They seemingly exploded on the Milwaukee scene overnight. They’re on the backs of celebrities from Emma Stone to the newest James Bond (Daniel Craig), on the cover of Sports Illustrated and all over your Instagram feed. They’re swiftly moving past you on your daily walk with the dog and they’re sitting next to you downtown at dinner. Identified by their small blue and red-colored circular patch on the left arm, Canada Goose is everywhere this season.

Why are they so popular? It’s hard to put a price on staying warm in a Wisconsin winter. What Canada Goose lacks in sale pricing (you’ll never find it), it makes up for in all the thoughtful bells and intentionally-placed whistles that will ensure your warmth and comfort… and of course, the street-style chicness doesn’t hurt, either.

Purchasing one that fits your exact needs is intuitive. Canada Goose is temperature rated (trademarked as “Thermal Experience Index” or TEI), which means jackets range by numbers 1-5 in warmth from lightweight down (5F to -5F) to their extreme parka (rated for 30F below or less), which has been tested by scientists working in Antarctica – and performed flawlessly.

The construction is thoughtful. The Dore Hoody, for example, is one of their ultra-lightweight (675 fill for you gear junkies – learn more about fill power here.), bomber-length options. Details include protective thumbholes that give a bit of extra warmth, style and comfort, elastic adjustments so the hood remains secure in blustery conditions and a quilted hood that offers superior warmth. The exterior fabric is wind- and water-resistant. Because it’s so lightweight, it’s a breeze to pack away, as well.

Conversely, the 625-fill Expedition Parka - #5 on its TEI as opposed to the #1-rated Dore Hoody – is the ultimate bitter-cold weather protector. While exceedingly warm, it’s surprisingly breathable, as well. The jacket also offers multiple pockets – both interior and exterior – for storing whatever you could possibly need in conditions at 30F below or less. There’s a coyote fur-rimmed hood that also has internal adjustments to ensure it stays put regardless of the strong winds you might find yourself facing. Lastly, there’s an interior draw cord at the waist to ensure the coat fits properly.

You have the protection of natural materials. The brand uses down exclusively sourced from Feather Industries Canada Ltd., a company that both ensures procurement practices exceed Canadian and International Cleanliness Standards as well as premium quality and performance. The signature fur halo that flanks the hood is sourced from coyote, meaning it is biodegradable, “it never freezes, doesn’t hold water, and the uneven hair lengths create a windbreak that protects exposed skin.”

Aside from the fad-like obsession, there’s far more practical reasons to love “the goose.” There’s the Canada Goose lifetime guarantee, which makes their products worth their weight in gold. According to their official website, “every Canada Goose product purchased from an Authorized Retailer (yes! Yellow Wood is on that exclusive list) is fully warranted against defects in materials and workmanship for the lifetime of the product.” Repairs for the original owner of the product are then offered at no charge

Had enough of winter? Stop in to Yellow Wood to experience the Canada Goose difference. We have dozens of sizes and styles available for both men and women. A member of our team will help you determine the best solution for your needs. See you soon!

Why Canada Goose is flocking to Milwaukee in droves