A Montreal-based streetwear company, after sounding the alarm, is now being credited for producing the original white fleece that was modified to create a viral jacket worn in the hit series Heated Rivalry.
Ahead of the resolution reached Thursday, Yaniv Abecassis, CEO and founder of Kuwalla Tee, explained how his company’s jacket, embellished for the series, made a splash across Canada after its debut in the second episode.
But he said Kuwalla Tee wasn’t given any recognition.
“This fleece is just from our collection. It was sourced from our brand to be used on the show and we were not aware this was going to happen,” he said.
Adjustments to the original jacket include Canada in red lettering on the back, splashes of red on the collar and zipper pulls, and maple leaves on the arms.
It was designed by Canadian costume designer Hanna Puley to be, in her words, “really wearable, cozy” and “super simple.”
The Montreal-based company behind the cream fleece jacket worn by one of the main characters in the hit TV series Heated Rivalry called out the show’s production after it partnered with another apparel maker to launch the fleece to the masses. The parties have since reached an agreement.
Character Shane Hollander, played by Canadian Hudson Williams, sports the zip-up during the Sochi Olympic scenes.
And while the fluffy jacket isn’t official Team Canada merch, fans have been demanding the opportunity to buy it ever since it aired. Williams even presented Prime Minister Mark Carney with a fleece from the show on the red carpet at the Prime Time screen and media industry conference gala in Ottawa last week.
The creators of the show have partnered with a Canadian clothing company, Province of Canada, to answer the call to make this fleece more widely available.
But the problem, Abecassis explained, is that his company’s fleece was being used to market the new product — and Kuwalla Tee wasn’t getting any credit. Before contacting CBC News, he took steps to secure that credit.
Kuwalla Tee cried foul over marketing
Abecassis said at first, Kuwalla Tee reached out to the show’s producers and Province of Canada for recognition on social media.
“We even congratulated them for the amazing embellishments that they did to the fleece,” he said, noting using the modified piece for the show isn’t the problem.
“The real issue — the reason we are speaking out — because now they are monetizing it.”
The modified fleece was given to Carney as the new Province of Canada line was announced, Abecassis said.
“You see that it’s our label he’s putting on,” he said, pulling the collar of a white fleece open, showing the tag, stitched on the centre back neck.
Seeing their label on a product another company is marketing is “when we got really frustrated,” he said. His company reached out privately to the producers of the show,…
Read More: Heated rivalry cools after Montreal company gets shout-out for viral jacket
