Just moments after U.S. President Donald Trump signed an executive order to rename Lake Ontario, a Canadian firm was quick to market hats featuring the lake’s original name.
The Ottawa-based company Jackpine launched their baseball caps online mere hours following Trump’s decision to designate the waterway, which separates Canada from New York, as “Lake America.”
Liam Mooney, the founder of Jackpine, revealed that he conceived the design the night prior.
“It was evident that he would make this move against us, so we acted quickly,” Mooney shared with As It Happens guest host Paul Hunter. “The timing was certainly advantageous.”
Mooney and his wife Emma Cochrane co-own Jackpine, which previously gained attention for their “Canada Is Not For Sale” hats, which became popular after Ontario Premier Doug Ford wore one during public engagements.
“I feel a certain responsibility, as if I am a chief advocate for Canada,” Mooney expressed.
“I’m actively working to utilize our made-in-Canada supply chains so that if demand arises, we can bring that manufacturing back home and leverage the situation to enhance our national industrial capacity.”
Ontario Premier Doug Ford dons a ‘Canada Is Not For Sale’ hat upon arriving for a first ministers meeting in Ottawa in January 2025. (Justin Tang/The Canadian Press)
Trump’s directive, which alters the name of the Great Lake on U.S. maps, follows the collapse of trade discussions between Canada and the U.S. last weekend.
The Trump administration has imposed 50 percent tariffs on a broad range of Canadian products, prompting Canada to retaliate similarly.
Canadians have outrightly condemned the executive order.
Prime Minister Mark Carney took to social media to assert that the name Ontario derives from the Wendat term Ontari’io, meaning “the lake is beautiful, the lake is big,” highlighting its existence before “the Confederation of Canada and the Declaration of Independence of the United States.”
Wendat Nation Grand Chief Pierre Picard also released a statement accusing Trump of attempting to “erase” the nation’s heritage.
U.S. commentator Charlie Sykes remarked on CBC Radio’s Day 6 that this action reflects Trump’s lack of seriousness as a leader.
“He is attempting to present himself as a grand global leader, likening himself to historical figures like Caesars and Napoleons. But what is he actually doing? He is online, issuing trivial comments about renaming lakes,” Sykes commented.
“Even a clown with a flamethrower is still a clown.”
Profiting from Patriotism?
Mooney stated that as soon as Jackpine listed the hats online, orders began to pour in.
“It’s been an incredible day, with an overwhelming response,” he remarked. “I believe Canadians are eager to find ways to express their patriotism right now.”
However, he noted that their customer base reaches beyond Canada’s borders.
“We are receiving orders from Paris, Tokyo, London, and Berlin,” he mentioned. “People worldwide are showing their support for Canada.”
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‘Lake America’? Trump’s ‘utterly ridiculous’ renaming met with laughter in Kingston
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Despite Trump’s renaming of Lake Ontario, Great Lakes endure as symbol of U.S.-Canada collaboration
Jackpine is not the only Canadian business finding ways to benefit from the ongoing trade tensions expected to disrupt many sectors.
In 2025, “Elbows Up” merchandise became immensely popular among Canadian retailers, including Timeless Memories based in Yarmouth, N.S., and Toronto’s Shop Love Collective.
The term, referencing late hockey legend Gordie Howe’s defensive approach, emerged as a national rallying cry last spring amid Trump’s repeated jokes and threats about annexing Canada as a 51st state.
Many Canadians are re-thinking their relationship with the United States as U.S. President Donald Trump levies tariffs and threatens to make Canada the 51st state. Windsorite Mary Gilbeault is making hundreds of ‘Elbows Up’ pins to share her national pride. She speaks with CBC Windsor Morning host Amy Dodge.
When questioned if selling the Lake Ontario hats could be perceived as exploiting a negative situation for profit, Mooney asserted that his intentions are rooted in patriotism rather than financial gain.
“When individuals seek ways to articulate their feelings, simplifying complex ideas can be effective. Fortunately, we have been part of moments that have achieved this,” he explained.
“And thankfully, it has benefited Canada. We have invested millions in the Canadian textile sector and in supporting Canadian workers.”