The ‘Make America Great Again’ hat has become a controversial and divisive symbol. Wearers of the MAGA hat are not only choosing to align themselves with Trump’s anti-immigrant and anti-minority policies and rhetoric, but a school of thought that is fundamentally exclusionary and hateful. Peace Collective, a clothing brand aimed at making a difference through their brand values, was in a unique position to spark a conversation around this polarizing item of clothing.

In order to speak to Canadians and combat the hate this hat embodied, we needed to not only dismantle it but create a new symbol of openness and diversity. By unraveling a MAGA hat stitch-by-stitch, and using that very same thread to create the ‘Welcome to Canada’ toque, Peace Collective demonstrated how to #UnravelHate. This message was communicated with a short film that captured the reactions of immigrants, refugees, and newcomers to Canada to both the MAGA hat and the ‘Welcome to Canada’ toque. Finally, the Toques were made available for purchase with the profits going to WoodGreen Community Services, a charity that helps immigrants and refugees settle into their new lives in Canada.