Earlier this year, Jeremy Watt, cofounder of apparel brand Province of Canada, was on a call with Jacob Tierney and Brendan Brady, executive producers of Crave’s "Heated Rivalry."⁠ ⁠ For Watt, it was the culmination of a crazy run of events that occurred after his company found itself sucked into the viral vortex of social media chatter around the hit show.⁠ ⁠ In episode 2 of "Heated Rivalry," one of the main characters, Shane Hollander (played by Hudson Williams), wore a Team Canada fleece jacket. ⁠ ⁠ While the fleece was seen on-screen for only a few moments, it was enough to make fans start clamoring for one of their own. Soon, a grassroots #ReleaseTheFleece campaign picked up speed across social media.⁠ ⁠ On a whim, Watt sent a direct message to Hanna Puley, the show’s costume designer, throwing provinceofcanada's hat into the ring for bringing “The Fleece” to life.⁠ ⁠ Now, a few months later, the results are finally launching into the world.⁠ ⁠ Click the link in bio for more on ho...