Our Dime - Craft True North Audit

Craft

Parent company: New Wave Group AB

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Category:

Running Shoes

True North

Capital: Foreign

Capital: Foreign (profits)

Control: Foreign

Control: Foreign (decisions)

Craft is a Swedish brand owned by the New Wave Group AB, resulting in a low True North score. Both capital ownership and strategic control remain outside of Canada, and the brand does not maintain manufacturing facilities within the country. Canadian operations are primarily focused on the distribution of finished goods.

Vector Breakdown

Inputs

low

0 /20

Specific geography for material sourcing is not disclosed in public materials. Operations likely rely on global supply chains typical for the apparel industry.

Capital

Capital (profits)

high

0 /40

The brand is a subsidiary of a Swedish-listed public company. Profits from Canadian sales ultimately flow to the international parent entity.

Control

Control (decisions)

high

0 /20

Strategic brand management and executive decision-making are centralized at the global headquarters in Sweden.

Operations

medium

0 /20

Primary manufacturing and transformation facilities are located outside of Canada. Domestic presence is concentrated in distribution and commercial operations.

Origin claims

Best available claim:

Unknown

High

Scope: Unclear

Based on source quality + scope clarity + recency.

Updated Jan 25, 2026

Unknown

Applies to: Not specified

No additional claims found.

Caveats

No caveats noted.

Buying Direct in Canada

Duty: low

Ships From

Canada

Returns To

Canada

Maple Wash Analysis

Measures: Canadian symbolism intensity vs economic reality (True North)

Does not measure: product quality, legality, or whether claims are false

+65

Symbolic Gap

Extreme

Label is based on gap size, not intent or wrongdoing.

65 - 0 = +65

Canada Symbolism Score

True North

Top Symbolism Signals

+30

Heritage Anchoring

The brand maintains a continuous presence in the Canadian market exceeding 50 years, establishing it as a legacy entity.

Brand identity

Observed from Canadian-facing branding (no packaging claims used).

+20

Implicit Symbolism

Mainstream marketing identity relies on Canadian cultural staples, domestic nostalgia, and national affinity cues.

Brand identity

Observed from Canadian-facing branding (no packaging claims used).

+15

Local Place Anchoring

The brand identity is tied to specific Canadian municipalities or provinces as part of its historical narrative.

Brand identity

Observed from Canadian-facing branding (no packaging claims used).

Why the gap exists:

"A symbolic gap can occur when branding leans Canadian more than ownership/control does."

Analysis

In Canada, the brand's public identity emphasizes century-long heritage, domestic nostalgia, and regional anchoring. That symbolism is higher than the provided economic baseline.

Last analyzed: 1 month ago

Trust Stack (Verifiable Signals)

Documentation-based safety and quality markers.

NPN Registration

Not verified

3rd Party Testing

Unknown

other

Facility Verified

Verified Official Retailers

Explicitly authorized by the brand.

Direct Store Available

Craft Sports Canada

Where to Buy

Seamless returns 🇨🇦 Ships from Canada

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