Hats emblazoned with the message “Canada is not for sale” have not only gone viral but have sparked important conversations about domestic manufacturing and national identity. Created by Ottawa-based marketers Liam Mooney and Emma Cochrane, these hats emerged as both a bold statement and as the realization of the complex realities of local production.
The idea for the hats took shape on January 8, when Mooney and Cochrane were watching Ontario Premier Doug Ford discuss the territorial integrity of Canada during a Fox News segment. Ford rebuffed the notion of Canada becoming the 51st state of the United States, stating clearly, “Canada is not for sale.” Following these remarks, the couple decided to create and sell hats carrying this very message. By the time the initial designs were available, they had already received an overwhelming response; on January 15, the situation escalated with Ford wearing one during high-profile discussions with Prime Minister Justin Trudeau.
Since the hats’ inception, orders have soared, climbing to tens of thousands as the message struck a chord across Canada and beyond. The couple has turned their small operation situated at Jackpine Dynamic Branding, their business consultancy, to meet this unexpected demand. Mooney confirmed, “When the chips are down, we stand together,” highlighting the unity their hats symbolize during politically tumultuous times.
“Imagine you’re a snake and you’re trying to consume a giant bowling ball. That’s what we’ve been experiencing here,” Mooney stated, illustrating the difficulties they encounter as demand outstrips their production capabilities.
Despite the burst of interest, Mooney and Cochrane found out the hard way how challenging it is to produce apparel entirely made within Canada. They approached several local manufacturers only to discover many are unable to keep costs competitive due to cheaper overseas labor and materials, leading them to rely on imported products from countries like Vietnam, Bangladesh, and China.
According to Henry Navarro Delgado, associate professor at Toronto Metropolitan University, Canada’s textile industry has been declining since the 1980s when it began outsourcing production to countries where manufacturing was far less expensive. “Can you even produce something like casual wear locally? The reality is, it's almost impossible,” said Delgado, noting Canada was sixth on the list of clothing importers but did not even make the top ten for exporters.
Most apparel manufactured domestically now is linked to specialized needs, such as military uniforms or cold-weather gear. Notably, items as simple as T-shirts are manufactured elsewhere; for example, one T-shirt might cost as little as one dollar from China—price points unattainable by local manufacturers.
Jimil Ataman, assistant professor at the University of Alberta’s department of human ecology, acknowledged the plight of small manufacturers. “The high costs of materials lead to shockingly elevated prices for consumers who aren’t accustomed to seeing high-value apparel,” she stated, noting the hats now sell between $45 and $55, leading many to question if they represent true value.
Yet, the significant markup seems justified as demand remains high, with Mooney asserting the profits will be reinvested as they seek to scale production. Ford’s spokesperson indicated the premier’s endorsement undoubtedly propelled sales, with Ford himself acknowledging the grassroots nature of the movement, “This is about everyday Canadians standing up for their country.”
More than just merchandise, the hats have become symbols of Canadian pride and resilience. They represent unity against outside threats, particularly against Trump’s rhetoric demanding respect from Canada and threatening tariffs on imports.
The connection between these hats and the political climate has garnered media attention and sparked conversations about how the socio-political discourse affects businesses within Canada. Mooney emphasized the hats were intended as “a creative rebuttal to President Trump's remarks,” aiming to counter the concept of Canadian annexation. “It’s an opportunity to bring people together from all of civil society, regardless of political persuasion,” he added, reinforcing the hats' intention as patriotic items.
Not only have Canadians been drawn to the hats, but Mooney mentioned several orders have also come from the U.S. market, “The customer base is growing every day,” he noted, reflecting the broader appeal of their message of sovereignty. This sentiment aligns with rising concerns about international trade tensions, especially as Trump's tariff plans loom, potentially crippling the Canadian economy and increasing costs for everyday Americans.
Mooney's venture exemplifies the intersection of entrepreneurship and political expression. Despite the challenges, the couple embraces the “journey” they’ve undertaken. “We’re trying to make sense of this chaotic world, and if this hat can contribute to some sense of pride, then it’s worth every effort,” he concluded.
The hats’ appeal transcends mere fashion, embodying views on sovereignty and national identity, reinforcing public opinion against possible corporatization of their homeland. The ‘Canada is not for sale’ hats now serve as unifying tokens, reminding people of their national pride and the importance of local manufacturing.