A Canadian apparel company based in Ottawa quickly seized an opportunity to market hats featuring the original name of Lake Ontario following an executive order by U.S. President Donald Trump to rename the Great Lake as “Lake America.” Jackpine, founded by Liam Mooney, wasted no time in launching the baseball caps online right after Trump signed the order. The move proved successful, with the company gaining attention for its previous line of “Canada Is Not For Sale” hats worn by Ontario Premier Doug Ford.
Mooney, along with his wife Emma Cochrane, expressed a sense of duty to promote Canadian patriotism through their products. They aim to support local manufacturing by responding to consumer demand and utilizing Canadian supply chains. The timing of their latest design was strategic, coinciding with the breakdown of trade negotiations between Canada and the U.S., leading to the imposition of tariffs by both countries.
The decision to rename Lake Ontario was met with strong opposition from Canadians, including Prime Minister Mark Carney and Wendat Nation Grand Chief Pierre Picard, who criticized Trump’s attempt to erase historical and cultural significance. The move was also ridiculed by U.S. political commentator Charlie Sykes, who highlighted the triviality of the decision in the midst of significant issues.
Despite criticisms, Jackpine’s Lake Ontario hats received a surge in orders, not only from Canadians but also from international customers in cities like Paris, Tokyo, London, and Berlin. Mooney noted the global solidarity with Canada amidst the trade tensions, emphasizing that the company’s focus is on patriotism rather than profit-making. Additionally, other Canadian businesses have also capitalized on the situation, such as the success of “Elbows Up” merchandise inspired by hockey legend Gordie Howe’s defensive style as a symbol of national unity during political tensions between Canada and the U.S.