Canada Goose loses its fur coat.
The parka manufacturer, which has experienced explosive growth and pioneering in the luxury outerwear category, committed to stop using fur in its products, a move driven by the company’s purpose-based platform called Humanature.
Canada Goose said it would stop buying fur by the end of this year and stop producing fur by the end of 2022.
“The decision is driven by our purpose and our focus on sustainability and innovation,” Dani Reiss, President and CEO, told Headline 4 Ever in an interview. “We know that consumers place more emphasis on brands and their sustainability.
“Sustainability is a huge thing, and it’s coming through our Humanities platform,” he said. “Personally, I think companies that do not develop and are not good for the world will not be here in 20 years. It is the responsibility of companies to be the catalyst for this change. This is the right time for us to make this kind of transformative transition in the long run. ”
Reiss has taken the company founded by his grandfather and turned it into a global, Made-in-Canada phenomenon that expects to increase sales by over 1 billion Canadian dollars this year and expand into new markets, particularly China, and through retail and e – trade.
And Canada Goose is still evolving.
“I have worked here for 25 years, I am proud of everything we have done and how far we have come with our products,” said Reiss. “I would not have done anything else. At this point, this is the right thing to do [to stop using fur].
Canada Goose worked with Humane Canada, a federation of humane communities, on the effort. The brand had been under pressure from anti-fur groups for some time to stop using the material, and in April 2020, it said it would stop using new fur and only use recycled fur. While anti-fur groups welcomed the move, some at the time criticized the company for not going far enough and completely banning fur. But it is now.
“This is an important step towards building a more humane and sustainable world,” said Barbara Cartwright, CEO of Humane Canada. “We welcome Canada’s commitment to end the use of all furs by the end of 2022 and the leading position they hold in their industry.”
Reiss has always had a comprehensive approach to its mission – one that always links back to the manufacture of high quality winter equipment.
“At the end of the day, it’s my job, our job to make the world’s best products, the world’s warmest jackets, and I know we can do it without fur,” Reiss said.
In 2019, the brand’s innovation lab launched a program that lets customers choose their own edges, including thermal, reflective thermal, lightweight thermal and fur. Reiss said the program was “quite successful” last year and that it was part of the brand’s efforts to give customers more options.
“We always listen to our customers, and we always will,” Reiss said.
Canada Goose is committed to achieving net carbon emissions by 2025 and this year launched the Standard Expedition Parka, the most sustainable parka to date, as well as a new category of lightweight down jackets, Cypress and Crofton. Standard Parka produces 30 percent less carbon and requires 65 percent less water compared to the brand’s in-line Expedition Parka.
Fashion has become more and more adapted to issues of sustainability and has moved away from fur.
On Wednesday, the company’s Toronto neighbor Holt Renfrew unveiled a “360-degree commitment” to sustainability that included reducing emissions and waste, purchasing organically safe products and stopping sales of fur and exotic skins.
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