HBC redirects point blanket profits

Hudson’s Bay Co. will direct all gross profits from its iconic point blankets to a new fund for Indigenous initiatives, The Globe and Mail reports. Named Oshki Wupoowane (Ojibwe for “a new blanket”), it is a partnership between HBC and the Gord Downie & Chanie Wenjack Fund.

Thousands of the blankets sell each year for between $325 and $550 each, but the in recent years the brand has been tarnished by its association with colonialism. Not all blankets featuring the familiar Hudson’s Bay stripes (which once made a cameo on Seinfeld) are point blankets, and profits from other blankets in the style will still go to HBC.