After Christmas ’09, there was something different about walking down the wintery streets in Canada. It seemed overnight– over holiday in fact–that everyone had gone out to swag one of the insanely warm Canada Goose expedition jackets. Don’t expect them to phase out soon.
Since Canada Goose and Drake are both “Canadian” and “blew up” in their own ways, these proud canuck moguls are teaming up for one of the more brilliant nationalistic promo campaigns I’ve heard of in a while. They’ve called their $900 jacket “October’s Very Own Chilliwack” (perhaps because OVO has a more dignified ring to it than “Drake’s Chilliwack,” but this is what everyone will call it any way). In case you’re wondering, October’s Very Own is the creative collective (music, film, blog) started by Drake and Noah Shebib.
In total, three hundred handmade and signed jackets were made in Canada, one hundred of which will be reserved for OVO friends, and the remaining two hundred sold through high-end fashion shops like Nomad, Toronto; Nom De Guerre, New York; Nepenthes, New York; Colette, Paris; and Opening Ceremony, Los Angeles.