On May 15, Canada Goose announced the appointment of Colombian-born French designer Haider Ackermann as creative director. This is the first time the brand has hired a creative director.
The news was announced on Instagram by both the brand and Ackermann. At the same time, the company’s website began selling the PBI Hoodie, designed by Ackermann using organic cotton.
Canada Goose has long been committed to sustainable practices and the use of environmentally friendly materials such as Tencel and Lyocell, as well as a major goal of zero carbon emissions by 2025. The “PBI Hoodie” is a campaign launched for charity and 100% of proceeds from sales will be donated to Polar Bears International (PBI), the leading organization committed to protecting wild polar bears. The hoodies are priced at US$295 and available in four colors: Borealis Green, Arctic Blue, Crystal White, and Onyx Black.
This special charity campaign also included the participation of world-renowned actress and activist Jane Fonda. Fonda showed her support for Ackerman’s new position, and together they celebrated the dawn of a new era.
In a statement, Dani Reiss, CEO of Canada Goose, said, “We’ve done many of those over the years, but that time has come to an end and we’re moving into having one individual oversee the entire thing. I think that’s more authentic to who we are.”
“I have always said to everybody in the company we’re not fashionable. We understand that we sell products in the fashion marketplace, and our customers are fashionable people, but we ourselves aren’t a fashion brand. We’re the Land Rover of clothing,” he added.
Reiss, who has served as the company’s CEO since 2001, is the grandson of founder Sam Tick. Since taking his current position, Reiss has collaborated with numerous brands, including Vetements, OVO, Opening Ceremony, Y/Project, Marc Jacobs, and Kids Superstore, to acquire new customers and expand Canada Goose’s reach. Through Reiss’s efforts, the company has grown to become a billion-dollar business.
Of Ackermann’s appointment, Reiss said, “When it comes to the marriage of craftsmanship and beauty, there’s no one more fitting than Haider Ackermann. He intuitively understands Canada Goose as a brand apart from all others, and that authenticity, craftsmanship and performance are the cornerstones of our brand.” He continued, “With his distinct ability to harness the energy and potential of our authentic heritage, I look forward to seeing his impact across our designs.”
Ackermann also said in the statement: “What drew me to Canada Goose is not only how they have created a category, but also its authentic reputation and drive to stay committed to its purpose. The impact this brand has had on the world around us is meaningful and inspirational,” “I consider myself a student of the environment and my trip to Churchill lit a fire to do more and be more. My hope is that by coming together with the extraordinary climate champion Jane Fonda, we can help drive people to act – and to do it now.”
Ackermann’s first seasonal capsule collection will launch in Fall/Winter 2024.
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