This campaign for a Canadian clothing brand recycles MAGA caps to promote acceptance

Peace Collective is using the thread to create 'Welcome to Canada' hats instead

Published On
Apr 02, 2019

Editor's Pick

Whether or not it was intended, the red MAGA baseball cap beloved of Donald Trump's supporters has become a symbol of a certain right-wing ideology since it first appeared in 2016. 

Now Canadian clothing brand Peace Collective has found a way to subvert that and turn it into a symbol of acceptance and diversity. In a new campaign via Zulu Alpha Kilo called #UnravelHate, immigrants to Canada literally unravel the thread on the hats and use it to create a new piece of apparel: a red winter hat emblazoned with “Welcome to Canada."

The idea features in an awareness campaign running across Peace Collective’s social channels that includes a video, seen here, in which five different Canadians reveal their stories about immigration and why they are proud to call Canada home. They include Aorwa, a Syrian refugee who fled the Syrian Civil War; Cori, an LGBTQ American who now resides in Canada and Victor, an immigrant from Uganda.

You can buy Peace Collective's hats for $28.99 via the campaign website, while the original version created from MAGA threads is being auctioned via eBay. Profits from the sale are being donated to WoodGreen Community Services, a United Way partner charity that helps refugees and immigrants settle into their new lives in Canada.



Apr 02, 2019
Client :
Peace Collective
Agency :
Zulu Alpha Kilo

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