In today’s world, driving meaningful change is fundamental to consumers. People are looking to support brands that serve a greater purpose. 

Dani Reiss, President & CEO at the global performance luxury lifestyle brand, Canada Goose, is dedicated to doing just that: taking action, enacting change and making an impact. The company makes outerwear for the coldest places on Earth and is often seen during the winter months in cities around the world. 

Canada Goose has been transparent about its business since it was founded over six decades ago – from how and where it sources its materials and manufactures products to its lifetime warranty, as well as its commitment to the environment and Northern communities. The brand’s Sustainable Impact Strategy built upon its existing work, identifying goals to ensure a better future for the planet and everyone on it. 

There’s also the brand’s purpose platform, HUMANATURE, which unites its sustainability and values-based initiatives. HUMANATURE underscores its purpose to keep the planet cold and the people on it warm. Reiss explains:

“I am a firm believer that your purpose can become your differentiator. HUMANATURE is embedded across every aspect of our operations and is a part of everything that we do. Consumers want to buy things from companies who are good for the world and good for the communities in which they serve.”

Putting the brand’s purpose into action is led by Canada Goose’s VP of Corporate Citizenship, Gavin Thompson. Canada Goose’s Sustainable Impact Strategy, a central focus of HUMANATURE, aligns to the UN’s Sustainable Development Goals with the objective of making the most tangible impact. Thompson highlights the areas in which Canada Goose is focused:  

“As a company, we have zeroed in on creating decent work conditions, prioritizing innovation and infrastructure. We’ve gone after climate change, sustainable consumption and are committed to ensuring that we are playing our part in reducing the amount of product output.”

Its commitments go beyond what may be visible to the naked eye. Thompson explains:

“We are a bluesign® partner, which means we take our materials down to the chemical level. Our goal is 90 percent of all our materials to be bluesign® approved by 2025. After just two years, we are proud to already be exceeding 45 percent. When it comes to net zero emissions, we’re taking a very strong approach, investing in our facilities to ensure that our carbon footprint is net zero by 2025.”

Thompson highlights other aspects of the brand’s sustainability effort, including being certified to the Responsible Down Standard and removing single-use plastics across its global operations, as well as responsibly reusing materials through its Resource Centre Program: 

“We started taking parkas from our warranty program, refurbishing them, and donating them to  communities in the North. The program has been in place for well over a decade now and is a great example of waste diversion, taking excess materials and giving them a second life.”

Niamh McManus, Senior Design Director at Canada Goose says that sustainability is the first consideration at each point of the design process – from conceptual ideation to launch. 

“Our foundation is to build a product with longevity that is highly durable and has a long life cycle.The Standard Parka was our most sustainable parka to date, which was made of recycled polyester and organic cotton. Using a Life Cycle Assessment, we were able to compare the Standard Parka to its cousin, the Expedition Parka, and look at the improved water usage and energy consumption. There’s also our newly launched Crofton and Cyprus puffer collections, which are made of 100 percent recycled nylon. We’ve also just launched our first ever footwear collection. Both styles were made using TerraCare leather. This is leather that’s used using ecological tanning methods, which means lower water and chemical usage in the tanning process.”

Within HUMANATURE and aligned to its values and heritage is Project Atigi – “atigi” means “parka” in Inuktitut. Project Atigi is a social entrepreneurship program that supports Inuit traditions, honours the North and celebrates their craft and expertise. The third collection will launch at the end of January. Thompson explains:

“This year, we’re incredibly excited because we are working with one of the top designers of Inuit parkas in the North to create a full collection that will reflect and celebrate the culture. Proceeds will be going to Inuit Tapiriit Kanatami (ITK) to help the work they do in communities across the region.”

Additionally, McManus shares what’s next for the brand’s renowned products. As part of its Sustainable Impact Strategy, Canada Goose is committed to transitioning 90 percent of its materials to Preferred Fibres and Materials (PFMs) by 2025. PFMs are sustainable alternatives to conventional materials and include recycled nylon, recycled polyester and organic cotton. McManus says: 

“As early as next year, you’ll also see some of our special projects and collaborations incorporating PFMs and taking a stance on sustainability…We will continue to test, to learn, to improve; always considering the highest quality, the highest durability on this journey.”