Supporting Canadian?
An unfocused rambling about supporting Canadian brands that somehow turns into my disdain for Loblaws... but I think that may be a constant in my posts.
With all the trade and tariff unease over the last few weeks, there’s been a huge upward trend in supporting “Canadian brands.” At first, it was heartwarming and encouraging to watch, but as I (and many other small business friends) observed the discourse, we realized that small brands were often being left out of the conversation. At least in apparel, companies like Aritzia, Lululemon, Joe Fresh, Roots, and Knix were mentioned repeatedly. While many of these brands have Canadian roots (lol), there’s nuance to the conversation and to who we’re really supporting when we support these companies.
What Makes a Brand “Canadian”?
The truth is, everyone will have different ideas of what this means and what supporting a Canadian brand looks like. Some will only care if a brand was founded in Canada, some want everything in the production process to be based in Canada. It's a broad spectrum. I've outlined the definitions of "designed in Canada," "made in Canada," and "product of Canada" in the caption of this reel here.
For years, people have asked me to compile a resource outlining this information, and I’m finally doing it. This will be an ongoing project that examines brand ownership, manufacturing locations, fabric choices, sustainability initiatives, and supply chain ethics. It will be an ever-changing document, as what I find may change. Before I start to post about the brands though, I wanted to share some foundational thoughts and caveats.
How I’m Approaching This List
For the most part, I won’t be adding personal opinions, this will be a place to present the facts (or at least, the information I can find, since many large brands obscure details about ownership and supply chains, which I personally see as a red flag). That said, if you’ve followed me for a while, you likely know my opinions, and if you haven't, they tend to live between the lines.
It’s also important to note: ethical production happens everywhere. Just because something is made in China does not mean it was made unethically. The xenophobia surrounding “Made in China” goods needs to be addressed. The rise of China as a manufacturing powerhouse is a complex issue, and ethical factories exist worldwide—just as unethical ones do. Meanwhile, “Made in the USA” or “Made in Canada” does not automatically mean ethical production. Some countries have a higher risk of labor violations, but this is why transparency is critical, especially for large brands.
The Problem with Corporate Codes of Ethics
Most large brands have a code of ethics or broad statements about labor laws they expect their manufacturing partners to follow. But in my opinion, that’s never enough, and it’s often a way to shift responsibility. When things go wrong, they blame the factory, cut ties, and absolve themselves of accountability. Meanwhile, these factories often run unethically because they have no choice: it’s meet the brand’s unrealistic demands or lose their business.
The Loblaws Dilemma
Loblaws (which owns Superstore, Joe Fresh, Shoppers Drug Mart, No Frills, etc.) appears on almost every list of “Canadian brands to support.” Personally, I cannot support this company and have boycotted them for years. This boycott is imperfect—Loblaws has a deep reach in the Canadian economy—but it is intentional.
When I mentioned this on Threads, responses varied: most agreed, while others pointed out that Loblaws has the lowest prices or that they have no other options in their community. I understand both points. However, the boycott isn’t about price, it’s about corporate control. Loblaws has engaged in price-fixing schemes, and Joe Fresh was one of the brands involved in the Rana Plaza collapse. If you’d like to learn more, CBC did two great episodes found here and here. If those of us who can boycott Loblaws don’t, we risk losing independent businesses. And once independents are gone, these corporations can price however they want, just look at Amazon’s model of undercutting competitors until they disappear. (Just check out this story about diaper.com vs Amazon here).
Some argue that if we boycott Loblaws, thousands will lose their jobs. I get that too. But this is the same stupid argument used to defend fast fashion: “If we don’t buy from them, workers will lose jobs.” We existed before monopolies, and if more independent businesses thrive, they can employ more people in ethical ways. When a company employs a massive portion of the population, it gains too much power—over workers, politics, and prices.
Why am I talking about Loblaws? Well, I can’t help it… and I think the issues surrounding the company are relevant to many issues we must consider when we consider our support of Canadian (or American) businesses. There is a reddit to explore more about the boycott as well, here.
The Bottom Line: Who Are We Really Supporting?
At the end of the day, my personal stance is to support small businesses, brands that prioritize transparency, and companies that align with my ethical values. But I really want to emphasize, real change isn’t always convenient, it requires choosing uncomfortable paths. That might mean tough conversations with friends and family, debates online, or reevaluating our own habits. Trust me, facing myself and my own unease has been one of the biggest battles while drawing the curtain back on how I exist in the world of consumption.
My boycotts haven’t been perfect, but they’ve been consistent. Supporting small businesses has empowered me in countless ways. Large corporations need us far more than we need them. They rely on our complacency, on the belief that individual action doesn’t matter. The silly thought that "one person can't change anything" (said 8 billion people). But we can. These conglomerates have MUCH darker agendas and insidious ties to global issues, it's not just making us pay more for bread—but that’s a post for another day.
I’d love to hear your thoughts. What brands do you want to learn more about? Drop them in the comments below, and let’s get Beyond the Buy started.