Ontario Premier Doug Ford’s Progressive Conservative party poured nearly $300,000 into novelty hats during the province’s last election campaign, according to newly released finance records.
The red and navy caps, stamped with the slogan “Canada Is Not for Sale,” became a surprise political sensation earlier this year after U.S. president Donald Trump threatened Canada’s economy and even hinted at annexation. Ford wore the hat into a high-profile meeting with other premiers and the prime minister in January, sparking a wave of online orders and turning the headwear into a symbol of defiance.
But behind the viral popularity was a hefty price tag. Records show the party spent C$278,910.71 with Ottawa-based Jackpine Dynamic Branding, the company that produced the hats. Each hat cost about $23.19, with more than 600 transferred directly into the election campaign.
Liam Mooney, who runs Jackpine with his fiancée Emma Cochrane, said the idea was meant to be a “small act of patriotism” at a time of heated rhetoric from Washington. Their online shop, selling versions in English and French, was soon flooded with demand, with tens of thousands sold despite production delays.
Ford and his team leaned heavily on the hats as a campaign prop during the February election, which ultimately delivered him a third straight majority mandate. What began as a viral novelty ended up becoming one of the most expensive campaign accessories in Ontario’s political history.