This article originally appeared on Vogue Business.
Is that smoke behind you?
I ask Haider Ackermann, concerned, as he joins our Zoom call.
Photo: Courtesy of Canada Goose
Ackermann was inspired by Canada Gooses archive in Toronto.
I was like, what the hell guys?
Lets get back to it.
Snow Goose AW24.
The company has done so well for so many years.
Now, we can bring it to the next level.
Wholesale revenue, however, fell 19 per cent.
The company is at an inflection point.
Part of doing things differently included creating a role we havent had before a creative director.
This role is designed to cement the aesthetic consistency across our product, brand creative and customer touchpoints.
He isnt compromising who we are or trying to make us something we arent.
He wants to evolve the brand, not reinvent it.
That concept was really important to me.
Ackermann, in turn, was attracted by the adventure.
When [Canada Goose] approached me I was surprised, he says.
But its always interesting to take the road that one does not expect.
Its challenging and it makes your heart beat faster.
You want to learn.
Ive been very niche for so many years.
Dressing many people on the street is thrilling for me.
He adds that there was an appeal to Canada itself.
Theres so much peace and quietness about it.
He smiles and adds: My life is a bit different now.
Its the only time during the interview that he subtly acknowledges his other job.
There is no indication that he will relinquish the Canada Goose position.
His first collection for Tom Ford will be presented during Paris Fashion Week in March.
Im juggling again, he says of his new dual role, but declines to say more.
Canada Goose is very related to the winter, how do you make it relevant in summer?
So theres work to be done, he says.
Reiss describes Ackermann as a true visionary.
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