Key Takeaways
- The "Canada is not for sale" hat was created as a response to U.S. President Donald Trump’s musings about annexation and Ontario Premier Doug Ford’s statement that Canada would never be for sale.
- The creators of the hat, Liam Mooney and his fiancée Emma Cochrane, aim to help other companies get on board the made-in-Canada train and strengthen Canadian supply chains.
- The couple has spent the past year learning about domestic manufacturing and the challenges Canadian firms face in getting their products on local store shelves.
- Mooney and Cochrane’s company will now function as a consultancy for other domestic manufacturers, helping them find partners, cut costs, and shorten manufacturing cycles.
- The "Canada is not for sale" message has resonated with Canadians, and the company plans to roll out products linked to events like the World Cup and the Olympics in 2026.
Introduction to the "Canada is Not for Sale" Movement
The "Canada is not for sale" hat was created by Liam Mooney and his fiancée Emma Cochrane as a response to U.S. President Donald Trump’s musings about annexation and Ontario Premier Doug Ford’s statement that Canada would never be for sale. The hat, which features the premier’s message and a Canadian flag, was initially created as a "creative rebuttal" to Trump’s comments. However, over the past year, the couple has evolved their business to feature a range of products, including tuques, shirts, sweaters, and even a maple leaf tree topper. The "Canada is not for sale" storefront has become a symbol of Canadian sovereignty and a rallying cry for those who want to support domestic manufacturing.
The Challenges of Domestic Manufacturing
Mooney and Cochrane’s journey into the apparel industry has not been without its challenges. The couple has spent the past year learning about domestic manufacturing and the difficulties Canadian firms face in getting their products on local store shelves. They have had to navigate the complexities of Canada’s manufacturing landscape, which can be daunting for small businesses. Despite these challenges, the couple remains committed to their mission of strengthening Canadian supply chains and promoting domestic manufacturing. Mooney believes that helping firms find partners, cut costs, and shorten manufacturing cycles at home will be critical if Canada is to build up its industrial capacity and stop relying so heavily on the United States and China.
Expanding the Business
The "Canada is not for sale" business has been a success, with retail demand remaining steady throughout the year. Mooney does not believe that the business relies on threats to Canada’s sovereignty in order to thrive. Instead, he sees the company as a way to promote Canadian pride and support domestic manufacturing. The firm is planning to roll out products linked to events like the World Cup and the Olympics in 2026, which will help to further promote the "Canada is not for sale" message. Mooney’s service business, which will now function as a consultancy for other domestic manufacturers, will help other companies to navigate the challenges of domestic manufacturing and promote the made-in-Canada brand.
Measuring Success
Mooney’s metrics for measuring success go beyond sales figures and profit margins. He believes that the true measure of success is the impact that the "Canada is not for sale" message has had on Canadians. Seeing the company’s hats featured alongside federal leaders during the spring election campaign was a highlight for Mooney, as it showed that the message had resonated with Canadians at a stressful time. Mooney is motivated to continue promoting the made-in-Canada story and is honored to have been a part of Canada’s narrative in 2025. As the company looks to the future, Mooney remains committed to his mission of strengthening Canadian supply chains and promoting domestic manufacturing.
Conclusion
The "Canada is not for sale" movement has come a long way since its inception, from a simple hat to a range of products promoting Canadian sovereignty and domestic manufacturing. Mooney and Cochrane’s commitment to their mission has been unwavering, despite the challenges they have faced. As the company looks to expand its product line and promote the made-in-Canada brand, it is clear that the "Canada is not for sale" message will continue to resonate with Canadians. With its focus on promoting domestic manufacturing and strengthening Canadian supply chains, the company is well-positioned to make a positive impact on Canada’s industrial capacity and promote Canadian pride.