Two years ago, the New Yorker published a feature called “ The Rise of Canada Goose’s Hollywood-Friendly Coats.” In it, writer Rachel Syme asserted that wearing the coat says, “I earned the money, and then I spent the money, and now here I am, warmer than you are.” The downside of an apparel brand’s viral popularity Rapper Lil Uzi Vert has an ode to the brand, called simply “ Canadian Goose.” The brand has not only been the subject of songs, it has also been prominently displayed on screen - in films like Manchester by the Sea and Spectre. And last year, Canada Goose did a collab with Drake’s OVO clothing line, endearing it to the hip-hop market. Since then, Kate Upton has modeled a Canada Goose coat on the cover of Sports Illustrated, Daniel Craig has walked the streets in the brand, as has Rihanna. In 2012, the company passed out coats to film industry professionals at Sundance. Over the past decade, Canada Goose has made a concerted effort to win over celebrities - and it has succeeded. But it took until the 2010s for the company’s outerwear to become a mainstream status symbol. Everest wore custom-designed Metro Sportswear outerwear, only helped the company’s rep.ĭuring the aughts, a number of professionals continued to wear Canada Goose gear, including film crews in the Arctic and extreme athletes. The fact that scientists in Antarctica wore Canada Goose’s expedition parka in the 1980s, and the first Canadian to climb Mt. The name change helped cement the brand as an outerwear company with apparel reliable enough to withstand the most frigid temperatures. When the company began marketing its outerwear in Europe, however, it found out that another company went by the name Snow Goose, so it became Canada Goose. In the 1970s, founder Sam Tick’s son-in-law, David Reiss, came on board and later launched the label Snow Goose. It specialized in cold weather basics like snowsuits, woolen vests, and raincoats, and its main customers included city police departments and the Canadian Rangers. While Canada Goose only became a fashion must-have in the past decade, the company started in 1957 in Toronto as Metro Sportswear. But how did Canada Goose, once a brand worn exclusively by police and rangers, become a status symbol? A company rebrand, celebrity partnerships, and product placement have all played a role in making Canada Goose a hot commodity for thieves, counterfeiters, and the general public. While the coat thefts have predictably sparked outcry, criminals have robbed people for high-end apparel for decades.
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