Doug Ford’s “Canada Is Not for Sale” hats went viral amid U.S. tariff threats—Ontario PCs spent nearly C$300K on them during the election campaign.
Bold Symbol of Sovereignty
Amid escalating tensions following U.S. tariff threats and rhetoric suggesting Canada become the “51st state,” Ontario Premier Doug Ford made a striking visual statement by donning a hat emblazoned with “CANADA IS NOT FOR SALE.” The hat, created by Ottawa-based entrepreneurs, quickly became a viral emblem of national pride.
From Creative Rebuttal to Nationwide Buzz
What started as a swift, patriotic rebuttal by design duo Liam Mooney and Emma Cochrane turned into a mass phenomenon. Designed in response to provocative comments during a U.S. media interview, the hats sold tens of thousands online after Ford wore one to a meeting with Canada’s premiers and the Prime Minister. Mooney said it was “a small act of patriotism” meant to unite Canadians.
Crafting a Canadian Message… Not Easily Produced at Home
The surge in demand shone a light on domestic manufacturing challenges. Mooney and Cochrane found it hard to source fully Canadian-made caps and largely relied on imported blanks from Asia, later embroidered in Canada. Their experience highlighted the decline of Canada’s apparel sector, once prominent but diminished by decades of offshoring.
Price Tag of a Viral Campaign
Public election finances revealed that Ford’s Progressive Conservative Party shelled out C$278,910.71—about US$218,000—for the hats during the provincial campaign. More than 600 hats were channelled into campaign activities at roughly C$23.19 each.
Timing Aligned with Political Momentum
The hat campaign aligned with a successful re-election strategy for Ford. In early 2025, he secured a third majority mandate with a hardline stance against U.S. tariff threats, famously declaring, “Canada will never, ever be the 51st state. Canada is not for sale.” The hat amplified that message visually and politically.
A Rallying Cry Amid Trade Tensions
The hat gesture resonated with a wider public blowback against U.S. tariffs. Canadians rallied around slogans, boycotts, and unity against external pressure—turning a simple cap into a cultural and political flashpoint.
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