Dani Reiss wanted nothing to do with his family's sleepy coat business—until he noticed its cult following among airline workers and realized he could build a billion-dollar brand
On a snowy, blustery day in Toronto,
“We had gathered a cult following in the coldest places on Earth,” Reiss says, plucking bits of down from his blue-and-black-checkered sports coat. “But we were selling to a really small population.” Now that Canada Goose has entered the pantheon of global luxury brands, Reiss must deftly navigate an unforgiving retail marketplace. Fashion’s bargain bin of brands—from True Religion to Uggs to Aéropostale—is brimming with once-hot has-beens. In an era of fast fashion, rampant counterfeiting and hypersensitive Millennials who are already looking askance at Reiss’ fur-lined coats, he must keep Canada Goose’s premium cachet from flying south permanently.
Billionaire Dani Reiss stands in front of an image of the Grinnell Ice Cap on Baffin Island at company headquarters.In 1992, Reiss enrolled in the University of Toronto, intent on studying English literature and philosophy. During summers, his parents paid him to do odd jobs at the factory: mopping floors, filling coats with down, sewing labels on sleeves, packing shipments and loading trucks. Working the front desk, he fixed typos and poor grammar in company letters.
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