CCMA Lifestyle Brand "Live Country"


The CCMA in partnership with Peace Collective
will have a line of ten items available for country fans nationwide


September 6, 2018 (Hamilton, ON) - Country is more than music, it’s a way of life. Understanding this, today the Canadian Country Music Association® (CCMA) announced the launch of Live Country, a new lifestyle brand in partnership with Peace Collective. The line will consist of t-shirts, ball caps, crewnecks and hoodies available exclusively during Country Music Week from September 7-9 and online to country music fans nationwide.

The playful line of clothing evokes the passion we all feel for country music. Available as of today, the inaugural line will include 10 items. Each item will embody a different declaration of country music love, boasting proud mantras such as “Country AF”, “Country Bae”, “Country Raised Me” and “High On Country”.

“With Live Country we wanted to create a brand that country music fans would be proud to wear everyday,” said Tracy Martin, President, CCMA. “There was a gap in the market that we knew the CCMA was uniquely positioned to fill, so we set out to bring our vision to life. With their proudly Canadian mentality, Peace Collective was the obvious partner choice for the production of the brand, and we couldn’t be more thrilled with how this collaboration has turned out.”

Known for their iconic and recognizable gear across the country, Peace Collective has built a following of Canadians who want to celebrate and express their authentic selves.

“We were approached by the Canadian Country Music Association to create something special for country music fans. Seeing as our first passion is helping people showcase what they love, we decided to help them launch an entire new brand called Live Country instead of collaborating on a few items,” explained Yanal Dhailieh and Roman Hessary, Peace Collective. “Live Country is all about showcasing your love for country music and doing it in a modern and fashionable way.”

Items from the Live Country line will be available during Country Music Week at the merchandise tent in CCMA Fan Village, located outside of FirstOntario Centre, at Market and Bay Street. Country fans can also get their hands on the line at year-round.

For more information on CCMA Fan Village and where to get the Live Country line during Country Music Week, CLICK HERE.

Country Music Week culminates on Sunday, September 9 with the 2018 CCMA Awards, broadcast nationally on CBC and globally on at 8 p.m. ET (5 p.m. PT).

For more information on the CCMA and the 2018 CCMA Awards please visit



About the Canadian Country Music Association (CCMA)
Established in 1976, the CCMA is a membership-based, not-for-profit organization committed to the promotion and recognition of Canadian country music. Built upon the foundation to educate, elevate and celebrate Canadian talent, the CCMA progressively heralds the spirit, community and creativity that country music fosters through year-round initiatives, culminating every fall with Country Music Week and the Canadian Country Music Association Awards. Sponsors of Country Music Week and the 2018 CCMA Awards Show include FACTOR, Canada’s Private Radio Broadcasters and the Government of Canada through the Department of Canadian Heritage’s “Canada Music Fund”, the Ontario Media Development Corporation, Radio Starmaker Fund, the Government of Ontario, City of Hamilton, Tourism Hamilton and the Hamilton, Halton and Brant Regional Tourism Organization.

Media Contact:

Tiffany Astle | | 416.554.7329