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Booting Up: Canada Goose Debuts Footwear

Canada Goose is trying on shoes for size.

Come November, the luxury outerwear purveyor will be accessorizing its Arctic-grade bombers and parkas with a line of boots designed to stave off Jack Frost’s worst. It’s part of its goal, the Toronto-headquartered firm said, to provide “premium head-to-toe protection.”

The move has been three years in the making. In 2018, Canada Goose snapped up Baffin, an Ontario-based manufacturer of performance outdoor and industrial footwear, with an eye on embarking on its own “footwear journey” down the road.

“For decades, our products have lived side-by-side in the coldest places on Earth. The Arctic heritage and best-in-class functionality of Baffin boots are synonymous with what Canada Goose stands for,” president and CEO Dani Reiss said at the time. “As we continue to execute our current growth initiatives and build an enduring brand for generations to come, Baffin provides us with valuable infrastructure and know-how to start exploring the exciting global footwear category.”

Canada Goose Journey Boot
The Journey Boot by Canada Goose.

Made in Romania, the Snow Mantra, a $1,295 winter boot, was inspired by Canada Goose’s best-selling Snow Mantra jacket. It features a grippy lug outsole, Double Vislon zippers for easy entry and removal, drawcords and i-cords for quick fit adjustment and PrimaLoft Gold insulation to keep feet toasty in temperatures as low as -30 degrees Celsius. The Journey, which is crafted in Italy, is a $750 hiking boot that offers a deep tread design, a protective rubber bumper and seamless three-piece uppers that reduce potential abrasion. Both styles, Canada Goose said, are clad in TerraCare leather tanned using environmentally conscious processes with lower water and chemical footprints.

Canada Goose, which has pledged to shed its signature fur “no later” than the close of 2022, has ventured beyond the parka before. In 2017, the brand expanded into knitwear, then fleece a year later. Though jackets are still Canada Goose’s hero product, drawing the bulk of its sales, the non-parka segment of its business has contributed roughly half of the company’s direct-to-consumer revenue in the most recent quarter. With shoes, its transformation into a full-fledged lifestyle company is nearly complete.

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“As I have said before, I believe that we have an incredible opportunity in front of us in footwear,” Reiss said in an earnings call last month. “Our intention is to define and develop this category in a way that no other brand can or has. I have great confidence in our team and in their ability to succeed in this category, just like we have with each of our previous category expansions, including lightweight down and apparel.”

The Snow Mantra and Journey boots, which will debut in men’s and women’s styles with three colorways apiece—including all-black and earthy-hued versions—will be available from the company’s website, its 35 global storefronts and authorized retailers such as Net-a-Porter and Ssense beginning Nov. 12.