That methodical approach to brand has helped Canada Goose weather the pandemic and build in e-commerce. And itвЂ™s very important to me that as we add categories, we continue to remain undiluted.вЂќ вЂњWhatвЂ™s important about us is that, from Day One, itвЂ™s been very important to me that weвЂ™re a pure brand, meaning undiluted. вЂњAs long as we maintain our Canada Goose DNA and as long as we maintain our function-first mentality and it also has the right aesthetic, then we will be successful in these categories,вЂќ the CEO said. вЂњWeвЂ™ve cut no corners in creating the ultimate footwear. вЂњMost brands are one or the other and we are actually both,вЂќ Reiss crowed. And the aperture on the brand will get a little wider with footwear this fall.Д¬anada Goose bought footwear-maker Baffin in late 2018 and has been steadily building up to the new category. The company, which reported growing fiscal first-quarter sales momentum along with the expected summertime losses, is still seen primarily as a parka-maker, a luxury outerwear pioneer with a certain obsessiveness about making the warmest jackets (soon completely without fur).Д«ut Canada Goose has been stretching out, expanding into China with three stores and three more coming soon. вЂњI love big challenges and have always been up to them.вЂќ That right there shows we are a lifestyle brand. That demonstrates our ability to get into new categories. IвЂ™m very pleased to be able to grow a business from zero to 45 million dollars in a category that weвЂ™ve never been in before. вЂњItвЂ™s primarily knitwear - we launched that only four years ago. вЂњOur apparel business is expected to exceed 45 million dollars in this fiscal year,вЂќ he said.

Nike and Serena Williams Launch a New Collection Samara Weaving Talks Nine Perfect StrangersДЄrchival Images From DNR: Men's Celebrity Style вЂњLightweight down, which was our first real product extension, is now over 20 percent of our business,вЂќ said Reiss, who is president and chief executive officer, in an interview with WWD on Wednesday.

Follow The Style Raconteur on WordPress.Dani Reiss sees Canada Goose as a lifestyle play - and with a growing knit and apparel business and footwear set to launch this fall, the vision is taking flight.

With that in mind, Canada Goose has started developing different branches for this year, including jackets by acclaimed Japanese menswear designer Yuki Matsuda (pictured below) and a new Hybridge line Along with the police officers and park rangers whom the parka was originally intended for, Canada Goose also includes club bouncers among its fans, and its street appeal spread from there. Their reputation for quality-as well as their luxury prices-have made the jacket something of a status symbol among those in colder climes. Their parkas are standard wear among everyone who has to work in extreme temperatures, from Hollywood grips who stay on set all night to the champion dog-musher Lance Mackey, whose custom-designed parka has extra water bottle pockets on the interior and an extra-large ruff.

Each jacket features Canada GooseвЂ™s signature design features, implemented for function in an Arctic environment-reflective tape, coyote fur, and grab loops on the neck and shoulders. TheyвЂ™re then stitched by hand and filled with different combinations of goose and duck down, using an ingenious device invented by former Canada Goose owner David Reiss that measures down by volume instead of weight.ДЄfter finishing touches, quilting and trimming with coyote fur, the jackets are packaged, and shipped all over the globe from one of Canada GooseвЂ™s eight factories.

The jackets are cut out of Canada GooseвЂ™s proprietary blend of Arctic-Tech fabric, in one of their several heritage colors. Starting in the design room, cutting patterns are developed and prototypes are stored. When the brand recently invited Cool Hunting on a tour of its factory in Toronto, we went along to learn all about their iconic parkas.Д¬anada GooseвЂ™s appeal rests on two pertinent facts-the jackets are made entirely on Canadian soil by Canadian hands and the quality is irrefutable-a process we saw first-hand on Canada GooseвЂ™s factory floor. For those whoвЂ™d rather minimize the bulk and unnatural limb positions, Canada Goose is in the midst of reinventing their typically function-over-fashion parka with more street-ready style. Nothing quite signifies cold like the image of a bundled-up kid with arms splayed to the sides.

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