississauga call Toronto home on social media. He started to question why Mississauga wasn’t being supported as a city people wanted to call home, despite being the 6th largest city in Canada with one of the most well-known (former) mayors, Hazel McCallion.
Population of Mississauga
This is when the 5&10 Movement was born, Ian wanted to make a Mississauga brand that would encourage people to represent their own city and be proud to call it home. Ian says the message of the brand is to, “prove you can ‘make it’ in your own city.” Ian was not new to the branding scene, after a few projects he realized that the only needed brand would be one that was representing Mississauga.
The name of the movement and brand originates from the Dundas and Huontario intersection, also known as Highway 10 in Mississauga (see map on the left!). Being one of the most popular, busiest and oldest intersections in Mississauga, Ian believed it would be easy to identify while carrying a cool and urban vibe.
He was right.
As Ian took to social media to showcase his new brand he didn’t think it would lead into what was to come next. He now has a following of over two thousand people on Instagram.
The success of the 5&10 Movement is created to the people of Mississauga, knowing that Ian knew that he wanted to contribute to the community. Ian made it his mission that with the attainment of his brand he would make canned food donation to The Mississauga Food Bank. For every item purchased, Ian contributes to the food bank which feeds nearly 2.8 million people a year.
This year for the Christmas season the 5&10 Movement teamed up with other Mississauga-based entrepreneurs to make a greater donation to The Mississauga Food Bank. Participants include, The Essentialist Media (instagram: @the.essentialist), a photo-booth service throughout the GTA. The Archery Terminal (instagram: @ArcheryTerminal), an archery tag venue based in Mississauga and Brampton. And the The Cold Pressery (instagram: @thecoldpressery), an organic cold press juice and vegan snack bar in Mississauga.
The Cold Pressery also teamed up with the 5&10 Movement in another way. The newly developed juice and vegan snack bar features a drink named after the movement called the ‘5&10,’ it contains A double shot of Station Cold Brew concentrated coffee, banana, hemp seeds, medjool date & fresh almond milk.
You can check out the making of it below!
The personal meet-ups lead to the building of The 5&10 Movement’s Team. Ian admits that the people who he has connected with were all strangers before the 5&10 Movement was created. He mentions Jan Maneja (instagram: @jan.mm) personally for his photography skills that have aided the development and growth of the 5&10. Alongside Jan, @johnny2whalez on Instagram also contributed to the sleek and urban photography that has been reposted and shared on social media, some starring 5&10 models: Natalya Fumo (instagram: natalyafumo) and Maq Osman (instagram: maq_osman). Darren Troy (instagram:darren.troy) and Edlyn Peral (instagram: @edlynperal) are two new members of the movement that are encouraged to promote the brand at Mississauga high schools, but also act as photographers and models.
Credit: @510Movement for photography of Ian Michael, Jan Maneja, Johnny2Whalez, Natalya Fumo and Maq Osman.
The 5&10 brand has become a very well-known with it’s urban and smooth look. Ian Michael himself designed the original 5&10 logo, which features “Mississauga” along the bottom. As the brand grew, people began to reach out with their own ideas, one of them being Monica Teixeira (instagram: @moneyca.t) who designed the newest versions featuring the “510” on the back and written out “Five Ten” long-sleeves.
As the brand continues to grow, new merchandise will be released. To check out how supporters are wearing the brand follow, Instagram: @510movement or #510Movement.
By: Samantha Pereira