One of Canada’s most storied garment manufacturers, Winnipeg-based Freed & Freed International, played a pivotal role in shaping the modern identity of Hudson’s Bay Company’s iconic HBC stripes. Over more than a decade of collaboration, the fourth-generation company produced an expansive range of outerwear and accessories that became synonymous with Canadian heritage, pride, and craftsmanship.
Now, as Hudson’s Bay exits the retail landscape, Freed & Freed reflects on its deep connection to the multicoloured stripes that once stood as a symbol of national identity—and hints at how the brand might continue to evolve under new stewardship.
A Storied Collaboration Rooted in History
Freed & Freed’s relationship with Hudson’s Bay began with a phone call. After inheriting the reins of her family’s company 16 years ago, President Marissa Freed reached out to Hudson’s Bay in hopes of rekindling a supplier relationship that had once included manufacturing London Fog outerwear for the retailer.
“I cold-called them and said, ‘Hey, we used to make London Fog for you, and we’d love to work together again,’” she said in an interview. That meeting led to a request from Hudson’s Bay for Freed & Freed to produce duffel coats for Canada’s Olympic athletes—launching what would become a defining partnership.
That moment, according to Freed, was a turning point. “I was so proud. I remember saying to my team, ‘I want all the outerwear for the Olympics,’” she recalled. “And we got it.”
From that point forward, Freed & Freed became synonymous with the HBC stripes. The company went on to design and manufacture an extensive line of products, from full-length coats and snowsuits to sleeping bags, baby buntings, tote bags, and puffer mittens.
Bringing the Stripes into a New Era
The evolution of Freed & Freed’s work with Hudson’s Bay coincided with a renewed interest in the HBC stripes among Canadian consumers. What began as a single product offering soon expanded into full seasonal collections. Freed’s team began to design entire assortments, complete with fabric selections, stripe placements, and design variations tailored to Hudson’s Bay’s customer base.
“We started with outerwear, but over the years we moved into knitwear, sweatshirts, t-shirts—even wine totes,” said Freed. “We developed the entire range and handed over collections to the Bay’s buyers to select from. It became a true design partnership.”
One particularly memorable moment came when Hudson’s Bay mistakenly printed thousands of t-shirts omitting one of the Canadian provinces. “They called us in a panic,” said Freed. “We hadn’t even made the original batch, but we stepped in to help fix it. That’s how we got pulled into their knitwear program.”
Pride in Production and Canadian Identity
At the heart of the Freed & Freed story is a deep emotional connection to Canada and its cultural symbols. The company’s factory, staffed primarily by women and in operation for over a century, embraced the opportunity to work on products tied so closely to the national identity.
“Our team took so much pride in it,” Freed recalled. “People who had been sewing with us for 40 years would visit Hudson’s Bay stores just to trim loose threads off our garments. That’s how much it meant.”
The HBC stripes, first seen on wool point blankets sold by the Hudson’s Bay Company in the 18th century, evolved into a motif recognized across generations. Freed & Freed’s role in translating those stripes into modern apparel helped define what the brand looked like in the 21st century.
And even as Hudson’s Bay faced criticism in recent years for operational shortcomings, including declining in-store experiences and underinvestment in infrastructure, the stripes endured. “When people thought the Bay was going under, the Stripes collection still sold out at full price,” said Freed. “No discounts. Just pure demand.”
An Unseen Final Collection
Despite mounting financial issues, Hudson’s Bay had placed orders for a Fall 2024 Stripes capsule collection which Freed produced, and a 2025 collection that did not reach production. Designed in full by Freed & Freed, the collection included standout pieces such as a striped snowsuit and updated outerwear. However, as the company entered creditor protection earlier this year, the collection was never produced.
“It was one of our best collections,” Freed said. “But there was no marketing budget. Most people don’t even know it existed.”
Freed has shared that the pieces exist as detailed design renderings, with purchase orders in place before the retailer ceased operations. “It’s heartbreaking,” she added. “We had everything ready.”
Carrying the Stripes Forward
While Hudson’s Bay stores have now closed and the company’s operating arm is winding down, the HBC stripes brand may live on in other formats. Canadian Tire Corporation acquired the HBC intellectual property portfolio in June 2025 for $30 million, including the famous stripes, slogans, and private labels like Hudson North.
Freed acknowledges that Canadian Tire’s acquisition offers hope for continuity. “People are thrilled that the stripes remain in Canadian hands,” she said. “And there’s so much potential—across Canadian Tire, Mark’s, and Sport Chek—for the brand to find new life.”
But she emphasizes that any revival of the HBC stripes should be rooted in authenticity and a deep understanding of the brand’s history. “It’s not just about putting stripes on things. It’s about what they mean to Canadians,” she explained.
Looking Ahead, With Pride
Freed & Freed International remains one of Canada’s few vertically integrated garment manufacturers. The company produces its own genderless vegan outerwear line and continues to operate with a unionized, ethical workforce from its Winnipeg headquarters.
For Freed, the stripes remain a source of pride and passion. “I love designing for the stripes. I love figuring out what products work, who the customer is, and how we can honour that history,” she said. “It’s a part of me now.”
Whether that journey continues through a partnership with Canadian Tire or another avenue, Freed remains open to possibilities. “We’re ready. We’re proud of what we’ve done, and we’d love to keep going.”
” mistakenly printed thousands of t-shirts that omitted one of the Canadian provinces”…and look where that led…