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How Canada Goose turned its outlet stores into galleries for Inuit art
Walruses appear frequently in the folklore of the Inuit people, who have inhabited Northern Canada, Greenland, and Alaska for thousands of years. Their tales are full of heroes who travel by canoe to the floating ice where they hunt the fanged creatures that can weigh as much as 20 men.
Canadian artist Ningiukulu Teevee has spent her career capturing the stories of her people and translating them into complex, detailed, and often playful pen-and-ink drawings. One black-and-white drawing features a Walrus staring up at the sky, its eyes full of emotion. The piece reflects the intimacy the people have with these animals, whom they rely on for sustenance, but whom they also believe to have spirits.
Ningiukulu Teevee’s Avataq Spirit, left, and Flirtatious Owl at the Mall of America store. [Photo: Canada Goose]To see this artwork, you don’t need to visit a gallery, but rather the Canada Goose store in Montreal. The picture of the walrus sits alongside two other Teevee prints featuring human figures, one whose hands are embellished with feathers and another whose hair is transforming into feathers. Birds, too, have a sacred place in Inuit culture, since their arrival in the North in spring brings warmer days, melting the ice.
Canada Goose has now acquired 40 pieces of Teevee’s work. “Her work speaks to the interdependency between humans and the natural world,” says Penny Brook, the company’s CMO. “She celebrates this connection, but also acknowledges how fragile this ecosystem is.”
Canada Goose, founded in 1957, is known as a luxury parka brand. But since 2016 it has invested in a growing art collection to display in its fleet of 50 brick-and-mortar stores. Over the past seven years, the company has acquired more than 500 pieces of art, predominantly made by Canadian artists, and now boasts the largest retail collection of Inuit art in the world. It’s part of the brand’s efforts to highlight the work of Canadian artists while helping consumers understand the brand’s deep roots in Northern Canada.
This art program offers insight into Canada Goose’s approach to retail. As I’ve written before, the brand sees its stores not just as places for consumers to discover and buy products but also as immersive, experiential spaces. The company has installed “cold rooms” in many stores with temperatures as low as minus 13 degrees Fahrenheit and real snow so that customers can see how its parkas hold up in such conditions.
Winnie Truong’s Zephyr at Canada Goose’s first California store, in South Coast Plaza, Costa Mesa [Photo: Canada Goose]From the start, the company also wanted to create a gallery-like atmosphere in its stores. But this wasn’t a simple endeavor. The brand acquires many different kinds of art, from sculptures to large canvases to small lithographs, so it must work with store designers who can showcase each piece the way a museum might—and then display racks of clothes around it.
For its Frankfurt store, Canada Goose commissioned artist Alexa Hatanaka to create a version of its most iconic jacket, the snow mantra, out of washi paper using traditional Japanese paper-making techniques. The piece had to be lit properly using a complex system of lights to show the creases and translucency of the paper. “Displaying art is itself an art form,” Brook says. “We work with experts who advise us on lighting, hanging the art, and presenting it in such a way that it tells a story.”
Alexa Hatanaka’s Paper Snow Mantra in Frankfurt [Photo: Canada Goose]Canada Goose partners with Namara, an art curation firm founded by Natalie MacNamara, to acquire pieces. Brooks says the company prefers to invest in pieces by lesser-known artists because they stand to benefit more from the brand’s platform. In the stores, each piece has a museum-like description of the work and the artist, and there’s also a QR code that the viewer can scan to learn even more on a microsite. Canada Goose trains its in-store ambassadors to understand the art as well, so they can talk about it with customers.
Canada Goose has made an effort to ensure that it credits the Inuit people with inventing the parka in its marketing materials. It also launched Project Atigi, for which it commissions Inuit designers and seamstresses to create parkas that blend traditional craftsmanship and techniques with Canada Goose’s tech-forward materials. It pays them for their work, then goes on to auction the parkas, with proceeds going to Inuit Tapiriit Kanatami, an organization that advocates for Inuit communities.
Building this relationship with the Inuit community is important, particularly at a time when brands are called out for cultural appropriation. In 2021, moccasin maker Minnetonka issued an apology on Indigenous People’s Day for profiting from Native American designs without honoring Native culture for 75 years. Conversely, Canada Goose has been collaborating with the Inuit people for decades.
Alex Fischer and Qavavau Manumie’s Story Tree in Toronto [Photo: Canada Goose]The company has commissioned many different artworks for its stores. One that stands out is a white aluminum tree in its Toronto store made by Inuit artist Qavavau Manumie and Canadian contemporary artist Alex Fischer in 2020. The sculpture is based on one of Manumie’s drawings that features an Inuit man with a tree coming out of his mouth and bears’ faces at the very end of each branch. The idiosyncratic image weaves together Arctic wildlife with Inuit mythological storytelling.
..........Read full articleCanada Goose and October’s Very Own are Back with Another Collaboration
Releasing on 7th of October online and at select Canada Goose and OVO® retail stores globally.
The two Toronto-based brands have returned for the latest instalment of their longstanding partnership, this time with a more refined fabric and colour scheme. The focus for them this Autumn/Winter is a rich Loro Piana wool, a luxurious Italian cashmere fibre that screams quality yet still manages to keep warm; performance luxury at its finest.
For this capsule, the two brands have dug into the Canada Goose archives to remix two silhouettes with the Loro Piana wool for this upcoming season: the ‘Banff Parka for OVO’ and the ‘Hooded Freestyle Vest for OVI’. The first is made for really harsh conditions, clocking a Thermal Experience Index (TEI) rating of 4, meaning that it can withstand temperatures of up to -25ºC and the latter is a new spin on a certified classic, a lighter option for the cooler evenings. Both pieces feature a speciality OVO patch alongside an embroidered Canada Goose disc. The ‘Wool Cap for OVO’ will also be available, a low-profile cap with a snapback fit and Canada Goose disc as well as an embroidered OVO wordmark.
OVO and Canada Goose Outlet Online Unveil Their Latest Limited Edition Capsule Collection
October’s Very Own and Canada Goose are once again collaborating on a Fall/Winter collection. The high-end Canadian clothing brands are set to release three new pieces including an OVO-branded parka, a hooded vest, and a wool cap.
The new collection serves to reimagine Canada Goose’s legacy styles in a modern style with the OVO branding. To create this new capsule, both OVO and Canada Goose searched through the latter’s archives – dating back nearly 60 years – to decide which styles would be best suited for an aesthetic overhaul.
In addition to a modern look, Canada Goose and OVO designed these new pieces of clothing with warmth as a priority, given how cold Canadian winters can get.
The prices of the new collection will range from $250 for the wool cap to $1,495 for the Banff Parka. Each style will be available in three colours: sierra, midnight, and limestone.
The collection will be available to purchase from both Canada Goose and OVO’s retail stores as well as their respective websites as of Friday.
OVO and Canada Goose have previously partnered together several times with their last collection coming out in 2020 to celebrate 10 years of collaboration.
..........Read full articleCanada Goose Outlet Store Taps Feng Chen Wang and Xu Zhen for Technical FW22 Collection
During Paris Fashion Week, Canada Goose presented a collaborative FW22 collection with Chinese-born, London-based designer Feng Chen Wang and Chinese artist Xu Zhen.
With Feng Cheng Wang’s “future-modern” design codes and Xu Zhen’s optimistic prints at its forefront, the 12-piece range places a priority on deconstructing Canada Goose’s heritage styles with exaggerated proportions and technical tailoring. The result is a collection of men’s, women’s and unisex down outerwear and knitwear, all of which boast a penchant for functional-yet-conceptual wear.
The line, which draws from Wang’s life experiences, employs an eclectic color story, with a neon green tone taking over a parka jacket in one ensemble and dark greens and browns commanding pant and jacket pairings in another. Zhen’s graphics largely make their statement on the jacket offerings, some of which are entirely doused in the MadeIn founder’s signature works while others implement his bold designs on distinct fabric sections. Elsewhere, the Toronto-based luxury label has introduced new product categories with its first-ever skirt and woven pant offerings, as well as a footwear collaboration that’s well-equipped for stubborn terrain.
The full collection will be available to purchase in Fall 2022. Take a look at the collaborative capsule above.
..........Read full articleOVO and Canada Goose Outlets Reprise Partnership With a Winter-Ready Collection
Drake has been putting forth a ton of energy into his product initiatives lately. The hit-making artist recently teased more upcoming collaborations with Nike and prepared an OVO FW22 “Collegiate” collection, and now he’s set to revisit his OVO partnership with Canada Goose. The two Canadian powerhouses have converged once more to engineer an assemblage that’s fit for the seasonal transition.
The three-piece collection features two outerwear pieces and an accessory item. The former is guided by the OVO x Canada Goose Banff Parka — a sleek but extremely warm piece that can be utilized to brave the harsh winter climate conditions. This jacket is decorated with a Canada Goose patch on the left sleeve Next up is the Hooded Freestyle Vest which styled in a muted black hue and is fitted with an OVO patch on the right chest and the Canada Goose logo on the left chest. Last up in the range is an adjustable snapback Wool Cap manufactured with premium Loro Piana wool. All three items will be available in Sierra, Midnight and Limestone colorways.
Peep the collection above and expect it to launch on October 7 via Canada Goose.
For other news, Canada Goose tapped Feng Chen Wang and Xu Zhen for a technical FW22 collection.
..........Read full articleCanada Goose Outlet Taps Feng Chen Wang and Xu Zhen for Technical FW22 Collection
During Paris Fashion Week, Canada Goose presented a collaborative FW22 collection with Chinese-born, London-based designer Feng Chen Wang and Chinese artist Xu Zhen.
With Feng Cheng Wang’s “future-modern” design codes and Xu Zhen’s optimistic prints at its forefront, the 12-piece range places a priority on deconstructing Canada Goose’s heritage styles with exaggerated proportions and technical tailoring. The result is a collection of men’s, women’s and unisex down outerwear and knitwear, all of which boast a penchant for functional-yet-conceptual wear.
The line, which draws from Wang’s life experiences, employs an eclectic color story, with a neon green tone taking over a parka jacket in one ensemble and dark greens and browns commanding pant and jacket pairings in another. Zhen’s graphics largely make their statement on the jacket offerings, some of which are entirely doused in the MadeIn founder’s signature works while others implement his bold designs on distinct fabric sections. Elsewhere, the Toronto-based luxury label has introduced new product categories with its first-ever skirt and woven pant offerings, as well as a footwear collaboration that’s well-equipped for stubborn terrain.
The full collection will be available to purchase in Fall 2022. Take a look at the collaborative capsule above.
Elsewhere in fashion, Tiffany & Co. has shared how Kendrick Lamar’s diamond “Crown of Thorns” was crafted.
..........Read full articleCANADA GOOSE OUTLET ONLINE TAPS KIMBERLY DREW FOR THEIR NEW ART INITIATIVE
When you hear the phrase “Live in the Open,” you think about taking and embracing life full-on. Keeping that philosophy in mind, Canada Goose has partnered with writer, artist and activist Kimberly Drew to highlight the work of artists living and working in New York City–a city she works in and calls home.
“My work sits at the intersection of art and design,” said Drew in a press statement, “thinking about ways to archive, uplift, center and amplify marginalized voices that sit across a bunch of different cultural spaces.”
The partnership consists of three interactive murals commissioned by three artists–COVL, Bianca Nemelc, and Indie184–selected by Drew herself. Each artist created a mural style piece unique to their own artistic design, and that incorporated a tear-away reveal for the passersby to interact and engage with. The purpose of this reveal is to continue Canada Goose’s ethos of “Live in the Open,” and encourage the idea of expressing oneself freely, all while “spotlighting female creators dominating the New York art scene.” The three artists used inspiration from their cultural backgrounds, expressionism, the natural world and more to make their murals unique to themselves and the project’s message as a whole.
The three murals are currently up for view around the Canada Goose flagship store in New York City. Read Drew's interview with V below.
Kimberly Drew. Courtesy of Canada GooseV Magazine: Canada Goose’s ethos is to “Live in the Open.” What does that saying mean for you and this partnership?
Kimberly Drew: I have really enjoyed this partnership with Canada Goose, because it’s encouraged me to commit to spending more time in nature. I think “Live in the Open” can mean a variety of things: being outdoors, being open to new information, and even being open to the parts of yourself that you’ve yet to discover. To quote my friend Noor Tagouri, “We are the stories we haven’t met yet.”
V: As a curator, how different is this partnership compared to other projects and jobs you’ve had? How has the partnership allowed you to combine your passion for activism and art in one?
KD: This project has given me the opportunity to curate billboards in Downtown New York. One of my principal goals is to invite audiences to see more art and with this project I was able to work with Canada Goose to bring art to people. With so much creative freedom, I didn’t have to compromise on my vision for the project.
V: You tapped artists COVL, Bianca Nemelc, and Indie184 to bring this project to life. What was the process of selecting these artists in particular?
KD: I wanted to work with a diverse selection of artists on this project. Bianca and Indie184 are both native New Yorkers and COVL is a newer New York from Miami. Each of these three women have unique approaches to their work thinking about mental health, freedom of expression and the beauty of bodies. As a curator, I’m just happy that each of the artists said yes.
V: You’re a native of New Jersey; a neighbor of New York. In what ways has this project and its NYC location been inspirational/meaningful to you?
KD: New Jersey is a unique state with a longstanding and robust art community. Growing up, it was a privilege to be able to visit cultural institutions in both New Jersey and New York City. Working with artists to mount artworks was exciting because it made me wonder which people might see the works and reconsider their relationship to art.
..........Read full articleVisited a Canada Goose Outlet Cold Room where you can test its jackets in below-freezing temperatures
Shopping for a winter coat can be incredibly hard because you won't know how it'll perform until you actually wear it in ideal outdoor conditions. And by then, it's likely too late to return it if it doesn't live up to expectations.
To let customers experience before buying, Canada Goose has installed the "Cold Room" in select stores that simulate cold-weather conditions and what it's like to wear its gear in cold weather — particularly useful if you're shopping during warmer seasons.
Canada Goose assigns a Thermal Experience Index (TEI) rating to all of its products. The Cold Room lets shoppers put the ratings to the test, even at below-freezing temperatures. The company stands firmly behind the TEI, but considering how expensive Canada Goose apparel can be, the Cold Room is a way back up its claims.
I visited the Cold Room at the Canada Goose store at the Mall in Short Hills, in New Jersey, to learn more about the TEI and what it's like to try out this store feature.
What is Canada Goose's Thermal Experience Index?
Canada GooseFill power is a number that measures the amount of space one ounce of down will fill in cubic inches. Generally, higher fill power is an indication of higher quality down being used, making it a warmer garment for the wearer. While most winter coats have a fill power rating, people often struggle to understand what that means in terms of real-world use.
Is a jacket with a 750 fill power rating really that much warmer than a different jacket with a 700 fill power rating? Do I need a higher fill power if I'm only outside for a few minutes at a time during the winter?
To help customers determine which garments suit their needs, Canada Goose developed its TEI rating, which outlines the different levels of warmth and best uses. Everything from raincoats and vests to hoodies and parkas gets its own TEI rating.
When picking out a Canada Goose jacket to test, the TEI ratings definitely helped me make a decision. I went with the Crofton Puffer Jacket because it's lightweight, has a modern puffer design, has lots of versatile features for wearing in city environments, and features a TEI 4 rating. It's one step higher than the fundamental everyday warmth TEI 3 garments provide, yet not as extreme as TEI 5 garments designed for the coldest places on earth.
What it's like inside a Canada Goose Cold Room
Outside of The Cold Room, a digital thermostat reads a temperature of 0 degrees. Amir Ismael/InsiderThe Cold Room is a small temperature-controlled, in-store facility designed to help you test cold-weather Canada Goose products before you buy them. The thermostat was set to 0-degrees Fahrenheit, but it can be adjusted (at or below freezing) depending on the temperature you want to test your jacket.
The interior of The Cold Room features ice blocks to show you just how cold it is inside. Beyond the glass windows, you can see other stores in the mall. Amir Ismael/InsiderI casually stepped in with my Canada Goose Crofton Puffer unzipped, but quickly realized that 0-degrees Fahrenheit is a lot colder than an average winter day in New Jersey. After putting the hood on and zipping up the jacket, the upper half of my body was completely warm.
I stayed inside the Cold Room for about 10 minutes and could feel the freezing cold air ripping through my jeans, but I couldn't feel a bit of cold elsewhere with the Crofton Puffer on.
Amir wearing the Crofton Puffer in cold winter rain (left) and over his shoulders using the interior straps (right). Amir Ismael/InsiderGranted, you will end up wearing your jacket in real-world cold weather for much longer than 10 minutes at a time, but the Cold Room gave me the confidence to know that my jacket could handle it when the time came. Every time I wore my jacket in real-world cold weather, I was reminded of how effective the Cold Room test was.
Although I used the Cold Room to test a winter jacket this past season, it's also a great way to gauge the performance of lighter-weight jackets and hoodies ideal for transitional spring weather or layering.
The bottom line
Although Canada Goose provided the jacket for the purpose of testing and reviewing, my experience in the Cold Room helped me understand why Canada Goose jackets are priced higher than many options on the market.
Canada Goose is driven by performance and results, and its products directly reflect that. The jackets are made with the highest quality materials and lab- and field-tested technology that translates to real-world warmth.
It's tough to justify spending so much on a jacket even if you can afford it, but Canada Goose's products live up to their cost. If there's a Canada Goose Cold Room near you, I recommend it as a way to experience the products' warmth for yourself.
..........Read full articleCanada Goose Outlet Makes Spring Apparel? Yeah, We Were Surprised Too
If you're familiar with Canada Goose, it's probably due to the brand's parkas, which can be seen on the shoulders of celebrities, news anchors and practically half the population of any Northeastern city. But, don't write the heritage brand off as "just a winter clothing company." With its new spring / summer 2022 collection, "Live in the Open," Canada Goose proves its apparel can be worn year-round — in the right conditions.The brand's newest collection centers around lightweight comfort and transitional weather, as evidenced by the variety of apparel options, including a cozy down vest and an expansion of the brand's footwear, which was launched late last year. Below are three of our favorites picks from the season's offerings. ..........Read full article
Canada Goose’s Outlet Insulated Crofton Puffer Boot Is a Jacket for Your Feet
Canada Goose’s venture into the world of footwear has been a big step in the right direction — no pun intended. Having unveiled its first collection at the tail end of 2021, the Toronto-bred clothier’s line of cold-ready boots is built to take on any weather. The Crofton Puffer Boot is the latest addition to the brand’s catalog, and it serves as a luxurious way to step through winter’s final throes.
While these look to be a warm set of boots thanks to their insulated upper, don’t mistake these for heavyset stompers, as Canada Goose’s intent with the Crofton was to provide nothing short of lightweight comfort. Thanks to its cushy midsole, rib material at the back, and side zipper, the world-renowned brand’s latest boots are incredibly comfortable to throw on and wear throughout any physically strenuous outdoor adventure.
After all, this is Canada Goose, so it’s only right that the boots provide robust elemental protection. As a result, they come equipped with an insulated upper and a gusset behind the zipper to retain warmth. Meanwhile, the Crofton’s outsole is intended to provide the utmost flexibility without sacrificing performance in a frigid climate, made entirely clear thanks to its grooved tread surface for optimized traction. Plus, the shoes’ puffed composition makes them extremely packable, meaning traveling with these on hand is an absolute breeze.
..........Read full article
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