Province of Canada opens preorders after Heated Rivalry hype

After fans launched a “#ReleaseTheFleece” campaign over a fleeting Team Canada jacket appearance on Crave’s Heated Rivalry, Province of Canada has opened preorders for the viral fleece. The move blends apparel demand with a made-in-Canada promise—and includes

A jersey fleck of screen-time turned into something real—fast enough to make a small Canadian brand rethink what its customers want.

Earlier this year. Jeremy Watt. cofounder of Toronto-based lifestyle and apparel brand Province of Canada. found himself on a call with Jacob Tierney and Brendan Brady. executive producers of Crave’s Heated Rivalry. For Watt. it capped a whirlwind that began when his company was pulled into the viral orbit around the hit show.

In episode 2 of Heated Rivalry. one of the main characters. Shane Hollander (played by Hudson Williams). wore a Team Canada fleece jacket—visible on-screen for only a few moments. Still, it was enough. Fans began clamoring for a version of their own, and a grassroots #ReleaseTheFleece campaign picked up speed across social media. Posts piled up with @-mentions directed at Province of Canada. with some even pointing to specific fabrics the company already uses.

Watt took the online buzz seriously and his team started engaging with the campaign. At one point, the brand posted a glimpse of what a real-life jacket might look like. Then. on a whim. Watt sent a direct message to Hanna Puley. the show’s costume designer. putting Province of Canada’s hat into the ring for bringing “The Fleece” to life.

Now, a few months later, the result is finally moving from internet fever to retail reality. Province of Canada has opened preorders for the viral fleece.

Watt said he started Province of Canada in 2014 with his wife. Julie Brown. aiming to build a lifestyle brand with products made entirely in Canada—but without leaning on the usual stereotypes. His “feverish passion” for Canadian-made products, however, predates the company. When Watt was growing up in Ontario. his parents were avid supporters of Canadian brands because there were so few of them. “They were always the type to be, like, ‘If there’s something Canadian, we should support it,’” he says.

In college, Watt and Brown both majored in graphic design, but neither worked a traditional graphic design job. The plan was always to create a business together. By 2014, Watt realized that if they didn’t do it then, they never would—and Province of Canada was born.

The brand sells shirts, outerwear, and accessories, with an emphasis on high-quality textiles and what Watt describes as authentic Canadian craftsmanship, sourcing and manufacturing exclusively within the country.

The road to the fleece started with a much longer timeline, too. When they first opened shop. Watt’s ultimate goal was to outfit Team Canada for the Summer Olympics in 2024—ten years away at the time. Back then, the Winter Olympics were held in Sochi, Russia, the setting where Hollander sports the fleece that became famous. Although that Olympic outfit didn’t come to fruition for Paris in 2024. Watt said seeing the fictitious version of an apparel piece sparked something. He described the Heated Rivalry collaboration as symbolic of a potential future Olympics partnership. and said he knew Province of Canada needed to be part of the conversation.

When the initial social media post landed. Watt didn’t assume the show’s team would choose his smaller company for mass demand. He expected they might need a bigger brand to meet demand. but he bet that the dedication to an entirely Canadian product would resonate—and he was right. On the call. Tierney told Watt: “If I had to dream up someone to bring this to life. it would be you guys. ” Watt recalls.

Watt also points to the ongoing trade conflict between the U.S. and Canada as a reminder of why his company is willing to stick to made-in-Canada principles. “Made in Canada” can “easily slide off people’s tongues as a little detail,” he says. “But for something like this—and the importance of it as it relates to the values of the show. but also the challenges of it—it’s a really important part of it. That should be the thing that’s appreciated most about this. because typically. something like this would not be made in Canada.”.

Turning “The Fleece” from screen to reality is where the real-world economics meet the design challenge. Watt said he’s approaching the manufacturing problem by considering what Puley could have achieved if she had more time. Heated Rivalry was completed in just over a month of production; Watt said what Puley created served its purpose. but mass-producing the jacket is a different undertaking.

Manufacturing entirely in Canada adds challenges. especially when it comes to sourcing and how fast the company can realistically produce something. Still, Watt said even if the fleece were being made overseas, it wouldn’t happen overnight. “The entire project is ‘an awesome design problem to solve,’” he says.

The preorders come with a deeper meaning beyond novelty. Since the announcement, Watt has received messages from people who say they identify with the story behind Heated Rivalry’s characters. For some, The Fleece is an important symbol that helps them connect with their identity.

Watt said he tries to avoid trend-based product creation, but this is more than a trend. “There’s a lot of compassion in that story. if you’ve watched the show all the way to episode 6. ” he says. Episode 6 is where Hollander officially gets together with rival hockey player Ilya Rozanov (played by Connor Storrie) after years of hiding. Watt said Tierney and Brady have also discussed the quiet nature of the season 1 finale and the importance of leaving the couple happy and in love.

Even so, the point of the jacket goes beyond the character arc. “Even though this could be just a blanket or a piece of clothing. we are trying to create that episode 6 moment for everything that we do in this lifestyle brand. ” Watt continues. “The whole thing wouldn’t exist if it wasn’t for the storytelling. and for Hanna. the costume designer. understanding the storytelling. leading with compassion and empathy and understanding.”.

There’s also a charity layer attached to the launch: Ten percent of the proceeds from The Fleece will go to You Can Play. an organization focused on safety and inclusion in sports. especially for LGBTQ+ athletes. coaches. and fans. The National Hockey League and NHL Players’ Association will match contributions up to a combined total of $50,000 CAD. Watt called this part of the collaboration the “icing on the cake. ” and said he wanted the partner charity to have a sports aspect to connect even further to the message of the streaming TV series.

“It’s important to the show and important to the community and important to us that we pick an organization that is in alignment and an organic part of the story of the community,” he says.

Province of Canada Heated Rivalry Crave fleece preorder #ReleaseTheFleece Jeremy Watt Hanna Puley Team Canada You Can Play NHL Players' Association NHL match Canadian-made manufacturing