Indigo 'We're In This Together' Sardine Can Mug

This pink 'We're In This Together' ceramic mug features a whimsical illustration of a sardine tin. It is a proprietary product of Indigo Books & Music Inc., a major Canadian retail chain.

Indigo was founded in 1996 by Heather Reisman and is headquartered in Toronto, Ontario. While the brand is quintessentially Canadian, its private-label lifestyle products, including kitchenware and mugs like this one, are typically manufactured in China to leverage global supply chain efficiencies.

In 2024, the company underwent a significant ownership transition when it was taken private by Trilogy Retail Holdings Inc. and Trilogy Investments L.P., entities controlled by Gerald Schwartz, the husband of the brand's founder. This move consolidated ownership under the Schwartz/Reisman family investment umbrella.