Summary
one IPO later, what is my opinion on Canada Goose? Would I recommend her again without hesitation?Verdict: It’s more nuanced than before. First of all, you should know that the brand was bought by Bain Capital and that it clearly wants to take a more fashionable turn.
This is typically the kind of thing that doesn't drive prices down...
Besides, today, a Canada Goose costs around €1,000. For use in France, particularly in Paris, it is far too much.
Especially since at this price, you don't have waterproof clothing. Indeed, there is no breathable or waterproof membrane, and even fewer waterproof seams! Instead, a good old nylon, a bit sturdy, but not high-end...
And that's normal, because Canada Goose is clothing for negative temperatures, when it's not raining. However, for the vast majority of French winters, it rains as much as it snows.
And I remind you, goose down hates water, which we explain stronger commitments on this subject , but still…
Instead, if you are really faced with extreme cold, I would recommend Kanuk, a 100% Quebec brand which enjoys great sympathy among Quebecers (I lived right next to their workshop) and which has started a saving work of rebranding: before, the visual communication was catastrophic, specifically aimed at those over 50, now, it is much more modern.
They use a lot of ClimaShield in insulation, a material that I really like. You can therefore find a “vegan” parka against the extreme cold. They have a few models that mix synthetic insulation + down, but much less than before.
Between this vegan shift and the rejuvenation of its brand image, I take my hat off to Kanuk. It must not have been easy to reboot a 50-year-old brand, which still manufactures in Canada (like Canada Goose in fact).
And if you want more urban clothing against the cold, there is a more recent test from the brand of our colleagues at Goudron Blanc , which I mostly approve of.
Ah, one last word: if you have to wander around in an environment at -20°c/-30°c, I really insist, take your parka very seriously, because in these temperatures, it's a question of life or death.
Canada Goose...
At the moment, it's a very polarizing brand.
As adored as it is hated , you must have seen it everywhere, to the great dismay of its many detractors, who think that in France, Canada Goose is the new Moncler.
But on the other side of the barrier, there are many fans who, for nothing in the world, would not spend a winter without their Canada Goose clothing (and I think I have recently become one of them).
Important: I have lived in Montreal since the end of August, so I have worn my Canada Goose in varied conditions (from almost -20° with wind, up to +8° when I returned to France for three weeks), I I therefore think I have a fairly lucid and broad view of the quality of the product.
So, as a lover of men's fashion, beautiful fabrics and beautiful fittings: what do I think of a big parka?
But before I give you my feedback, I would like to focus a little on the brand image of Canada Goose, which is really ambiguous...
HATE IT OR LOVE IT
Let's be honest, Quebecers have the same brand image of Canada Goose as a French person and the monogram bags of a major luxury brand, namely:
- “it’s expensive for what it is”,
- "it's a thing for wealthy foreigners",
- “it’s stupid to spend so much when you can find just as good for less”,
- "it is useless ",
- “ It’s super cliché .”
However, everything is not true: far from it.
THE QUESTION OF THE FRENCH ARRIVING IN MONTREAL AND BUYING A CANADA GOOSE
Indeed, when we see the number of French people wearing a black Chiliwack (the least successful CG model in my opinion), it is undeniable that there is a fashion effect behind it , often cynically described as Panurge's sheep.
© Credit: canadagoose.com
This is one of the best-selling models. However, it doesn't cover your buttocks and gives you a huge stomach...
However, it should be argued that:
- a CG resells very well second-hand back in France , unlike one from North Face (I will come back to this brand later). It loses very little value between the Canadian price and the second-hand price in euros.
- the euro/canadian dollar rate is advantageous for us
- and finally, CG has a very strong brand image, it’s a brand that makes people dream. It's something that I respect , because you can't imagine the difficulty for a brand to build a coherent and impactful image.
I find it really unfortunate that Quebecers denigrate a Canadian brand that is so exemplary in its implementation strategy, in the way in which it maintains a very strong relationship with its customers, its vision of clothing against the cold, or even its dynamism. But this is another story...
THE QUESTION OF PRICE
Ah... THE PRICE. This is what Canada Goose's detractors proudly brandish . For the biggest haters (and believe me there are some), we are a “pigeon” when we buy a Canada Goose, because:
- we only pay for the brand,
- it's too expensive for what it is.
In fact, everything would be fine in the best of all possible worlds if Canada Goose wasn't so expensive, because even the most vehement people are unanimous on the quality of the pieces.
Except... Canada Goose is not expensive . Yes perfectly.
Considering the quality of the product, you get plenty of bang for your buck. I looked, and honestly, you can't find as good for less (be careful, my criteria don't boil down to "it just has to keep me warm" , I'll get to that a little later).
I am often told about other well-known brands as alternatives, which surprises me every time. Because if there are indeed excess prices, it's here . Honestly, paying almost $450 for a 100% synthetic parka (fur and down) made in China is VERY expensive for what it is .
And then there is a criterion that is never taken into account by detractors: the cut.
Because it is clear that you will hardly find parkas as well cut as certain CG models. I said certain models , because there are some that make you look like a walking fridge:
The Snow Mantra model. Credits: Canada Goose.
This model (at 1200 Canadian dollars!) is the hottest of all. Guaranteed up to -60°C, it is used by miners in Alaska or those who work in oil in icy corners. There's even a shoulder strap to save you in an emergency. You don't look like anything with that thing on your back, but at least you stay alive.
© Credits: Canada Goose.
The Banff model.
The Banff model is much more fitted and its military inspiration is quite nice. Its only fault? No hand-warming pockets: you better have gloves!
Casually, when you have spent the last 5 years looking for the best cut clothes for your figure, this is a strong argument. But I completely respect that this may not be the case for everyone. Simply, in my case, I cannot ignore this.
“YES BUT YOU PAY THE BRAND!”
I'll be honest with you: that's what I thought at first... but it's not the case.
But really not at all. For example, Quartz Nature, which is a little-known Quebec brand, has the same prices as Canada Goose. Likewise, Kanuk, which is a 100% Quebec brand (the workshop is right next to my house) is even more expensive than Canada Goose, with prices easily exceeding 800 dollars!
© Credits: La Canadienne.
A Nature Quartz parka.
At $620, this Quartz Nature parka has quality equivalent to Canada Goose, but a completely different brand image for Quebecers, because the brand manufactures in Quebec (French-speaking). And even at this price, no one is happy to say that we only pay for the brand...
Why such prices? The fur you see on the hoods is expensive. For information, Kanuk sells interchangeable hood furs for between $200 and $300. And then there are no secrets: for a piece that is not made in China, with high quality down and finishes, we very quickly reach 500/600 dollars, or even more. This is the true value of things.
Just this strip of fur from the Kanuk brand costs... 250 euros!
This is a big digression that I have just made here, but it seemed necessary to me, because Canada Goose is, in my opinion, a brand that is unfairly stigmatized.
OKAY SO, WHAT’S IT LIKE TO WEAR A CANADA GOOSE PARKA EVERY DAY?
No need to prolong the suspense: in the conditions of a Montreal winter, it's fabulous.
I'm not surprised that the brand is staffed by certain government bodies , because we feel that its design is the result of a lot of experience with the cold.
On mine, there are lots of super well thought out details. This ranges from the wire around the hood to the thick and robust closure (a detail sometimes missing on the North Face), including two pairs of hand pockets fully lined in fleece and without forgetting the furry fleece chin guard. long...
AND DOES IT REALLY KEEP HOT?
Completely. It's as if you no longer feel the cold at all . Even the slight coolness of the morning, or when you are waiting for the bus, or when you walk home from a party in winter, you never feel cold. I don't remember a time I was cold this winter.
The wind protection is exceptional . One weekend, I was at the Quebec carnival, that is to say for 6 hours outside with a temperature that was close to -20°, but with wind (I have no idea how high the temperature is felt, but add at least -10°) and it is clear that you are perfectly protected against the wind . Even at -20°. Even along the zipper is protected, so the wind never gets into your parka.
Plus, the hood is super well made, and even if you don't put it on your head, it protects your ears .
On the other hand, these are not clothes for sustained sporting activity. If you're cross-country skiing at -15° and it's windy, you're definitely going to sweat. Basically, Canada Goose clothing was designed for immobile or semi-immobile work positions (which explains why bouncers love this brand). Extreme mountaineers tend to turn to PHD type brands , with quite staggering technical characteristics. From the Wiggy's brand, some parkas are completely fire-resistant...
AND WHAT DOES THE CUT GIVE?
Well, we agree, a parka remains a parka.
We still remain light years away from a surgical cut of a Wooyoungmi coat. But having tried several, Canada Goose is one of the rare parka brands to take care of its cuts on certain models. So, I was surprised to see that the shoulders of the Banff, Chateau, Ontario and Citadel models (the most "fitted" models, everything being relative) have been worked and are relatively high. Well chosen for your size, the shoulder does not "bleed", it is clean and neat.
Finally, and I was surprised, still on the most urban models, the S is a "real S". Likewise, Canada Goose even makes XS , good to know.
For example :
© Credits: Canada Goose.
On the Expedition model, it doesn't really look good.
COMPARED TO NORTH FACE, HOW IS IT?
Obviously, the North Face also protects against the cold.
But having tried one and having walked in it at -12°, it's still a notch below Canada Goose, especially for a chilly person like me. And some fleece clothing geeks made the same observation long before me.
The hood protects your head much less well when it is not worn, the cold passes through the sleeves and the closures, in short, it is less accomplished than Canada Goose.
BUT IS IT REALLY ENOUGH TO PROTECT YOURSELF AGAINST THE COLD?
No. Going out when it's -15° without suitable shoes, without gloves and without a hat (and without wearing a hood) will expose you to the cold. You can't ignore good shoes with good socks, gloves, a scarf and a hat worthy of the name.
Because even though you're wearing a Canada Goose, your chest won't be cold, but the cold will be in contact with your head, feet and hands.
BUT DO YOU NOT MIND WEARING CLOTHES THAT ARE A LITTLE LARGE WHEN YOU SPENT YOUR TIME CONVINKING PEOPLE TO WEAR CLOTHES IN THEIR SIZE?
Honestly, when you have to walk for twenty minutes in the cold, or do an open-air electro festival for 4 hours at -15° (Igloofest), you don't give a damn about this kind of problem, and bless you Canada Goose for making such reliable clothing.
And then going out in such temperatures with a simple wool and cashmere coat is stupid, ridiculous, even dangerous . Is it better to spend your winter shivering and have a perfectly shaped figure or have the luxury of being perfectly warm with a slightly looser cut? My choice was quickly made.
It's no longer a question of a beautifully flattering silhouette, or a wool and cashmere blend, but at such temperatures, it's your health that is at stake . I'm hardly exaggerating, but just being warm is one thing, being stylish is another.
WHAT ALTERNATIVES TO CANADA GOOSE?
There are two.
The first is Mackage : these are clearly urban parkas, very fitted, well adjusted, well finished, but which look a little too precious in my opinion. Especially since they exude less solidity than a Canada Goose, the fabric seemed very thin. But it's the kind of piece that I would recommend to someone who doesn't want to make any concessions on the cut of their clothes.
The second is the Rolls of parkas , it is the Nobis brand. The design is much more elaborate than a Canada Goose, the fabrics more urban and more interesting, but it costs more than Canada Goose. I don't remember seeing parkas for less than $800 from them. But if you have the budget, go for it, it's really incredible stuff.
© Credits: Nobis.
There are tailoring and military inspirations on these very high-end parkas.
Woolrich Woolen Mills also does some very nice things, in the same price range:
© Credits: Woolrich woolen Mills.
There are also very beautiful models at Woolrich like this Arctic model.
AND WEARING A CANADA GOOSE IN PARIS, WHAT DO YOU THINK?
So there: this is ridiculous . Not only will you be too hot all the time, and in addition it is a brand which unfortunately has a bad connotation (just take a walk outside a Parisian high school: a fine example of sheepism), in addition to the French price very expensive compared to the Canadian price.
Furthermore, from a strictly design point of view, a Canada Goose parka will never have the vintage charm of a designer parka, like the impressive Bleu de Paname “Grand cold” parka.
Really, buying a Canada Goose to wear in Paris makes no sense .
CANADA GOOSE’S BIG COLLABORATIONS...
Canada Goose is a brand that has managed to maintain its hype through well-placed collaborations. She frequently collaborates with rapper Drake's brand, October Very Own's:
Collab with the Toronto brand on this Chiliwack bomber jacket style.
A collaboration with sportsman Lance Mackey, recognizable by this huge coyote hood, and sponsor stickers everywhere. If you ever want to travel the Far North by sleigh...
A more sporty piece dedicated to sportsman Lance Mackey, who does dog sledding.
Also a superb collaboration with Loro Piana, but unfortunately overpriced:
© Credits: Canada Goose.
A sublime Loro Piana wool flannel.
And finally, and to my great dismay, what was supposed to happen happened, Canada Goose did a collaboration with... Colette:
© Credits: Hypebeast.
No, I don't endorse it, but not at all!
The Canadian brand has also collaborated with Clothing, Henry Poole, Opening Ceremony and Pendleton...
OKAY, HAVE YOU FINISHED YOUR ARTICLE?
This is ultimately my feeling about this fabulous brand, which I can only advise you to purchase if you go to a country with very harsh winters. I know it's a budget, but I assure you that you will have the best in terms of insulation, design, and down quality.
Be careful though! It's a garment that becomes addictive over time. For what ? Quite simply because it is essential in the event of extreme cold (=10 days a year in a city in France).
Remember that this is a brand that makes terribly effective clothing. They more than deliver on their promise to keep you warm.
And that's already a lot.
