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The model is the face of the Toronto-based luxury brand’s latest campaign for its Polar Bears International Line, which raises money for protecting the threatened bear species and how it is affected by global warming and greenhouse gas emissions, the company announced Monday.
The PBI collection features five spring styles including rainwear and lightweight down options. Fifty dollars from the sale of each jacket , which start at $800, will go to the non-profit Polar Bears International organization. The conservation group provides funding for polar bear environmental research and advocacy. Polar bears were listed as a threatened species in the U.S. under the Endangered Species Act in 2008 because the sea ice habitat of the bears is shrinking as a result of climate change. Canada Goose has donated more than $3.5 million to the organization, the company said in a statement.
The winter coat maker, known for its puffer jackets marked with its ubiquitous red, white and blue patch that cost upwards of $1,000, has been sported by the Hollywood crowd in recent weeks. The brand was a sponsor at the Sundance Film Festival in Park City, Utah, where it handed out hundreds of its limited-edition coats to directors and actors in attendance. The exclusive jackets were gray and designed with deep pockets and a Sundance 2020 logo on its sleeve. The brand makes a similarly designed jacket for its HyBrdige CW collection which is priced at $850.
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The luxury outerwear brand founded in 1957 has become a status symbol of sorts for consumers living in cold weather climates and in cities like New York and Chicago. But the brand has faced backlash from animal rights advocates in recent years for using real fur to line some of its jackets. Canada Goose has said animals are ethically sourced, however, the brand faced a probe by the Federal Trade Commission last year over allegations of false advertising.
Canada Goose says on its website: "We believe all animals are entitled to humane treatment in life and death, and we are deeply committed to the ethical sourcing and responsible use of all animal materials in our products."
Canada Goose did not immediately return a request for comment.
As a result, Canada Goose seems to be pivoting away from using fur for its coats after bans in the state of California and the push to make selling animal fur illegal in other cities as more consumers prefer to buy fur on the resale market or sustainable faux alternatives for ethical reasons.