Canada Goose Makes Its Annual Return

It’s that time of the year again. It’s cold, it’s snowing, and regardless of how many layers you got, the wind is still going to beat your ass. While you’re freezing in your Uniqlo Ultra Light down parka, a middle-aged white man and his family, all decked out in Canada Goose, walk by you. Not even a couple more steps and you see a group of international students wearing the Expedition jacket. You’re suffering miserably in the cold, but then you remember you don’t want to look like every other person on Newbury Street.

I bought my Canada Goose jacket four years ago at Saks Fifth Avenue in Boston. I was in need of a jacket, and my sister’s college friend hooked it up with a discount so I was down. But while I was trying on different jackets, I realized that this was it. My individuality was being stripped away and I had to conform to East Coaster norms. Canada Goose advertises itself as an extreme outdoor brand stylizing their commercials after movies like The Revenant- I promise you its consumers are the complete opposite of Hugh Glass.

But since the purchase of Canada Goose from private equity firm Bain Capital, it has done an excellent job marketing its parkas beyond white New England girls and international students who can’t afford Moncler. Bain invested in multiple brick and mortar stores and is now trying to keep up with the high demand of orders from retailers. You got clowns lining for a chance at getting a parka which has a probably of already being sold-out. Yeah, $1000 Canada Goose jackets sell out… the product is already out of reach, and Canada Goose is making it harder than ever. This can add to the brand’s allure, but truthfully, it’s pretty messed up. I completely understand that Canada Goose almost adapted to become part of streetwear with this, but it's not gonna hold up much longer.

There has been a lot of controversy accompanying the blue and red logoed parka throughout the years. It is no surprise that Canada Goose holds a symbol of wealth amongst consumers and possibly drip. Actually maybe not drip. News broke out last year about a British school banning Canada Goose jackets and other higher-priced jackets. The ban was meant to protect the self-esteem of students. To be honest, I do not know why your self-esteem would be ruined over a kid who has a ton of disposable income but no style. But we all know why Canada Goose has a bad reputation- its cruel treatment towards animals. The Canadian brand claims it sources all its fur “ethically” and treats its animals “humanely”. CAPPERS. When a company says that, it usually means that animals, in this case, a coyote, died of a natural cause. Instead, they shoot them, skin them and slaughter them with traps. I don’t want to sound corny but here is the reality- if it doesn’t affect you directly, you won’t care. Do you really think Lax player Leah from prep school cares about the coyote that died? NO! But she has no problem preaching climate change on her Instagram story. That was a reach but you know what I’m getting at.

Brands like Canada Goose have a set market base and personality protecting them from being held accountable for their actions. For real, who okayed the Vetements collab? Jokes aside, Canada Goose has pretty much crafted a cult following. Ask your Russian friend Dimitri what jacket to buy and he’ll respond with Canada Goose. Dimitri isn’t alone in this. If you were to ask recommendations on which winter jacket to buy, the $1000 jacket would be one of the more popular answers. I understand that investment in a winter jacket is key, but I promise you that you don’t have to drop a rack on it. If you’re actually into the outdoors (which I guarantee you none of our readers are) I suggest spending your money on brands like Patagonia or Arc’teryx.

I like my Canada Goose. It’s kept me warm during bad Swiss and New England weathers. But It has taken me a while to recognize that there is no flex factor in wearing the brand and that’s alright.

RIP TO ALL COYOTES!