In a quick response to U.S. President Donald Trump’s executive order renaming Lake Ontario to “Lake America,” a Canadian apparel company, Jackpine, wasted no time in releasing baseball caps featuring the lake’s original name. Founder Liam Mooney revealed that the concept for the design was conceived the night before the order was signed, emphasizing the opportune timing of their launch.
Mooney, who co-owns Jackpine with his wife Emma Cochrane, is known for their previous success with the “Canada Is Not For Sale” hats, notably worn by Ontario Premier Doug Ford. Describing himself as a champion for Canadian patriotism, Mooney highlighted their efforts to support domestic manufacturing and supply chains through their products.
The executive order issued by Trump, altering the lake’s name on U.S. maps, followed failed trade talks between Canada and the U.S., resulting in reciprocal tariffs. Prime Minister Mark Carney and Wendat Nation Grand Chief Pierre Picard denounced the renaming, citing historical significance and accusing Trump of disregarding their heritage.
Reflecting on the public response, political commentator Charlie Sykes criticized Trump’s actions as trivial and unbecoming of a serious leader. Meanwhile, Jackpine’s Lake Ontario hats gained widespread attention and support, with orders pouring in not only from Canada but also from international locations like Paris, Tokyo, London, and Berlin.
As businesses navigate the turbulent trade landscape, Canadian companies are finding innovative ways to capitalize on patriotic sentiments. Jackpine’s success with the Lake Ontario hats mirrors similar ventures such as the popular “Elbows Up” apparel, which gained popularity amid tensions between Canada and the U.S. The trend underscores a shift towards expressing national pride amidst geopolitical challenges.
Despite potential skepticism regarding profiting from geopolitical tensions, Mooney defended Jackpine’s motives, asserting their commitment to fostering Canadian pride and supporting local industries. The company’s focus on channeling patriotism into tangible products has resonated with consumers, driving investments back into the Canadian textile sector and bolstering domestic employment opportunities.