Every September 30, Canadians wear orange. On social media, in schools, in workplaces, and in communities across the country, the phrase Every Child Matters appears on shirts, signs, and banners. But what does it actually mean — and where did it come from?
This is the story behind one of the most important phrases in Canada's journey toward truth and reconciliation.
The story of Phyllis Webstad
In the early 1970s, a six-year-old girl named Phyllis Webstad was taken from her home in the Secwepemc Nation in British Columbia to attend St. Joseph's Mission Residential School near Williams Lake.
On the morning she left, her grandmother gave her a brand new orange shirt to wear — a small gift, a piece of love, something to hold onto on a frightening day.
When she arrived at the school, the shirt was taken from her. Along with her clothes, her hair, and everything else that marked her as herself.
She never wore orange again — for forty years.
In 2013, Phyllis shared her story publicly for the first time at a residential school commemoration event in Williams Lake organized by Chief Fred Robbins of Esk'etemc First Nation. As she spoke, she wore an orange sweater she had bought for the occasion — the first time she had worn the colour since childhood.
It was Chief Fred Robbins who said it plainly: Every child matters.
What are residential schools?
Between the 1830s and 1996, the Canadian government and various church organizations operated a system of residential schools — institutions designed to forcibly assimilate Indigenous children by removing them from their families, suppressing their languages, erasing their cultures, and converting them to Christianity.
More than 150,000 First Nations, Métis, and Inuit children were taken from their families and sent to these schools. Many were as young as four years old. Children were forbidden from speaking their languages. They were separated from siblings. Physical, emotional, and sexual abuse was widespread.
Thousands of children never came home.
The residential school system was not a distant historical tragedy — the last school closed in 1996. Its effects continue to ripple through Indigenous families and communities today, across generations.
How Orange Shirt Day began
Following the 2013 commemoration event, Indigenous and non-Indigenous communities in the Williams Lake area began working together to keep the conversation going. Phyllis Webstad's story — and the simple, powerful symbol of an orange shirt taken from a child — gave people something concrete to hold onto.
The first Orange Shirt Day was held on September 30, 2013. Events were held across Canada, bringing communities together to honour survivors, remember those who did not return home, and commit to reconciliation.
Orange Shirt Day grew steadily over the following years. In 2021, September 30 was officially declared a federal statutory holiday: the National Day for Truth and Reconciliation. It is now recognized across Canada.
What does Every Child Matters mean today?
The phrase Every Child Matters is both a statement and a commitment. It honours the children who were stripped of their identities in residential schools. It acknowledges the survivors who carried those wounds for decades. It remembers those who never returned to their families.
And it is a promise about the future — that the systems and attitudes that made those schools possible will not be allowed to continue.
For Phyllis Webstad, the orange shirt has been transformed. What once symbolized that her feelings did not matter — that no one cared — has become a symbol of resilience, hope, and the ongoing work of healing. Wearing orange is an act of solidarity and a refusal to forget.
How to honour Every Child Matters year-round
Orange Shirt Day on September 30 is the most visible moment, but the call to honour Indigenous children and communities does not end when October begins. Here are a few meaningful ways to carry it forward:
Learn and share. Understand the history of residential schools and share it with your community, your workplace, and your children. The National Centre for Truth and Reconciliation is a good place to start.
Support Indigenous-owned businesses. When you spend money, you vote with your dollars. Choosing Indigenous-owned brands is one of the most direct ways to support economic reconciliation year-round.
Wear it with intention. If you wear an Every Child Matters shirt, know the story behind it. Talk about it. Let it open a conversation rather than sit silently in a wardrobe.
Listen to survivors. Phyllis Webstad and many other survivors have shared their stories publicly. Seek those voices out. Read their books. Watch their interviews. Let their words land.
Where to Buy Orange Shirts That Make an Impact
About Sahdeh Spruce
Sahdeh Spruce is a 100% Indigenous-owned clothing brand rooted in Tlicho and Sahtu Dene tradition. Our Every Child Matters collection was created with cultural respect and intention — designed by and for the community this movement belongs to.
When you shop our Every Child Matters shirts, hoodies, and apparel, you are supporting an Indigenous-owned business and wearing something made with meaning.
[Shop the Every Child Matters collection →]
Shop here for our orange shirt collection.
Kids, Toddler, and Youth T-Shirts: Our collection includes a range of sizes for children, from toddlers to youth. Dress your little ones in our vibrant orange shirts to help educate and inspire the next generation about the importance of Every Child Matters. Shop here for our orange shirt collection.
Alison is a daughter of a residential school survivor. Here is my son and my father.
Make Your Purchase Matter
Choosing where to buy orange shirts is an opportunity to take meaningful action. By supporting Indigenous-owned businesses like Sahdeh Spruce, you are contributing to awareness, education, and reconciliation efforts across Canada.
This Orange Shirt Day, wear more than a colour—wear a message that matters.
Thank you for choosing Sahdeh Spruce. Together, we can make a difference and ensure that every child matters.
Frequently Asked Questions
When is Orange Shirt Day?
Orange Shirt Day is observed every year on September 30 in Canada. It is also the National Day for Truth and Reconciliation, a federal statutory holiday.
Why is the shirt orange?
The colour orange comes from Phyllis Webstad's story. Her orange shirt — a gift from her grandmother — was taken from her on her first day at residential school. Orange has become the symbol of that loss, and of the resilience that followed.
Is Every Child Matters trademarked?
Yes. The phrase Every Child Matters is a registered trademark of the Orange Shirt Society. Any merchandise using the phrase with a non-official design must be licensed through the Orange Shirt Society's licensing portal.
How can I order Every Child Matters shirts in bulk for my school or organization?
Sahdeh Spruce offers bulk pricing for schools, workplaces, and community organizations ordering 10 or more shirts. [Contact us → here ] for a quote.
Sahdeh Spruce is a 100% Indigenous-owned clothing brand based in Canada. Every design is created with cultural intention and purpose.