Canada Goose: Fashion or Fad?

Winter ushers in one of my favorite times of year: Parka Season. Unfortunately, here in Chicago the temperatures have only briefly dipped below 35℉, which in my opinion does not make it cold enough to finally break out the parka. My fellow UChicago students appear to feel very differently about this matter as parkas appeared all across campus the first day below 50℉. Upon the beginning of Parka Season here in Chicago, I could not help but notice the disproportionate amount of Canada Goose parkas on the quad. Now, I understand that the University of Chicago as a whole has a relatively affluent student body—to put it modestly—but I am continually shocked by the amount of students casually wearing $800-$1400 jackets. And to be clear, I am theoretically guilty of this very offense; if I could afford a Canada Goose jacket, you bet I would wear it the first day I feel a cool breeze. But why are students (or their parents/benefactors) willing to indulge in such a luxurious jacket? Are these jackets being worn for fashion, practicality, or to publicly demonstrate affluence? Let’s consider the case for Canada Goose.

The History of Canada Goose

In one sentence, Canada Goose characterizes their history as, “Founded in a small warehouse in Toronto almost sixty years ago, Canada Goose has grown into one of the world’s leading makers of luxury apparel.” Despite this description as a “luxury apparel” brand, they began as a company focused on performance rather than luxury. They developed the signature Expedition Parka for scientists in Antarctica, which soon became standard issue for researchers and those spending extended time in Antarctica. In the early 2000s Canada Goose continued their mindset of “embracing Arctic adventure” by partnering with professional dogsledder Lance Mackey.

Actor Daniel Craig sports a Canada Goose jacket in Spectre. Image via here

Today, they partner with Goose People, Canadians they see as “everyday heroes who strive for excellence. Their journeys, achievements and ‘can do’ attitudes inspire us.” Among these Goose People are extreme adventure athletes, polar explorers, basketball players, climbers, movie directors, soccer players, and tennis players, to name a few.

Given their success as a performance jacket company, a little over 20 years ago Canada Goose began partnering with the film industry to outfit cast and crew in their jackets during production in extreme climates. This decision single handedly changed the direction of Canada Goose forever. It was only a matter of time before the jackets went from being off the screen to on the screen in films such as The Day After Tomorrow, National Treasure, the James Bond series’ Spectre, and most recently Manchester by the Sea. Now entering into the realm of celebrities, the jackets started spreading among the rich and famous, eventually spreading to upper-class North Americans.

Practicality

Canada Goose jackets remain the gold standard for Arctic jackets, but as a jacket for urban or suburban use, it has limited practicality. Even city dwellers will rarely face the intense levels of cold these jackets were designed for, however, when used by a city commuter finding themselves walking through snow and low temperatures, the comfort and warmth provided by the jackets may give a legitimate reason to warrant their purchase. But still, even if one justifies the practicality of a Canada Goose jacket, other companies make products that will function in the same capacity for half the price.

Image via here

Other big name outdoor brands such as North Face, Eddie Bauer, Patagonia, Columbia, Marmot, and Rab all offer parkas in the relatively less expensive $300 range. Considering these options, Canada Goose jackets decisively did not become popular solely due to function. It’s that patch on the side of the left arm—an indicator of status, luxury, and possibly superiority. Maybe those who can afford these jackets without thinking about it (a girl in my apartment owns three) would be appalled by my conclusions about what wearing a Canada Goose jacket means, but if it does not mean these things, why not just cut off the patch? I challenge you, Canada Goose jacket owner, cut off the patch or at least purchase from the Black Label line with the smaller, black/white patches.

Fashion?

When considering these jackets as fashion, the price should have little to no bearing. After taking away this factor, Canada Goose jackets make a beautiful addition to the winter wardrobe. Made with white duck down and coyote fur ruffs, the quality undeniably sets them apart from other outdoor brands. Their parkas bear the proud “Made in Canada” stamp and hold history of design with attention to detail for performance and style. As much as people like to talk down the fashion of the rich and famous, Canada Goose jackets caught on not because of a name—they became a name.

Their designs set the industry standard for parkas; other outdoor brands clearly try to replicate Canada Goose designs to keep up with their growing popularity. The company’s continued growth does present risks, namely becoming a sellout to mediocrity in some of its products in order to lower prices. This phenomena occurred with North Face, a brand originally known for making extreme climate gear for climbers that has since developed many levels to their brand. For example, American department stores across the country sell North Face jackets, which diminishes their exclusivity. North Face sells parkas ranging from $100-$800, creating a wide variance in the quality of their products. If Canada Goose wants to retain their reputation as an Arctic adventure outfitter, they must be careful in their expansion.

With United States flagship stores already in New York, Chicago, and Boston, the company plans to open 15-20 more stores in North America by 2020. This year they released a new line of knitwear, which they characterize as “bringing purpose-driven design and prowess in crafting function-first apparel to luxurious Merino wool garments.” The launch of the new knitwear line signals a shift in the brand’s focus from functionality to fashion.

The knitwear line also suggests the company’s willingness to sacrifice company mission for growth. Made in Italy and Romania, their knitwear does not have the “Made in Canada” assurance that defines part of the company’s appeal and mission. When asked about this decision by the Chicago Tribune, Canada Goose CEO Dani Reiss said, “If we could have made it in the same level in Canada, we would have, but we’re not able to… It’s not about price; it’s not about going to a low-cost environment; it’s about making it in the right place for the product to be made.”

Reiss also used to position himself against brands with distinct logos until the recent explosion in his own brand’s popularity. “I used to cut alligators off my shirts. Now I understand a brand is a reputation,” Reiss said.

Fashion, Fad, or Both?

• Fad- def. (n) an intense and widely shared enthusiasm for something, especially one that is short-lived and without basis in the object’s qualities
• Fashion- def. (n) a popular trend, especially in styles of dress and ornament or manners of behavior

Canada Goose products are fashionable, point blank. Any item that sets the industry standard deserves to be recognized as such. But well off college students wearing these jackets on 50 degree days indicate their status as a fad among this demographic. In this situation, these jackets have no real function other than to “look cool.” Come on, we live in Chicago during the midst of rather severe climate change (i.e. mild winters) and only have to walk a few hundred feet between the Reg and the quad. I have yet to meet a University of Chicago student who spends extensive time in the cold or goes on Arctic adventures necessitating the level of warmth and function provided by a Canada Goose jacket.

While still too early to tell if Canada Goose jackets will remain popular, current enthusiasm for the jackets stem from their association with luxury and reputation as a social statement, not their “objective qualities” as Antarctica-grade coldgear. Therefore, as students purchase these jackets based on this reasoning, I consider them a fad at the University of Chicago. This is not to say the company lacks a consumer base who uses these jackets for situations closer to functional intent. In those cases, the jackets should not be considered a fad, but among most college students—definitely a fad.

But what about fashion? Yes, across all boards these jackets (and anything with Canada Goose on it) constitutes fashion by definition. The desire and trend to wear Canada Goose only continues to grow in North America and adds a wonderful piece of clothing to anyone’s winter essentials.

Images via here