A Montreal streetwear brand that raised concerns is now being acknowledged for creating the original white fleece jacket that was altered to make a popular garment in the TV series “Heated Rivalry.” Before the recent resolution, Yaniv Abecassis, the CEO of Kuwalla Tee, shared how their jacket, customized for the show, gained attention in Canada following its appearance in the second episode. Despite this, Kuwalla Tee did not receive any credit for the contribution. Abecassis mentioned that the fleece was part of their collection and was not informed about its use on the show.
Modifications to the initial jacket included the addition of “Canada” in red lettering on the back, red accents on the collar and zipper pulls, and maple leaves on the sleeves. The design was crafted by Canadian costume designer Hanna Puley to be comfortable and straightforward.
Character Shane Hollander, portrayed by Canadian actor Hudson Williams, wore the zip-up jacket during scenes set at the Sochi Olympics in the series. Although the cozy jacket is not official Team Canada merchandise, fans have expressed interest in purchasing it since its appearance. Williams even gifted a fleece from the show to Prime Minister Mark Carney during a recent event in Ottawa.
To meet the demand for the fleece, the show’s creators collaborated with a Canadian clothing brand, Province of Canada. However, Kuwalla Tee raised concerns that their fleece was being used to promote the new product without receiving acknowledgment. They took steps to address this issue before approaching CBC News for assistance.
Abecassis stated that Kuwalla Tee initially contacted the show’s producers and Province of Canada to request recognition on social media. The company appreciated the modifications done to the fleece for the show but highlighted the concern of not being credited while the product was being commercialized. Following unsuccessful private communications with the show’s producers, CBC News intervened by reaching out to them for clarification.
The production company clarified that the fleece shown in marketing material was not the final design and emphasized their commitment to producing the garment in Canada. Kuwalla Tee’s products are designed in Montreal but manufactured overseas. After negotiations, an agreement was reached, and Kuwalla Tee received proper credit on social media platforms.
In legal terms, a law professor from McGill University, Richard Gold, explained that Kuwalla Tee had limited legal grounds for a case. He mentioned that competition laws generally allow profiting from similar products unless there are distinct design elements or registered logos involved. Gold emphasized that the value of the jacket stemmed from its association with “Heated Rivalry” rather than Kuwalla Tee.
In conclusion, Kuwalla Tee has now been acknowledged by “Heated Rivalry” and Province of Canada in resolving the issue surrounding the cream fleece jacket, bringing the Montreal-based company the recognition it deserved.