When Denise Dow founded Strong & Free Emblem Inc. in 2007, she was inspired by a vision that began decades earlier. Growing up in New Brunswick, Dow often wondered why Canada lacked a unifying symbol similar to the American eagle. Her father, a proud member of the Canadian Coast Guard, instilled in her a deep appreciation for national identity.
“I used to visit my cousins in Massachusetts and see American eagles on buildings,” said Dow. “I thought, why doesn’t Canada have something like that?”
The answer came to her in high school in the 1970s. Dow began sketching maple leaves from her backyard and pairing them with the phrase “Strong and Free,” drawn from the Canadian national anthem. It wasn’t until her own children reached high school that she finally acted on the idea.
“That was the push,” she explained. “I wanted my kids to be part of something meaningful, and I wanted to create a business I could pass on to them.”
In 2007, Dow trademarked the Strong & Free phrase and emblem, establishing a foundation for what would become a distinctive Canadian brand.
From Backyard Sketch to National Symbol
The first Strong & Free products were plaques featuring the emblem, sold through Canadian Tire and later adopted by Bradford Exchange and specialty retailers. Over time, the brand expanded into apparel and accessories, building a reputation for quality Canadian-made products.
“I kept the model simple,” said Dow. “We started with plastic plaques, then aluminum plaques made from Canadian aluminum, supporting local resources. From there, we added apparel and hard goods.”
Today, Strong & Free products include hoodies, t-shirts, hats, crests, pins, decals, and more. The company has also created custom items such as hockey sticks and leather portfolios through partnerships with Canadian manufacturers.
“Our hoodies were originally made in Nova Scotia using the same machines that Roots started with,” Dow noted proudly.
A Business Built on Partnerships and Licensing
Strong & Free operates on a licensing and trademark model, allowing Canadian manufacturers and artisans to produce goods under its brand. This approach enables the company to maintain a lean structure while scaling its reach.
“My goal was to build something that could sustain my family,” Dow explained. “Licensing just made sense—it allowed us to grow without losing control of quality or identity.”
This strategy has led to partnerships with companies such as Stanfields for apparel and various artisans for hard goods. The brand’s presence spans airports, duty-free shops, and military-run CANEX stores, making it a staple in Canadian tourism and patriotism markets.
“Duty-free was a perfect fit,” Dow said. “The red, white, and black colourways really stand out, and travelers love bringing home something that represents Canada.”
At its peak, Strong & Free was in nearly 90 percent of duty-free locations across Canada, including major airports and land borders. The pandemic disrupted that momentum, but Dow pivoted to online sales and has since regained traction.
Made in Canada, Staying in Canada
In an era when many brands outsource manufacturing, Strong & Free remains committed to Canadian production. Products are crafted from Canadian aluminum, pewter, and fabrics, reinforcing the brand’s patriotic roots.
“This isn’t just about business, it’s about supporting Canadian jobs and resources,” said Dow. “From Sherbrooke to Ontario to Nova Scotia, we’ve built a network of local partners who share our values.”
That commitment resonates with consumers who value authenticity. “When customers tell me what Strong and Free means to them, their family and their military service, it keeps the fire burning,” Dow said.
Tackling Trademark Challenges
Owning a powerful phrase like “Strong and Free” comes with its challenges. Dow frequently encounters unauthorized use of the trademark, often from businesses unaware of the infringement.
“I always reach out personally,” she said. “Most people don’t realize, and 95 percent of the time we resolve things amicably.”
Recent political and cultural movements have amplified the phrase’s visibility. In early 2025, a viral campaign featuring “Canada’s Not For Sale” merchandise included hats labeled Strong and Free, sparking a surge in interest for Dow’s brand.
“Strong and Free will always be relevant,” she emphasized. “It’s unique—there’s nothing else like it that represents Canada the same way.”
Recent Collaborations and New Horizons
In January 2025, Strong & Free entered a licensing partnership with Jackpine Dynamic Branding Inc., a Canadian collective focused on patriotic messaging. The collaboration aims to expand distribution and create co-branded initiatives that connect with Canadians nationwide.
The brand has also partnered with Canadian music legend Alan Frew, lead singer of Glass Tiger. Frew recently recorded a song inspired by Strong and Free, which he performs at concerts across Canada.
“It feels like a Canadian anthem,” said Dow. “It captures the spirit of who we are as a nation.”
Additional initiatives include a free downloadable colouring book for children, featuring Canadian symbols, provincial tartans, and the national anthem in English and French. “It’s about educating kids in a fun way and building pride in our country,” Dow explained.
Looking Ahead: Passing the Torch
After nearly two decades at the helm, Dow is considering the future of the brand. “I’ll be 70 in a few years,” she said. “Eventually, the right person or organization will come along to take Strong & Free to the next level.”
For now, she remains committed to growing the company and expanding partnerships. “I love what I do, and when you love what you do, it’s not work—it’s a passion,” she said.
