A Montreal streetwear company has gained recognition for providing the original white fleece that was customized to create a popular jacket featured in the TV series “Heated Rivalry.” CEO Yaniv Abecassis of Kuwalla Tee detailed how their jacket, enhanced for the show, gained attention across Canada following its appearance in an episode.
Despite supplying the fleece for the series, Kuwalla Tee did not receive acknowledgment for their contribution. Abecassis mentioned that the modifications to the original jacket included the addition of “Canada” in red lettering on the back, red accents on the collar and zippers, and maple leaves on the arms. The design, created by Canadian costume designer Hanna Puley, aimed for a “wearable, cozy” and “simple” look.
The character Shane Hollander, portrayed by Hudson Williams, sported the jacket in scenes depicting the Sochi Olympics. Fans expressed interest in purchasing the jacket, although it is not official Team Canada merchandise. Williams even presented a fleece from the show to Prime Minister Mark Carney at an industry event in Ottawa.
To make the fleece more widely available, the show’s creators partnered with the Canadian clothing company Province of Canada. However, Abecassis raised concerns that Kuwalla Tee’s fleece was being used to promote the new product without proper credit. After reaching out to the show’s producers and Province of Canada for recognition, Kuwalla Tee emphasized their dissatisfaction with the situation, particularly as the fleece was being monetized without acknowledgment.
Following negotiations, an agreement was reached, with Kuwalla Tee now receiving credit on social media posts related to the cream fleece jacket. Despite legal perspectives suggesting limited grounds for the company’s case, the situation underscores the complexities of intellectual property and branding in the fashion industry.