Arctic-functional... Fifth Avenue-fashionable. According to Canada Goose its jackets are packed with humanely-sourced goose down and lined with fur from coyotes in "overpopulated" areas (where the carnivores attack pets). So dropping $1,000 on a faux-rugged parka makes you feel ok. Canada Goose's website said so. But shares fell after the New York Post noticed that website changed.
This goes back to 2017... And it begins with the People for the Ethical Treatment of Animals:
There's market value in 'wokeness'... Definition: Being acutely aware of social injustices and acting accordingly. We're seeing corporations take stands on social issues, from Nike's Kaepernick campaign to Patagonia's climate change initiatives. But Canada Goose's un-wokeness cost shareholders a 5% drop — investors think customers judge values as much as they do style.