Reputation Make-Over

Previously renowned for its steep price tag and as a go-to target of animal rights protests, the luxury performance brand Canada Goose’s first sustainability report demonstrates that a radical sustainable and ethical brand redesign is already well underway.

A decade ago, Canada Goose’s now-iconic parka skyrocketed from relative obscurity to become one of the most sought-after status symbols in cold climates across the globe. But this extraordinary success brought with it extreme scrutiny, whereby following campaigns from various NGOs the brand quickly became associated with class inequality and animal cruelty.

Ambitious sustainability timeline

In Spring 2020, Canada Goose released its first sustainability report titled “It Matters,” which demonstrates the company is set on an ambitious trajectory that should satisfy many, though certainly not all, of its critics.

Among its sustainability goals, Canada Goose is committing to net zero direct and indirect (Scope 1 and 2) carbon emissions by 2025. Already this March, Canada Goose announced it had achieved carbon neutrality through offsetting projects equivalent to 200% of its annual greenhouse gas emissions. It plans to continue offsetting in this manner until it transforms business operations to achieve its 80% actual emissions reduction target by 2025.

In addition, Canada Goose is committed to reaching 90% bluesign approved fabrics by 2025 from a current level of 32%, as well as eliminating single use plastics from all Canada Goose owned or controlled facilities.

Humane animal products?

Animal right’s activists, however, will be disappointed to find Canada Goose will continue to use animal products such as goose down and coyote fur trims, with the brand citing their superior performance attributes compared to synthetic alternatives.

Yet improvements are also in the pipeline here, including a reclaimed fur initiative in 2022 that will aim to end the purchase of new fur, and a commitment to become 100 percent Responsible Down Standard (RDS) certified by 2021.

 

Photos: Canada Goose

SUSTON
jonathan.eidse@norragency.com