The power of an NHL backup goalie and his bunny shouldn’t be underestimated.
That’s the finding of the non-profit Parachutes for Pets (PFP), which teamed up with Flames backup netminder Devin Cooley to mount a fundraiser.
Cooley’s instantly iconic ode to chilling out and his own furry pet rabbit Tito have been added to crew necks and hoodies that are flying out the door as a trending Christmas gift.
“Devin said, ‘I didn’t think anyone would ever buy anything I do,’” said PFP executive director Melissa David.
“But oh my goodness, we were inundated with orders. It’s insanity.”
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Initially expecting to move a few dozen of the garments, David said in less than two weeks they’ve received more than 1,000 orders for the $50 crew necks and $55 hoodies that her organization steam-presses itself.
“We’ve had people from as far away as Australia and Sweden looking for them . . . We’ve been working around the clock,” she said.
“This is a huge number for us.”
Lex Baxter works to produce sweatshirts for the Tito’s Treasures fundraiser at Parachutes for Pets in Calgary on Monday, Dec. 22, 2025. The initiative was started by Calgary Flames goaltender Devin Cooley with his rabbit Tito, who is featured on the shirts.
The group had collaborated with Flames captain Mikael Backlund and defenceman MacKenzie Weegar. When Cooley and his girlfriend Natalie got wind of their efforts, they didn’t hesitate to pitch in, said David.
He lent his highly notable post-game destressing quote — “nothing matters, nobody cares, we’re all gonna die” — to the merchandise, along with the likeness of his pet bunny Tito in goalie pads. It struck a chord with animal lovers, said David.
“He even came in to help, (and) asked us how to use the steam press,” she said.
“We were able to clear the waiting list.”
Calgary Flames goaltender Devin Cooley takes a break during a game against the Nashville Predators.
The campaign has so far raked in $60,000, with 100 per cent of the proceeds used to stock a pet food bank and fund emergency pet sitting, said David.
“Fundraising is not easy these days so this is something we’ll keep doing, as long we have the orders rolling in,” she said.
Anyone wanting one of the garments can order them at parachutesforpets.com or go to one of the charity’s two You Thrifty Animal stores.