Vegan Jackets for the génocidaires?
Wuxly, the Canadian outerwear company founded by former CFL player James Yurichuk, has built its brand on progressive values – vegan materials, ethical production, and social responsibility. But since 2023, the company has been exhibiting at CANSEC, Canada’s largest defense and security trade show, raising serious questions about its stated principles.
At this year’s 2025 expo, Wuxly made its military ambitions even clearer by strategically positioning its booth between Gastops, a major defense contractor (ie. supplying parts for the F35), and Dassault Systèmes, which provides software for military aerospace. This deliberate placement appeared designed to court attention from international arms buyers – including representatives from Israel, whose military is currently carrying out what the International Court of Justice has ruled a plausible genocide in Gaza.
The contradiction becomes even starker considering Wuxly’s partnership with musician Bryan Adams, who has his own clothing line with the company. Adams presents himself as socially conscious, yet has a mixed record when it comes to Palestine. While he criticized Israel’s bombing of Gaza in 2014 as “barbaric,” he notably ignored calls from the Boycott, Divestment and Sanctions (BDS) movement to cancel his 2017 concerts in Tel Aviv and Jerusalem.
Now, as Wuxly openly courts business with the military-industrial – including potential suppliers to Israel’s genocidal war machine – Adams faces an uncomfortable question: Does he want his brand associated with a company seeking to profit from institutions enabling genocide?
Wuxly’s presence at CANSEC suggests its commitment to ethics extends only as far as marketing requires. For a company that claims to stand for progressive values, rubbing shoulders with arms dealers while Palestinian children starve under Israeli bombs reveals a staggering moral hypocrisy to say the least. The question remains whether Bryan Adams will continue endorsing this contradiction, or finally align his actions with his past principles.
Wuxly’s choice is made. What’s yours, Bryan?
