Canada Goose, the popular Canadian outerwear brand known for its fur-trimmed parkas, announced in June 2018 that it would stop using fur in all of its products by the end of 2022. This marked a major shift for the company, which had long used coyote fur trim as a signature feature on many of its jackets.
When exactly did Canada Goose commit to going fur-free?
On June 28, 2018, Canada Goose made an announcement that it would cease buying fur by the end of 2020 and stop making jackets with fur trim no later than the end of 2022. This 2-year timeline gave the company time to phase out fur from its supply chain and product lines.
What was Canada Goose’s reasoning for stopping fur use?
Canada Goose cited a few reasons for deciding to drop fur:
- Increasing consumer demand for more humane products
- Concerns over the sourcing of fur and animal welfare
- Shifting societal norms and regulations around fur
The company said societal movements and consumer shopping habits were moving away from accepting fur as a luxury material. Canada Goose wanted to align its brand and products with this changing landscape.
How long had Canada Goose used fur previously?
Since its founding in a small warehouse in Toronto in 1957, Canada Goose had used coyote fur trim around hoods on many of its parkas. For over 60 years, fur trim had been an iconic part of the brand’s cold-weather jackets.
Some key facts about Canada Goose’s history with fur include:
- Coyote fur ruffs were used on jackets as early as the 1970s.
- Fur trim gained wider popularity in the 90s and 2000s as the jackets became a status symbol.
- By 2015, coyote fur was used on 3/4 of Canada Goose’s jackets.
So when Canada Goose committed to removing fur in 2018, it represented a major shift for a brand that had long incorporated fur into its core products.
How did people react to Canada Goose’s decision?
Canada Goose’s fur-free announcement received both praise and criticism from different camps:
- Animal welfare organizations – Groups like PETA and Humane Society International applauded the move and saw it as a win for coyotes and other animals killed for fur trim.
- Sustainable fashion advocates – Many viewed this as a step toward more ethical, humane fashion industry practices.
- Fur industry – The fur trade criticized the decision and disputed Canada Goose’s claims about sourcing issues and ethics.
- Arctic communities – Some Inuit groups were concerned about the impact on traditional livelihoods and fur trapping income.
- Long-time customers – Certain core fans lamented the loss of fur trim as an iconic part of Canada Goose’s brand identity.
Overall, reactions highlighted the complex social, ethical, cultural, and economic issues bound up in fur production and garment manufacturing.
Was there any backlash or criticism over the decision?
The decision to remove fur did garner some criticism:
- Animal advocacy groups argued the timeline was too slow and change should happen sooner.
- Some questioned whether Canada Goose would actually stick to its commitment after 2022.
- Others felt the company should also avoid wool and down if it really cared about animal welfare.
- A few traditional coyote hunters voiced displeasure over losing a source of income.
However, mainstream reaction was largely positive, seeing it as a sign of changing times and a win for animal rights.
How did Canada Goose begin transitioning away from fur?
Canada Goose took some key steps to phase out fur from its supply chain:
- Stopped purchasing any new fur starting in 2020.
- Developed fur-alternative trims using recycled polyester and other materials.
- Reworked jacket designs to remove fur elements.
- Used up remaining fur inventory during the transition period through 2022.
- Established partnerships with Inuit communities to develop economic opportunities beyond fur trapping.
It was a gradual process to overhaul manufacturing and distribution. But by late 2022, Canada Goose fulfilled its commitment to sell only fur-free jackets.
What does Canada Goose use now instead of fur?
Canada Goose has replaced genuine fur with a few different faux fur materials:
- Recycled Polyester – Made from recycled plastic bottles, this offers similar texture to real coyote fur.
- Organic Cotton – A natural, biodegradable material that provides warmth.
- Polartech Fleece – Made from synthetic fleece that maintains heat in extreme cold.
Some jackets also rely solely on layered fabrics and insulated areas without any fur trim.
How did the change impact Canada Goose’s business?
Transitioning away from fur does not appear to have negatively impacted Canada Goose’s operations and sales. The company reported:
- Revenue grew from $591 million CAD in 2018 to over $1 billion CAD in 2022.
- International expansion continued, especially in Asia markets.
- Outerwear sales remained strong despite economic downturns.
- New fur-free collections like the Standard Expedition Parka sold well.
The fur-free initiative aligned with Canada Goose’s values around responsible sourcing and ethics. The company succeeded at evolving its brand image and products to meet changing consumer expectations.
Did Canada Goose receive any recognition for going fur-free?
Canada Goose’s fur-free announcement and follow-through did gain notice and awards:
- PETA – Named Canada Goose a “Top Fur-Free Brand” in 2020 and 2021.
- Human Society International – Gave Canada Goose the 2020 Innovative Design Award.
- VegNews – Awarded Canada Goose the 2020 Best in Show Award.
- Fur Free Retailer – Certified Canada Goose as a fur-free retailer in 2022.
These honors from major animal advocacy groups highlighted Canada Goose as an industry leader in modern, ethical fashion practices.
Conclusion
Canada Goose’s decision to remove fur from its products in 2018 represented a major shift for the iconic outerwear company. After decades of using coyote fur trim, Canada Goose responded to growing consumer demand for humane and sustainable fashion. Despite some initial criticism, the transition bolstered Canada Goose’s brand image as an ethical retailer. While it took nearly 5 years to fully implement, Canada Goose ultimately delivered on its commitment to phase out fur across all its jacket lines. The move aligned with evolving social values around animal welfare and sustainability in the fashion industry.
