Why Outerwear Legend Canada Goose Is Taking a Chance on Wool Sweaters

Losing the goose down for merino wool, but keeping those fancy prices

A star of Canada Goose's new campaign, Anna Maria's been crafting sweaters for some six decades. Canada Goose

Fashioniastas can understand why someone might spend days looking for the right sweater, maybe even traveling a hundred miles to find it. But that search would seem downright modest to Jackie Poriadjian-Asch, whose hunt for the right knitwear spanned countries across the globe and took a total of three years.

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@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.