Canada is Not for Sale

What Canada is Not for Sale does

Canada is Not For Sale™ is a direct-to-consumer patriotic merchandise brand owned and operated by Jackpine Dynamic Branding Inc., a privately held Ottawa-based creative consultancy co-founded by Liam Mooney (CEO) and Emma Cochrane. The brand was launched in January 2025 as a protest label responding to U.S. presidential rhetoric about annexing Canada as the 51st state, and sells embroidered hats, t-shirts, hoodies, stickers, tote bags, greeting cards, and gift cards through a Shopify storefront at strongandfreehat.ca. The product line includes English and French variants (e.g., 'Le Canada n'est pas à vendre', 'Fort et libre', 'Vive le Canada'), confederation-era editions (the 1867 Premier Edition), and solidarity extensions such as the Greenland is Not For Sale cap and toque.

The underlying technology stack is a Shopify-powered e-commerce platform paired with a multi-facility embroidery-on-demand production network. Following initial direct fulfillment from a single embroidery-on-demand operation, the company onboarded five Canadian embroidery companies in Toronto and Montreal to scale to hundreds of hats per hour, pivoting explicitly toward a 100% made-in-Canada production model for Canadian customers while sourcing internationally for global orders. Trademarks are registered in both English and French (CANADA IS NOT FOR SALE™, LE CANADA N'EST PAS A VENDRE™, Vive le Canada, North Star™), and the company holds an inbound license from Strong and Free Emblem Inc. for the Strong and Free® mark. Two Federal Court of Canada lawsuits have been filed against counterfeit sellers to protect brand IP.

The business model is one-time direct e-commerce sales of low-ticket patriotic merchandise, priced at $7-$10 for stickers, $35-$55 for hats, and $100 for hoodies, augmented by bulk/wholesale orders (minimum 24 hats) and co-branded corporate merchandise partnerships. The company donates a portion of proceeds to charitable causes — including a $10,000 donation to Wounded Warriors Canada — and operates with a small, founder-led team supplemented by Canadian embroidery partners and recently expanded customer service staff. Marketing is movement-driven, relying on viral earned media coverage (NYT, BBC, Bloomberg, Reuters, Guardian, CBC, CTV, FT, Politico) and organic word-of-mouth rather than paid acquisition.

Name

Canada is Not for Sale

Legal name

Canada is Not For Sale

Website

https://strongandfreehat.ca

Company type

Private

Founded year

2025

Operating status

Operating

Ownership category

akta.pro rank

Product category

Patriotic Apparel and Headwear

NAICS

Clothing and Clothing Accessories Retailers (4581), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Hats, Caps & Headwear (CRAAAJAE)

Keywords

• Patriotic apparel
• Branded headwear
• Embroidery merchandise
• Protest fashion brand
• Made-in-Canada clothing

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Direct E-commerce Sales: One-time product sales through Shopify storefront. Products include hats ($35-$55), hoodies ($100), t-shirts, stickers ($7-$10), tote bags, greeting cards, and gift cards. No subscription or recurring revenue model.
2. Bulk & Wholesale Orders: Minimum bulk orders of 24+ hats. Co-branded corporate merchandise partnerships. Wholesale opportunities being explored.
3. Charitable Donations (Portion of Proceeds): Donated $10,000 to Wounded Warriors Canada. Company donates portion of proceeds to support mental health services for veterans and first responders.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Canada is Not for Sale designs, sells and ships patriotic Canadian sovereignty-themed embroidered headwear (dad hats, snapbacks, toques, baseball caps) and apparel (t-shirts, hoodies, totes, stickers, greeting cards, gift cards) directly to consumers through a Shopify online storefront. The brand carries both English and French messaging variants and offers a separate made-in-Canada collection produced by Canadian embroidery partners in Toronto and Montreal.

Product overview

Canada Is Not For Sale™ is a patriotic Canadian merchandise brand offering a focused product line centered on hats and apparel that celebrate Canadian sovereignty and national pride. The core product is the signature classic dad hat available in multiple themed editions: the original 'Not For Sale' hat ($45), the premium 1867 Edition ($55) featuring Canada's confederation year, the French language 'Le Canada n'est pas à vendre' and 'Fort et libre' variants, 'Vive le Canada' cap, 'Strong Cap' featuring the Canadian flag, and Greenland solidarity items. Additional headwear includes the Canada Cap, Snapback hat, and Greenland toque. The apparel line consists of the Canada Is Not For Sale Tee (Navy/Cardinal), Go For Gold Tee (moisture-management athletic fit), and premium Hoodie ($100). The gift and home collection features stickers in multiple sizes and languages, a North Star Holiday Greeting Card, organic cotton tote bag, and gift cards. The brand is expanding toward a fully made-in-Canada product line, with hats and toques produced in Montreal and apparel from Toronto factories for Canadian customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Not For Sale Dad Hat The signature Canada Is Not For Sale classic dad hat featuring patriotic embroidery. 100% chino cotton twill, unstructured 6-panel, low-profile cap with antique buckle closure. Available in Cranberry, Navy, and White; priced at $45 CAD.
• Canada Is Not For Sale 1867 Premier Edition Hat Premier edition dad hat featuring embroidered 1867 (Canada's confederation year) on the left side. 100% chino cotton twill construction. Available in Cranberry, Navy, and White; priced at $55 CAD.
• Le Canada n'est pas à vendre Dad Hat French-language version of the signature dad hat. 100% chino cotton twill, unstructured 6-panel, low-profile with antique buckle closure. Available in Cranberry, Navy, and White.
• Fort et libre Hat French-language hat featuring the 'Fort et libre' (Strong and Free) tagline with licensed Strong and Free branding from Strong and Free Emblem Inc. 100% chino cotton twill construction.
• Vive le Canada Cap Classic dad cap featuring three hits of embroidery with the 'Vive le Canada' message. 100% chino cotton twill, unstructured 6-panel, low-profile with antique buckle. Available in Navy, Cranberry, and White.
• Strong Cap Classic dad hat with licensed Strong and Free branding featuring the Canadian flag embroidered on the side and 'Canada' on the back. Available in Cranberry, Navy, and White.
• Greenland Is Not For Sale Cap Solidarity cap supporting Greenland's sovereignty, classic dad hat style. Green Camo color is 35% chino cotton twill, 65% polyester; also available in Spruce. Priced at $40 CAD.
• Greenland Is Not For Sale Toque Knit beanie in solidarity with Greenland. 60% cotton, 40% acrylic breathable blend; form-fitting, one size fits most. Priced at $35 CAD.
• Canada Cap 5-panel mid-profile baseball cap. 65% polyester, 35% cotton for breathability and comfort; structured front panel and adjustable snap closure. Available in Red and natural colors.
• Canada Is Not For Sale Snapback High-profile structured snapback with flat visor and grey under-visor. 85% acrylic, 15% wool; plastic snap closure. Available in Navy Blue, Red, and White. Head circumference: 22"–24".
• 1867 Northern Patriot Special Edition Hat Strong and Free licensed hat with 1867 special edition design featuring an extra embroidered crest. Available in Cranberry, Navy, and White.
• Canada Is Not For Sale Tee 100% cotton patriotic t-shirt. Fabric weight 5.0–5.3 oz/yd² with open-end yarn, tubular fabric, taped neck and shoulders, double seam at sleeves and bottom hem. Available in Navy and Cardinal; sizes S–5XL.
• Canada Is Not For Sale Hoodie Patriotic embroidered hoodie with 100% cotton face, 65% ring-spun cotton, 35% polyester. Front pouch pocket, self-fabric patch on back, matching flat drawstrings, 3-panel hood. Available in Navy Blazer and Team Red; priced at $100 CAD. Note: runs small, order one size larger.
• Go For Gold Tee Sporty, patriotic t-shirt supporting Canada's team. 50% cotton, 50% polyester with DryBlend moisture-management fabric; modern classic fit, rib collar, taped neck and shoulders. Available in White; sizes S–5XL.
• Canada Is Not For Sale Sticker (5.5"x3") High opacity adhesive vinyl sticker, 5"x3" size. Bubble-free application, durable vinyl, 95µ density. Priced at $10 CAD.
• Canada Is Not For Sale Sticker (Red Round, 3"x3") Red round sticker printed on high opacity adhesive vinyl. 3"x3" size with 95µ density; bubble-free application. Priced at $7 CAD.
• Le Canada n'est pas à vendre Sticker (3"x3") French-language round sticker. High opacity film, bubble-free application, durable vinyl, 95µ density.
• Canada Is Not For Sale Tote 100% certified organic cotton tote bag. 8 oz/yd² fabric weight; dimensions 16" × 14½" × 5"; weight limit 30 lbs; dual 24.5" straps. Available in Black and Oyster; priced at $30 CAD.
• North Star Holiday Greeting Card Canadian holiday greeting card. Thick 350 g/m² cardstock; size 4" × 6"; blank inside for custom message; envelope included.
• Canada Is Not For Sale Gift Card Virtual gift card in denominations of $10, $25, $50, and $100 CAD. Redeemable online with no expiration date; $7.24 minimum.
• Made-in-Canada T-Shirts and Hoodies Collection The fully made-in-Canada apparel collection (T-shirts and hoodies), produced in Toronto and available exclusively to Canadian customers as part of the brand's domestic-manufacturing pivot to scale capacity beyond hats.
• Bulk and Wholesale Corporate Merchandise Orders Bulk and wholesale ordering program for organizations with minimum orders of 24+ hats and co-branded corporate merchandise options. Available to Canadian organizations seeking patriotic co-branded merchandise for giveaways, branded merchandise, and organizational swag.

Quantifiable outcome

• 40,000+ people reached globally with message
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Wounded Warriors CanadacoreOthers · 13 March 2025$10,000 donation to support mental health services for veterans, first responders and their families. Company honors members of Canadian Armed Forces and others who have sacrificed to defend Canadian values. Liam Mooney, co-founder, has personal connection to mental health advocacy.
• Strong & Free Emblem Inc.coreOEM/ Whitelabel/ Licensing Partner · 18 January 2025Official licensing agreement signed January 18, 2025 between Jackpine and Strong & Free Emblem Inc. Both family-owned Canadian businesses collaborating to expand reach of patriotic messages. Denise Dow, CEO of Strong & Free Emblem Inc., stated the partnership will encourage Canadians to celebrate and uphold heritage of freedom. Products featuring 'Strong and Free' branding are licensed from Strong and Free Emblem Inc.
• Canadian Embroidery Companies (5 partners)coreStrategic or Co-development PartnerFive Canadian embroidery companies onboarded to meet unprecedented demand, working 10-12 hour shifts seven days a week. Combined capacity producing hundreds of hats per hour. These partnerships saved jobs at companies facing challenges from US tariffs.
• Canadian Logistics TeamsminorChannel Partner/ Reseller/ DistributorCanadian logistics teams added to handle fulfillment operations for shipping from Toronto facility.
• Canadian Customer Service StaffminorImplementation/ SI/ Consulting PartnerAdditional customer service staff hired to handle increased order volume and customer inquiries.
• Shopify Inc.coreTechnology or IntegrationE-commerce platform powering online store at strongandfreehat.ca. Shopify provides the online e-commerce platform to sell products and services.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• New Era Cap: Iconic global headwear brand known for licensed and lifestyle cap collections. Directly competes in the hat category that anchors Canada is Not For Sale, and operates similar licensed-embroidered headwear lines.
• Custom Ink: DTC and B2B custom apparel and accessories company with embroidery capabilities, serving both consumers and organizations. Operates a near-identical business model to Canada is Not For Sale, including bulk/wholesale and event-driven custom merchandise, making it the most directly comparable peer.
• Tentree: Canadian sustainable apparel DTC brand with mission-driven storytelling and Shopify-powered e-commerce. Shares Canadian identity, premium DTC positioning, and Shopify infrastructure with Canada is Not For Sale.
• Lids: North America's largest hat and headwear specialty retailer with strong DTC and physical-store presence. Competes directly in the primary product category (hats) that anchors Canada is Not For Sale's revenue.
• Roots: Iconic Canadian heritage apparel and accessories brand sold via DTC e-commerce and retail. Shares Canada-focused identity positioning, premium DTC headwear, and patriotic storytelling with Canada is Not For Sale, but operates at significantly larger scale.
• 47 Brand: Headwear brand specializing in licensed, embroidered lifestyle and identity caps. Closely comparable to Canada is Not For Sale on embroidered headwear, identity-driven branding, and B2C cap distribution.

Broad incumbents

• Etsy: Global marketplace for handmade, custom, and identity-driven merchandise including political and patriotic items. Serves as a competitive channel where Canadian patriotic merchandise is widely sold, competing for the same customer wallet.
• Canada Goose: Premium Canadian outerwear and apparel brand with global DTC and wholesale distribution. Overlaps with Canada is Not For Sale on Canadian-heritage identity branding and DTC apparel, but operates in a much broader and more upscale category (outerwear).
• Moose Knuckles: Canadian heritage outerwear brand with strong identity-driven marketing. Comparable on Canadian identity branding and DTC apparel, though focused on premium outerwear rather than hats and protest merchandise.

Emerging players

• Huckberry: DTC American heritage and lifestyle brand built on storytelling, community, and movement-driven identity. Comparable to Canada is Not For Sale on narrative-led DTC commerce, premium positioning, and audience-building through content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/canotforsale

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Canada is Not for Sale