The Canadian-produced Crave Series Heated Rivalry, a hit queer hockey romance that premiered to an extraordinary response after being turned down by US networks, has cemented a particular place in the cultural zeitgeist. The centrepiece of all the fashion buzz surrounding the show is a deceptively simple piece of outerwear: the Heated Rivalry fleece. Costume designer Hanna Puley from Canadian streetwear brand Kuwalla Tee and made her own set of modifications. Her stated intention was to make the garment feel more wearable, approachable, and cozy than traditional Olympic apparel, offering a fresh take on national athletic wear.
The fleece quickly took on a life of its own and became a cultural phenomenon. Fans rapidly flooded social media with enthusiastic posts about the item. This grassroots momentum led to a fan-launched Change.org petition urging Team Canada to adopt and produce the design as official merchandise. The petition argued that the fleece would help lower the barrier for new fans—including women, LGBTQIA+ fans, and people new to hockey or the Olympics—to engage in a way that feels welcoming and authentic. The garment’s iconic status was further confirmed in late January when Hudson Williams, the show's star, presented a fleece to Prime Minister Mark Carney on the red carpet at the Prime Time screen and media industry gala in Ottawa.
Responding to the viral demand and cultural moment, the show's producers announced a significant commercial partnership. The creators have partnered with the Toronto-based Canadian clothing company Province of Canada to manufacture the fleece for commercial sales, an event announced on the company's website with the title, “Release the Fleece.”
However, the story did not end there, quickly evolving into a micro scandal, over credit and attribution. Montreal-based streetwear company Kuwalla Tee, the original manufaturer that supplied the fleece used in the show and for the new product's marketing, publicly "sounded the alarm." Kuwalla Tee noted that their product was being used prominently, yet they were not receiving any credit or attribution for their role. Kuwalla Tee reached a resolution with the show's producers and Province of Canada. As part of the agreement, the show and Province of Canada committed to tagging and crediting Kuwalla Tee on all social media posts where the cream fleece jacket is shown.
For a show deeply rooted in Canadian identity, the entire fleece saga is something of a microcosm. Within a matter of weeks, this simple, unpretentious piece of apparel transformed from a costume into a cultural symbol, a diplomatic prop, a commercial opportunity, and a flashpoint for a public dispute over credit.
Background
Why everyone is talking about Heated Rivalry's Team Canada fleece (CBC)
Heated rivalry cools after Montreal company gets shout-out for viral jacket (CBC)