Clothing brand uses thread from MAGA cap to create ‘Welcome to Canada’ hat for #UnravelHate campaign
A Toronto-based clothing company on Tuesday unveiled a new campaign by removing the thread from one of President Trump’s “Make America Great Again” caps and resewing it into a “Welcome to Canada” hat.
The campaign, called #UnravelHate, was created for Peace Collective to push back against the negative symbolism of the U.S. president’s signature campaign hat.{mosads}
“We have an opportunity to tell the world that acceptance is stronger than hate, so the idea was to take a symbol of division and completely transform it,” Roman Hessary, co-founder at Peace Collective, told The Drum magazine.
The campaign’s launch video shows the thread of the MAGA hat being removed by hand and resewn into a cherry red winter hat for the Canadian cold.
The video also depicts five different Canadians describing how they immigrated to the country and what the MAGA hat represents to them.
“The MAGA hat is definitely the dividing line of ’us versus them,’” said Cori, an LGBT American who now lives in Canada. “It represents anger and fear and hatred.”
Oscar, a Salvadoran refugee, said that the United States was the “logical place” to turn to for asylum.
“But they are building walls, they are deporting people,” he said in the video.
The immigrants are presented with a new winter hat welcoming them to their new country.
“I like that,” Victor, an Ugandan immigrant, said with a smile. “Same thread from the MAGA hat? I like that more.”
“This is a campaign that’s grounded in Canadian values – diversity is our strength. Canada is a cultural mosaic and we believe that all people, no matter their identity, are welcome here,” said Hessary.
The original toque hat made with MAGA threads is being auctioned online, with proceeds being donated to WoodGreen Community Services, a charity that helps immigrants and refugees settle into their new lives in Canada.
Other “Welcome to Canada” hats, not including the MAGA thread, are available online for purchase.