Canada Goose (NYSE: GOOS) has become a household name in premium outerwear, pushing the envelope for functional fashion.
The brand began as Metro Sportswear in Toronto in 1957, targeting primarily city police departments and Canadian Rangers. In the 1970s, the company underwent a branding shift and marketed its apparel under the name "Canada Goose," with an Antarctic expedition being led in the 1980s in which the company's jackets were used.
The transition from having a reputation as a purely expeditionary, hardy, functional product to a major status symbol really accelerated for the company in 2010, when it started marketing its products to celebrities. In 2012, Canada Goose strategically distributed its apparel to prominent members of the film industry at the Sundance festival. After this, the coats have been shown off by the likes of Kate Upton, Daniel Craig, and Rihanna. Canada Goose has since often been the subject of pop culture music and films, being featured in songs by rapper Lil Uzi Vert and making an on-screen appearance in movies like Manchester.
The rise of Canada Goose in the west as a status symbol and pioneer of Arctic-strength heat retention also attracted many interested buyers in Asia, where the company's first flagship store opened in Tokyo in 2017. The store was an immense success because Canada Goose channeled all its initial efforts i...