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If you’ve ever spent a winter in the Northeast, then you’re familiar with Canada Goose’s unmistakable red-and-blue arm patch featuring a map of the Arctic Ocean. The brand, made famous by its dedication to durability, explores the opposite end of its DNA this summer, however, unveiling a new line of t-shirts, knitwear, and accessories for warmer weather.
The Canadian outerwear company wasn’t always the ubiquitous city-trekking coat manufacturer that it is today. Originally named Metro Sportswear Ltd., Canada Goose was founded in 1957 by Sam Tick and specialized in waterproof, utilitarian outdoor apparel. During this time under the sub-label Snow Goose, Metro Sportswear was primarily selling their product to workers in the public sector exposed to the harsh elements of Canadian winters.
The brand eventually became a favorite among outdoor enthusiasts and their reputation for creating well-made, reliable products steadily grew. Nowadays, their parkas have become somewhat of a status symbol for urban professionals looking to keep warm between Sweetgreen and the office (as much for their price point as their insulation). However, one thing has remained the same: Canada Goose’s technical approach to warmth combined with subtle branding and versatile styling. And having finally gotten my hands on my own jacket, I’m joining the ranks of satisfied customers.
- The stylish, minimalist aesthetic looks good in any setting
- The same functional fabrics feel great in a lighter-weight profile
- The embrace of new colors softens us their lookbook
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- That price point is still… that price point
- Sturdier construction means these pieces aren’t always meant for high-summer temps
My Experience in the Cold
Until recently, I admit, I was pretty skeptical of the Canada Goose label. How can you justify spending $1,000 or more on a single coat. When it comes to outerwear, there are a handful of players in the space that all have their own cult following that will proudly stand behind their respective camps. Arc’teryx, The North Face, Patagonia, and others all make quality products.
So I needed to see what garnered Canada Goose all of the hype. Earlier this past winter, I paid a visit to their SoHo location in search of something to replace the misplaced down jacket I previously turned to. I wanted something simple, versatile, and, most importantly, durable. The brand offers a wide range of jackets with varying degrees of insulation, but this trip had me on the hunt for a mid-weight variant rather than their core heavy-duty parkas.
Eventually, I landed on the Lodge Jacket ($750), a lightweight and packable garment. It was warm and sturdy, but without the bagginess other down-filled jackets do.
Aesthetics and features aside, the real reason I opted for this jacket was because of the quality. Canada Goose backs up its brand with a lifetime warranty—that alone gives me confidence. From a treacherous Manhattan winter weekend to skiing in Colorado to cool February days in Cincinnati, the Lodge Jacket has done the trick so far, and I expect it to continue to for many years to come.
But now, like the weather, Canada Goose is changing to embrace something a bit lighter.
The Migration to Summer
With their “Live in the Open” ethos in mind, Canada Goose aims to inspire more outside exploration even during the warmer months. “The new collection from Canada Goose includes some firsts from the brand such as t-shirts, cropped t-shirts and short styles for men and women,” the brand told me over email.
One of Canada Goose’s best sellers, the Huron Hoody ($375), was relaunched with an updated silhouette alongside the new collection. It’s made of 100% cotton, but not the cheap fleece-lined kind that gets ruined in the wash. The brand sent me a hoody and I basically haven’t taken it off since—in fact, I’m wearing it right now as I type.
In addition to new knitwear, some perhaps surprising styles are also available. The Emersen Crewneck T-Shirt ($150) is an elevated basic, made in Europe with premium cotton, and the women’s Muskoka Short ($225) with a mid-rise and 5” inseam make for comfortable wear on a breezy day.
Since no collection is complete without outerwear to protect against extreme weather, the Sinclair Jacket ($550) featuring AcclimaLuxe—a multi-purpose protection fabric—blocks against wind in softer colorways like Dune and Sunset Pink. As part of their accessory push, fun hats and functional bags round out the new collection. The Horizon Reversible Bucket Hat ($250) reverses between solid colors and patterns like purple camo, and the Waist Pack ($275) emulates lululemon’s TikTok-famous Everywhere Belt Bag.
The Direct-to-Consumer Expansion
Why is a company whose core value proposition is keeping people warm is venturing into summer wear? Well, I think it’s pretty simple: Canada Goose has developed a great name in outwear—customers want activewear as well. While rolling out their new California-set campaign, the brand proudly introduced itself as “a new Canada Goose, in settings you’ve never seen before.” That’s for sure.
They’re also branching into the world of direct-to-consumer sales. Aside from profitability, company President Carrie Baker has stated the model allows for a more comprehensive customer experience compared to the existing retail exposure the company has as chains like Nordstrom and Saks Fifth Avenue.
Canada Goose also has a distinct advantage in leaning into first-party sales—the technical features of and level of investment into their products. Customers want to see it up close, try it on, tug on the zippers, and see how the hood fits.
Displaying that in a store where associates speak to the product fluently in a space that tells the brand's story is a win-win for both retailer and customer compared to a department store where salespeople often have no specialized knowledge of specific brands.
Sunny Skies Ahead
I’m eager to see how consumers respond to the new extensions from Canada Goose. It’s certainly bold for a brand known for cold-weather gear, but if the new line is anything like their uber-famous Lodge Jacket, they can expect the growth that their high-end outerwear has brought them to continue. As for myself, I’ll be rocking my new looks as long as the heat index will let me. I’m making up for lost time after years of wondering what the fuss was about.