Deliver Real Value.

The true value of Canada Goose, which dominates the Japanese winter Vol.1 Yasuhiro Suzuki.

Canada Goose, which continues to attract more and more fans each winter, has been producing down jackets in Canada since 1957, and its meticulously handcrafted down products have become a winter tradition. But why does it enjoy such overwhelming support among such a wide variety of choices? Why does it tickle consumers' purchasing desires so much? In this three-part series, we ask the experts on "Canada Goose" to find out the root of the brand's centripetal force, with Vol. 1 featuring Yasuhiro Suzuki, men's director of "Ron Herman". How does "Canada Goose" appear in the eyes of Mr. Suzuki, who continues to discern things with a keen sense of aesthetics? What is the opinion of "Goose People," who have been using the brand themselves since the 1990s?

Photo_Shunsuke Shiga
Text_Masahiro Kosaka
Edit_Keisuke_Kimura

Yasuhiro Suzuki

Head of Merchandise Department and Men's Director of the boutique "Ron Herman". After studying abroad in New York, he worked as a brand MD and publisher before joining "Ron Herman" in 2010. He enjoys outdoor activities in general.

After all, the good thing about Canada Goose is warmth and reliability.

First of all, could you tell us about your first encounter with "Canada Goose"?

SuzukiI lived in New York in the 1990s to study clothing, but it was so cold in New York in the winter that fashion was out of the question. One day, I went to a store called "Paragon Sports," and the clerk recommended "Canada Goose," saying, "This is good for temperatures down to -25°C." That was our first encounter. That was my first encounter with Canada Goose. When I tried it on, it was really warm, even with just a T-shirt as an inner layer. After that, I was able to spend winters in New York without feeling cold at all.

You are still a user, but which model do you wear?

SuzukiI often wear the "Snow Mantra Parka" model, which I always keep in my car. I often play outdoors, and no matter how cold it gets, whether camping in winter or in the snowy mountains, I feel safe as long as I have this one piece of clothing with me. It is that warm. On the other hand, I sometimes use it as one-mile wear, or as walking clothes. I live near the ocean, and in winter I just throw it on and go out. Personally, I think it is cool to wear something with such high specifications in a casual manner.

The "Snowmantra Parka," which is often worn, is the oldest model in the "Canada Goose" lineup.

What do you find attractive in the actual use of the product?

SuzukiIt all comes down to "warmth. That is the foundation of Canada Goose, and it has never wavered. We have always been pursuing this, regardless of whether it is popular or not. We could have added extravagant decorations and designs, but we don't dare. That kind of craftsmanship or brand philosophy is one of the charms of our brand.

However, no matter how passionately I talk about it, in the end you can't tell how good it is until you try it on. Therefore, I would like to encourage those who have never tried it to try it on. You will understand why they are so popular.

Just like you need beeswax in the summer, you need Canada Goose in the winter, right?

Mr. Suzuki also buys for "Lon Herman," how does Canada Goose look from a buyer's point of view?

SuzukiWe have been dealing with Canada Goose since about 2016, which is surprisingly recent. The impetus for this was when I learned about the brand's approach to manufacturing and commitment to quality from the brand's media kit. I was intrigued by the fact that it was completely different from the image I had of the brand.

What exactly is that part?

SuzukiAt that time, I saw a factory in Canada where local people were carefully and painstakingly making down one by one. It was a shock to me because it is not often that a brand is able to show such a scene of on-site manufacturing.

SuzukiThere are now a wide variety of down brands, each with a different position in the market, and we were searching for the right brand to deal in. We were searching for which down brand to deal in among them, and Canada Goose was the one we felt strongly about because of its specialized manufacturing background.

I think it is unusual for Longharman to stock functional brands in its buying process.

SuzukiFirst of all, we rarely buy brands that have just started up. Especially for men, we want to have credibility. Therefore, we always try to buy at the right time, when the backbone of the brand has emerged.

Of course, we also focus on stocking luxury brands. However, we don't stock much in the way of winter wear and shoes. Such items must be reliable brands. No matter how good they look, if they do not have sufficient functionality as outerwear, we will not stock them. Canada Goose has cleared all these hurdles.

I think the reason why "Canada Goose" is accepted today can be summed up in one word: necessity. Just as you need beeswax in the summer, you need Canada Goose in the winter. Recently, I think the added value of reliability has spurred its popularity.

It is too shortsighted to dismiss the current popularity as a boom.

I had the impression that the brand name and logo preceded the product, but it continues to be supported because of its intrinsic value.

SuzukiI think so. Also, I think there are people who think of "Canada Goose" as a passing fad, but in the first place, "Canada Goose" itself has been making products in the same way for a long time. It is the fashion side that has come close to it. It is just that in recent years, the fashion scene has begun to focus on brands that specialize in such manufacturing. That is why I feel somewhat uncomfortable with the term "boom.

He said it was only the result of a successful affinity with the world's mood.

SuzukiI agree. And the fact that the specs and the product itself are solid is a factor that men are attracted to. Even with cars, they choose a car that can go up to 280 kilometers, which they don't even drive. However, clothes are not completed by specifications alone, and the fashion aspect comes into play as well. I think that balance is one of the charms of "Canada Goose.

Four recommended Canada Goose pieces to wear this winter.

Wyndham Parka ¥92,000+TAX

Rib-knit, down parka with cuffs for high warmth retention. Side-entry dual handwarmer pockets provide direct access to interior pockets. This is a model that clearly expresses the character of [Canada Goose]. It is a relatively new model, with snap buttons instead of the traditional parachute buttons, and is designed with town use in mind."

Maitland Parka ¥90,000+TAX

Down parka with two-way adjustable, detachable hood. The chin guard made of tricot fabric is soft against the skin and grows softer and more comfortable the more you use it. It can be worn like a shirt, yet it also has the warmth of an outer garment. It is also mid-length, so it looks great no matter who wears it or how it is styled. The camouflage is also beautiful.

Garson Vest ¥42,000+TAX

A vest with excellent blocking properties that can be used in a wide range of seasons, from chilly weather to midwinter layering, with a two-way zipper and snap buttons to prevent cold air from entering. Down vests may seem somewhat uncomfortable, but they can withstand temperatures down to minus 5 degrees Celsius, which is more than enough to get you through a Japanese winter. I like to wear it casually over a hoodie or with a cap without thinking too hard.

Chateau Parka ¥95,000+TAX

This classic down parka continues to be favored for its simple yet stylish design. The removable coyote fur and Arctic Tech® fabric keep the cold air out. The lack of outstitching, which is typical of down, allows for a wider range of styling options. I think it is the most versatile design among the Canada Goose lineup, and it goes well with both shirts and denim.

CANADA GOOSE

Phone: 03-6758-1789
www.canadagoose.jp