Case Study: CANADA GOOSE

The Brand & Campaign Context

Every Canada Goose product is designed with purpose and informed by the rugged demands of the Arctic. Made in Canada since 1957, the precision of every cut, fold, and stitch is one that’s guided by decades of experience. Every Canada Goose jacket passes through 13 production stages and just as many hands, all guided by our commitment to uncompromising craftsmanship. From zipper to button and stitch to stitch, every element is carefully chosen and meticulously put into place. And before it leaves the nest, our quality assurance team inspects every jacket by hand, ensuring no detail is overlooked. As one of the oldest pieces in the Canada Goose archives, the Snow Mantra was developed to meet the needs of workers in the Canadian Arctic and has served as the uniform of the most rugged jobs, from the Canadian Arctic Rangers to the ground crew of First Air. Weighing in at 7.5 lbs., field-tested at temperatures up to -70 degrees Celsius and made up of more than 247 pieces, the Snow Mantra’s iconic functionality has made it an indispensable parka for those living and working in harsh climates. Within every jacket Canada Goose designs, there’s a feature that was informed by the DNA of the Snow Mantra.