Canada Goose has introduced a new purpose platform uniting its sustainability and values-based initiatives.
In addition to supporting the performance apparel brand’s environmental programs—Canada Goose unveiled its Sustainable Impact Strategy in April—the platform, titled “Humanature” aims to invigorate communities, prioritize philanthropic endeavors and support the arts. The company described its Humanature platform as “the driving force” of its enduring purpose commitment.
“The role of business has evolved—in today’s world, driving meaningful change is just as important as the bottom line,” Dani Reiss, president and CEO of Canada Goose, said in a statement. “We are steadfast in our commitment to strengthening our communities, protecting our planet and working towards a future for generations to come. Since 1957, we have been trusted to protect people from the elements and to keep them warm; now, through Humanature, we are taking warmth to an even deeper societal level.”
Canada Goose divided its Humanature platform between two goals: keeping the planet cold and keeping people warm.
Keeping the Planet Cold
In April, Canada Goose launched its Sustainable Impact Strategy. According to this plan, the company is committing to net-zero direct and indirect greenhouse gas emissions by 2025, 100 percent Responsible Down Standard Certification by 2021, 90 percent Bluesign-approved products by 2025 and the elimination of single-use plastics in all Canada Goose-owned or -controlled facilities by the end of 2020.
Canada Goose highlighted what it calls its most sustainable parka to date. Made from recycled and undyed fabrics, lining and interlining, 100 percent responsibly sourced down and reclaimed fur, the Standard Expedition Parka generates 30 percent less carbon, based on footprint, when compared with the in-line Expedition Parka, Canada Goose said.
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“We innovate for the betterment of our consumers and our planet,” Woody Blackford, executive vice president, product at Canada Goose, said. “We’ve turned our commitments into action in under a year. The Standard Expedition Parka is just the beginning for where we will take the brand.”
Additionally, Canada Goose has joined the Sustainable Apparel Coalition. SAC provides a suite of sustainability measurement tools to drive environmental and social responsibility throughout the brand’s supply chain.
The “Keeping the Planet Cold” side of Canada Goose’s new Humanature program also includes two older company initiatives: its Canada Goose PBI collection and its Students on Ice partnership. Launched 13 years ago, Canada Goose said its PBI collection has contributed millions of dollars to the polar bear conservation non-profit Polar Bears International. A partner with SOI since 2011, Canada Goose has supported more than 2,500 students, educators and other staff as they travel to the Arctic and Antarctic, according to the company’s website.
Keeping People Warm
Canada Goose’s Humanature platform also includes its more community-driven initiatives.
The brand’s Canada Goose Resource Centre Program, started as the donation and delivery of leftover fabric and materials to Inuit communities, has expanded to include repurposed parks, many upcycled from the Canada Goose warranty programs. The brand’s Project Atigi also looks to support the Inuit community by partnering with Inuit designers to create capsule collections, with proceeds benefitting Inuit Tapiriit Kanatami, the national voice of Inuit in Canada.
At the onset of Covid-19, Canada Goose pivoted from manufacturing parkas to medical gowns and scrubs, donating 14,000 units across Canada and 20,000 units to Mount Sinai in New York. As of Fall 2020, Canada Goose said it has delivered 2.5 million additional units, all produced at cost, to address provincial and federal contracts.
Canada Goose supports several initiatives around the arts, including financially supporting underrepresented voices in the film industry and partnering with local artists through in-store installations. The brand’s Northern Art Program specifically focuses on Canadian and Arctic narratives, prioritizing Inuit art. With more than 275 artworks on display in more than 25 stores, its Northern Art Collection is now the largest collection of Inuit art worldwide, Canada Goose said.
The brand is also offering its full-time corporate employees what it calls the Humanature Pass. The one-hour, weekly pass encourages employees to set aside time during business hours “to connect with nature.” In lieu of this pass, retail employees receive a complimentary jacket and accessory.