Navigating a Tariff War: Why Province of Canada Was Built for This Moment

By: Andrea Cardillo, Co-Founder & Head of Content, That Tracks Content

Province of Canada launched a special edition "Canada" line.

With the tariff war now underway, one thing remains clear: The Made-in-Canada movement is stronger than ever. Consumers are laser-focused on supporting Canadian businesses, and authenticity is everything for brands.

But making all your products in Canada? That’s an ask most retailers will tell you is impossible—at least not at the price point consumers are willing to pay. 

Province of Canada co-founder Julie Brown knows this firsthand. Growing up in a small Quebec manufacturing town, she watched a lot of companies move production to the U.S. and overseas, devastating her town. 

Witnessing that trail of destruction inspired Julie to set an ambitious goal: create a clothing brand where every single item is made in Canada. No exceptions.   

As Julie recently told CBC’s Lyndsay Duncombe, “Obviously you can’t grow cotton in Canada, but we do knit 50 to 75 percent of our fabrics right here in Canada. So a lot of the fabric is made here and we cut and sew everything here.”

Being a truly Canadian brand is woven into the DNA of Province of Canada—not as a loud, in-your-face marketing gimmick, but as an authentic, consistent message. It’s literally stitched into every piece of their clothing.

So when the panic of a tariff war set in, Province of Canada didn’t need to issue a press release. Their loyal customers already knew their story—and they spread the word organically. 

Even though I’m no longer in a newsroom, my “that’s a good story” instincts kicked in. I texted a reporter about the brand and shared a customer email from Julie. Soon enough, their story was making international headlines. 

Navigating the Made-in-Canada Moment

For brands, leaning into the Made-in-Canada movement is a delicate balance. While it can position a company as a national hero, it also risks being perceived as opportunistic. 

Jenna Jacobson, associate professor at Toronto Metropolitan University and director of TMU’s Retail Institute, sees this moment as an opportunity for brands to highlight their core values. “Fortunately for Province of Canada,” she says,“they are authentically a Canadian brand.”

That authenticity is resonating with so many. Julie told the CBC that February sales doubled. There’s a deep sense of gratitude for every Canadian who has supported her vision of bringing Canadian manufacturing back home. 

As she summed it up in a recent newsletter:

“Our brand’s mission and purpose has never meant more.” 

Province of Canada made international headlines and was featured on CBC The National.

The Power of Storytelling in Uncertain Times

For brands looking to navigate this time in history, Jacobson stresses one key approach: educate over advertise. 

“As a marketing strategy right now, it’s all about using real voices,” Jacobson says. “Highlighting employees, suppliers, and customers. Rather than just corporate messaging.”

And, never underestimate the value of real people. “People trust people more than they trust organizations,” she says.

One final tip? Lean into your community.

“We’re in this together,” Jacobson says. Navigating everything “is something that is hard but we can work through it together to support the Canadian economy.”

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If your brand is looking for some fresh ideas or advice on how to position itself during the trade war, reach out.