A fresh fundraising initiative has emerged following Prime Minister Mark Carney’s mention of the term “hydronym,” aimed at promoting awareness and conservation efforts for Lake Ontario. Branded By Collins, an apparel company based in London, Ont., has introduced T-shirts featuring the slogan, “My hydronyms are Lake & Ontario,” with a portion of sales proceeds allocated to Swim Drink Fish Canada, a national charity based in Toronto dedicated to safeguarding the lake’s cleanliness and safety.
Gregary Ford, the vice-president and waterkeeper of Swim Drink Fish Canada, expressed enthusiasm about the newfound attention and pride surrounding Lake Ontario. The campaign was inspired by U.S. President Donald Trump’s proposal to rename Lake Ontario as Lake America, which sparked a response from Carney emphasizing the historical significance of the lake’s name.
Lake Ontario, part of the Great Lakes system situated between Ontario and New York, derives its name from the Huron-Wendat term “oniatarí:io,” meaning “lake of shining waters.” The province of Ontario, established in 1867, took its name from this majestic body of water.
Branded By Collins initiated the production of the T-shirts in collaboration with the public relations firm Curious Public, reflecting the company’s Canadian pride and support for the cause. Although the company’s customer base is primarily in Canada, the ongoing trade tensions between the U.S. and Canada have impacted some purchasers of the merchandise.
The campaign, originally featuring hats, has expanded to include T-shirts, sweaters, and hoodies in various colors, with a portion of the proceeds contributing to Swim Drink Fish Canada’s initiatives. Ford highlighted the collaborative efforts with U.S. environmental agencies despite the renaming controversy, emphasizing the importance of protecting Lake Ontario amid environmental challenges.
The campaign has not only reignited Canadian pride but also spurred interest in understanding the lake’s Indigenous heritage, its interconnectedness with other Great Lakes, and strategies for its preservation. Ford emphasized the significance of this initiative in raising awareness and promoting action to address the environmental pressures facing Lake Ontario.