A fresh fundraising initiative has sprung up following Prime Minister Mark Carney’s reference to “hydronyms,” aiming to raise awareness and promote environmental conservation of Lake Ontario. Branded By Collins, an apparel company 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 that focuses on safeguarding the lake’s cleanliness and fostering public engagement.

Gregary Ford, the vice-president and waterkeeper at the charity, expressed enthusiasm about the growing conversation surrounding Lake Ontario, emphasizing the significance of people taking pride in the lake after recent events. The concept for the campaign emerged following U.S. President Donald Trump’s proposal to rename Lake Ontario to Lake America amid trade disputes between the two countries.

Carney responded to Trump’s renaming suggestion via social media, underlining the enduring name of Lake Ontario and its historical roots predating both Canada and the U.S. The term “hydronym” garnered significant attention online, with many individuals, including Ford, acknowledging their initial unfamiliarity with the term despite working in water-related fields.

Lake Ontario, one of the Great Lakes situated between Ontario and New York, derives its name from the Huron-Wendat term “oniatarí:io,” translating to “lake of shining waters.” The province of Ontario draws its name from this majestic body of water, which has been a focal point of recent political discourse and public advocacy efforts.

Branded By Collins’ creation of the T-shirts was inspired by a proposal from the public relations firm Curious Public, signaling a collaborative effort to support the campaign. The company’s managing partner, Steve Ryall, highlighted their pride in being Canadians and their eagerness to contribute to the cause through innovative initiatives like the T-shirt campaign.

The initiative, originally featuring hats, has expanded to include T-shirts, sweaters, and hoodies in various colors. A portion of the sales from each item goes towards supporting Swim Drink Fish Canada’s activities, such as providing water quality data and advocating for Lake Ontario’s preservation. Despite the challenges posed by political tensions, Ford emphasized the renewed interest in safeguarding the lake and exploring its cultural significance, including its Indigenous heritage and ecological importance.

Ford underscored the necessity of taking action to protect Lake Ontario from various threats, including climate change, invasive species, and pollution, emphasizing the campaign’s role in mobilizing efforts to ensure the lake’s well-being. The initiative aims to foster a sense of pride in Canada’s water heritage and a commitment to sustainable environmental stewardship.