Canada Goose: Behind the scenes of the iconic outerwear brand

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One of my favourite things about Canada Goose is the label. And not because I’m label-happy, but because the brand gently places 10 maple leaves and the word “Canada” on arms around the world. 

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Canada Goose was founded by Sam Tick in the 1950s. He immigrated to Toronto from Poland and established the outwear company under the name Metro Sportswear Ltd.

Tick’s son-in-law David Reiss joined the company in the ‘70s and brought with him the idea of the volume-based down filling machine. Reiss rebranded the company to Snow Goose, which eventually became Canada Goose.

Dani Reiss, David Reiss’ son and Tick’s grandson, took over the company as CEO in 2001, pledging to keep manufacturing the jacket in Canada.

Over the years, Canada Goose has not only made some of the most iconic jackets — like the Arctic-proof Expedition Parka — but has also levelled up winter fashion for those who just like to explore the city.

The brand has been at the centre of controversies regarding its use of fur but has vowed to become fully fur-free. 

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With so much history in Canada and Toronto, I wanted to see how the global brand makes its jackets in my very city. Canada Goose has eight owned and operated facilities in Montreal, Toronto and Winnipeg. I toured the original head office in Toronto. 

Canada Goose factory tour: What I learned

The Canada Goose building is so much larger than I anticipated. The operations are large and it’s clear Canada Goose wants the luxurious experience to start from production.

When I first walked into the production area of the building I was humbled by my own DIY skills. Canada Goose employs 20 per cent of all sewing machine operators in the country. The company welcomes skilled seamstresses but also has training programs for those who aren’t so skilled.

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If you’re wearing a new Expedition Parka, you’re wearing a coat made by people who have been making Canada Goose jackets for approximately 30 to 40 years. 

The assembly line

Each production line is responsible for making one type of jacket, starting from the liner through to the outermost layer. Each line can make approximately 240 to 300 jackets per day.

The most entertaining part of the manufacturing process is when people swat the freshly stuffed down layers with badminton rackets. The plant director let me sew a Canada Goose logo onto a piece of material (on a very automated machine), but I think it would have been more fun to try the badminton swatting. 

There’s a big Portuguese presence in the production area. Though there are many international flags around the factory, the Portuguese flag is most prevalent. 

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The down

As of November 2021, all Canada Goose down is certified by the Responsible Down Standard (RDS). The RDS oversees the entire down sourcing process, which includes animal welfare. 

Canada Goose uses natural down because you get the most warmth for the least weight. Natural down is reusable, durable and biodegradable. Canada Goose only uses down which is a by-product of the poultry industry.

This is where the confusing world of fill power comes in. The simplest way to describe fill power is to talk about the “fluffiness” of a down product. The goal of the fill power is to trap air and provide insulation.

Before the down makes its way into Canada Goose jackets, it’s tossed and turned in a machine that looks like it belongs at Build-a-Bear. 

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Favourite parts of the tour

It’s nice to see Portuguese pride celebrated throughout the factory. When I think “Canada Goose” I immediately associate it with Canadian pride. But the jackets, while made in Canada, are actually made by people who came here from many places, including Portugal. 

Sir Cut-A-Lot. There’s a machine in the back of the factory called Sir Cut-A-Lot. Before a jacket’s pattern is approved for full manufacturing, designers work on a small run of the model. The team uses Sir Cut-A-Lot to cut the patterns of new designs. 

Badminton rackets. If it ain’t broke, don’t fix it. I’m sure there could be a more technical or automated way to fluff down during the manufacturing process, but the badminton rackets work. The company has been making jackets since the 1950s and has the process to prove it. Each jacket has a code on a tag that shows where it was made and by whom. Canada Goose tracks quality to ensure it produces long-lasting, well-made coats that can safely take adventurers into temperatures -30 C and below.

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Facts about the brand’s most iconic jacket: Snow Mantra Parka

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