How Canada Goose’s Generations is redefining sustainability, style and legacy
Discover everything you need to know about the luxury brand’s new recommerce platform
In the ever-evolving landscape of fashion, where trends come and go with the seasons, style aficionados are leaning into reducing, reusing and revisiting classics. Demand for waste reduction has led many brands to a genius business model: digital marketplaces for reselling their own gently used products. It makes sense for Canada Goose, an enduring symbol of lifetime quality and craftsmanship, to lead the charge and continue redefining the outerwear industry as it has for decades.
The Canadian brand, synonymous with the world’s finest quality winter wear, commits to excellence that extends far beyond the moment you first slip into one of their iconic products. Meet Canada Goose’s Generations an industry-disrupting recommerce platform that’s not just about buying and selling, but building on their sustainable legacy and offering everyone a chance to own a piece of fashion history.
A Journey Through Generations
Canada Goose, known for its commitment to ethical practices, takes its commitment to sustainability to the next level with Generations, representing a unique facet of the brand’s mission and identity. It’s more than just a marketplace; it’s a testament to the longevity of their high-quality apparel, and proof of their decades of care and craft. Every Canada Goose product is built to withstand the harshest of climates, and Generations is where these garments find their new purpose, demonstrating the quality and expected lifespan of Canada Goose products.
With a dedication to reducing waste, the platform encourages customers to trade in their gently used Canada Goose items, in exchange for a credit based on the garments value, which shoppers can then purchase. It also features upcycled items from their warranty program and vintage pieces from their impressive 65-year-old archive. The goal? To extend the life of these garments and divert them from landfills, a significant step towards environmental conservation, and offer clients the opportunity to shop covetable items and create a portal to timeless style and luxury shopping experiences that enable shoppers to be part of the legacy.
For fashion connoisseurs and collectors alike, Generations is a treasure trove of limited edition and vintage items from past collections—think OVO circa 2012. Imagine owning the Snow Goose Crew Neck, a rare early-aughts sweatshirt that has stood the test of time, a Squall Jacket that’s seen countless adventures or even an Adventurer Jacket from the early 1990s, a true vintage gem. With Generations, shoppers can own these pieces of history, each with a story of its own, all while making a conscious choice for the environment.
Timeless Style at Your Fingertips
Give your winter wardrobe an easy refresh by trading in a Canada Goose item you’re no longer using through the online platform. In return, you’ll receive a credit that can be used towards purchasing another product. For shoppers, Generations offers a unique opportunity to acquire sought-after, hard-to-find items—limited-edition releases, classic designs and vintage pieces, all within reach. The platform is a haven for collectors and fashion enthusiasts looking to curate their unique winter style. It’s a shopping experience to feel good about that bridges the gap between sustainability, style and a shared commitment to the environment.
It’s not just about buying and selling, but about participating in a movement that values quality over quantity and timelessness over trends. So, whether you’re a seasoned collector of Canada Goose’s finest or a newcomer looking to make a conscious choice for your winter wardrobe, Generations is the destination, where legacy and style converge, where sustainability takes centre stage and where every garment has a story. You’re not just shopping; you’re contributing to a legacy.
