THE JOURNAL
The problem with doing one thing exceedingly well is that you inevitably become known for it. Canada Goose, the manufacturer of some of the world’s finest extreme-weather outerwear, is a case in point. The phenomenal success of its down-filled parkas has been something of a double-edged sword for the Canadian brand, turning into a household name but also raising the tricky question of where it goes from here.
The answer, it would seem, is everywhere. Over the past few years Canada Goose has been establishing itself as a fully-fledged luxury lifestyle brand, translating its 60-plus years’ experience in designing outerwear for the harshest conditions on earth into an expansive collection of coats, jackets and knitwear, suitable for all conditions.
The brand’s five-point “Thermal Experience Index” rating system hints at the sheer variety now available: you can buy everything from lightweight ponchos and packable down vests with a TEI1 rating all the way to the brand’s trademark extreme-weather parkas, such as the Snow Mantra and Expedition models, with a rating of TEI5, while fleeces and merino-wool knitwear round out the collection.
And if that wasn’t enough, this winter sees the launch of an all-new category: footwear.
Completing Canada Goose CEO Mr Dani Reiss’s long-held ambition of providing “premium head-to-toe protection”, the brand’s new footwear range will initially comprise just two styles: the Snow Mantra, a fully waterproof snow boot tested in Northern Canada and designed, much like the parka of the same name, to withstand the harshest winters; and the Journey, an Alpine-style hiker more suited for everyday use.
A lean initial line-up this may be, but it’s consistent with the start-small strategy that saw Canada Goose go on to dominate the extreme-weather outerwear market. And the limited nature of the collection hasn’t stopped the brand from throwing its full weight behind it with a top-tier marketing campaign.
Live In The Open was shot in Canada and stars none other than Mr Romeo Beckham, second son of the Beckham dynasty. The campaign, described by the brand as “a calling to get out there, explore and define [your] path forward”, depicts Beckham ascending a mountain while wearing the Journey boot, an image that reflects his own personal journey as he pursues a career in professional football.
Following in his father’s footsteps was never going to be easy; Mr David Beckham was one of the most talented footballers of his generation. Rather than being put off, the younger Beckham saw this as just another challenge to overcome. “Growing up, I have always been taught that hard work pays off. To make my dream of playing professional football a reality, I was focused and dedicated,” says the 19-year-old, who currently plays as a striker for Fort Lauderdale CF.
As for what he’s wearing on his feet, the Journey boot clearly has its sights set on achieving the same cult status as Canada Goose’s iconic parkas. Building on the foundations of a classic Alpine mountaineering boot, it retains that rugged mountaineering DNA while adding smart contemporary design details, such as a squared-off toe and a waterproof rubber “bumper”, that lend it more of a city-appropriate appearance.
That’s especially true of the two darker colourways, both of which look ready to slot into your weekend rotation. The Journey is available in three variations: a classic light-brown cedarwood leather that contrasts beautifully against the silver eyelet hooks and the black rubber bumpers, a versatile all-black leather and a mid-grey suede that comes with contrasting white rubber bumpers.
Stuck for choice? The light-brown leather version feels closest to the boot’s original Alpine inspirations, while the mid-grey and white boasts the stylish looks that made Canada Goose’s parkas so popular among well-heeled city dwellers. If you’re in the market for a pair of boots that can stand up to the slushiest commutes but won’t look out of place at the pub, these should be top of your list.