The "Heated Rivalry" fleece from the Crave series is now available for pre-order through the Province of Canada website [1].
The release follows significant fan demand after the garment appeared in the hit HBO and Crave series "Heated Rivalry" [2]. By making the item available to the public, the creators are capitalizing on the cultural footprint of the show's wardrobe.
Jeremy Watt, a co-founder of Province of Canada, collaborated with executive producers Jacob Tierney and Brendan Brady to bring the product to market [2]. The garment is available for purchase by customers in both Canada and the U.S. [1].
Pre-orders for the fleece went live at noon ET on June 3, 2024 [3]. The retail price for the item is $257 USD [1].
Customers shipping the product to the U.S. will face an additional fee of $25 CAD, which is approximately $18 USD [1]. The availability of the fleece marks the transition of a costume piece into a commercial retail product.
“The 'Heated Rivalry' fleece is now available for pre-order.”
This launch demonstrates the growing trend of 'costume-to-commerce,' where specific wardrobe items from streaming series drive direct consumer demand. By partnering with the show's executive producers, Province of Canada is leveraging the series' intellectual property to create a niche luxury retail opportunity.
