After the success of their “Canada Is Not For Sale” apparel, Ottawa’s Liam Mooney and Emma Cochrane are following up with a new “Greenland Is Not For Sale” hat.
The new hat, which is dark green with the flag for Greenland on the side, is in response to talk from U.S. President Donald Trump about taking over Greenland, which is an autonomous territory of Denmark.
Those comments are similar to ones made by Trump last year in relation to Canada, which he referred to as the 51st state. It was what prompted Mooney and Cochrane, co-founders of Jackpine Dynamic Branding, to launch an online store selling apparel with the slogans “Canada Is Not For Sale” and “Strong and Free,” as well as “Fort et libre” and “Le Canada n’est pas à vendre.”
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Back in the winter of 2018, a brutal cold snap dropped temperatures in Merrickville to -46°C. Michael J. Bainbridge and Brigitte Gall looked outside and told their holiday visitors to
“I was really bothered,” Mooney told OBJ at the time. “As a former political staffer working in Ottawa (and) as a branding and political consultant strategist, I just saw the opportunity to do something quickly because of the nature of this problem and, being a proud Canadian, it seemed like it could be a fun, cheeky kind of way to respond to this issue.”
This week, Mooney took to LinkedIn to announce his new line of made-in-Canada hats in support of Greenland.
“Here by popular request, a solidarity cap to stand up with our friends in Greenland,” the product description reads. According to the website, the hats are in production and should be ready to ship out the first week of February.
The “Canada Is Not For Sale” hats soared in popularity after Ontario Premier Doug Ford wore a hat while addressing the media at an event last year. Mooney told OBJ at the time that in the span of 90 minutes he sold $20,000 in hats.
In the weeks that followed, he and Cochrane moved all manufacturing for the brand to Canada. Today, their caps and tuques are made in Montreal and t-shirts and hoodies are from a factory in Toronto.
In recognition of the fact that Mooney and Cochrane garnered international media attention for their venture, they were named the 2025 Newsmakers of the Year by OBJ and the Ottawa Board of Trade.
