Can Haider Ackermann Make Canada Goose Cool?

but going into the next story this was something that I found very very interesting is hayder akiman becoming the first creative director of Canada Goose now before I even read this article because I'm going to go through this Vogue business article I want to know what you guys think about this appointment hey let's see what people are saying about let's see what people are saying about hayder akiman at Canada Goose random AF hide if I have the girls and puffa summer dresses I was astonished by this announcement uh this is a Monumental waste of Hyder aiman's Talent it's clear Canada goose is trying to compete with Monclair oh that oh that's a really strong point you know that's a really good point and something I was going to touch on later so Bri that's very strong point there about the uh compete with Monclair very very strong point hidea thing is weird but all these brands are weird nowadays Donatella a SAT for H&M C director n haer doing side missions yeah we're going to read the article and then I'm going to give my thoughts at the end of it so this article is via Vogue business written by Lucy Maguire who writes a lot of really good articles for Vogue business so it says Hyder akiman named creative director of Canada Goose the unexpected appointment follows a suite of luxury tie-ins at Canada Goose as it tries to retain market share in the booming alterar space which is very very very interesting every brand is just fighting to be richer and richer and richer and it I feels like almost we're at this kind of like peak of just luxury everything where everyone is fighting for this tiny crumb of market share um but anyway continuing the article it says hayder reaman has been appointed as the first ever created director of Premium alterar brand Canada Goose the company announced today the Colombian born French designer better known for avantgard luxury fashion and his anonomous label will oversee all creative at the alterar brand which specializes in heavy duty goose down Parker jacket he will be based in Paris and work alongside C Goose chairman and CEO Danny Reese to guide the company into its next era the brand said What drew me to Canada goose is not only how they have created a category but also its authentic reputation and drive to stay committed to its purpose the impact this brand has had on the world around us is Meaningful and inspirational aaman said in a statement aaman is so hay akan is so media trained that was such a perfect media trained answer I love that for Hayer um continuing in the article it says to Mark the appointment akiman has released a special candada Goose hoodie in four colorways retailing at $275 in support of nonprofit polar bears international PBI the designer announced the hoodie on his Instagram with a campaign featuring himself and a longtime climate Advocate Jane Fonder his first full capsule collection will be released in October according to the brand high performance alware is a far cry from aiman's luxury Roots but the designer's anonomous label has stored in recent years the website closed in 2021 except for his high-profile celebrity dressing of names like Timothy shal and Tilda Swinton and this isn't aiman's first for Ray into performance where since rolling back his own brand in November 2022 he collaborated with feler on a sportswar collection and accompany an accompanying show in Manchester England I remember that actually that was really big um for kander goose this long-term appointment follows a suite of luxury collaborations including markc Jacobs y project Junior wanay and vet ma as the brand aims to compete in the booming outwear Market amid growing competition from Challenger Brands so let's see what they say their competition is like Arc terx and even techware players such as Stone Island and CP company that's very very interesting that they're competing with stone Island CP company and arter very very interesting very very interesting but anyway to continue it says when it comes to the marriage of craftsmanship and Beauty there's no one more fitting than hayder akiman said Canada Goose's Reese in a statement he intuitively understands Canada Goose as a brand apart from all others and that authenticity craftsmanship and performance are the cornerstones of our brand with his distinct ability to harness the energy and potential of our authentic Heritage I look forward to seeing his impact across our designs so very very interesting like it was mentioned um in the article it's very much a far cry from what we know how theen to be we know howman for of course his brand we know how thean for things like belti um so this is very very different I find it really weird going back to kind of what Bri said earlier the point I wanted to make about this whole appointment was I thought that Canada Goose were really trying to compete with Monclair just by the collaborations they've been doing whether it's janbe and all that stuff also to do with like kind of where they sit in the markets and the kind of products they make I really thought they were competing with Monclair because Monclair has creative fashion on a choke hold when it comes to that kind of ski wear performance wear alter wear puffer jackets monair genius I'm a huge fan of moncla Genius I always have been um I think they tap the right designers every time I think they always do very interesting things with down whether it's p Pao making these really lovely Monclair puffer dresses or Matthew Williams making these Tech wear looking puffer jackets so I always thought that Monclair did something interesting I thought by bringing someone in like Hyder akiman that comes from more of a you know Avant guard more like fashion specific lens I thought that's what they're going for but in the article them saying that they're competing with like Arc TXS and stone Island they have no chance that is not Stone island is so Innovative in so many different ways I don't see any way that the the audience for stone Island would stop by Stone Island and with instead by Canada Goose I just can't see that like a lot of people appreciate um Stone Island because they literally develop new Fabrics develop new ways of dying develop like they're so Innovative that brand um and obviously CP company kind of just enjoys the remnants of the innovation of stone Island so I just don't see that and then arcx is just like obviously AR is performance where but ARX is so fashion right now and people don't view Canada Goose as that fashionable compared to arct or stone Island like people wear Stone Island for style and fashion and not because you know it's cold outside people wear the only two types of people I see wearing Canada Goose and I'm not even trying to be stereotypical is either people who live in a really cold place and they just want something expensive to flex or people that just want to flex like the kids I see wearing um Canada Goose jackets are normally either rich kids that aren't the most stylish people in the world or you know people that sell drugs that want to flex that they have an expensive puffer jacket so I feel like that audience is very very different to like Stone Island and CB company and O I think a better strategy would be trying to take um market share from Monclair and the North Face rather than Stone Island CP compy and KNX I think to me at least that's the wrong dire ction to go I love how much money Monclair have as well because they actually spend Bread on installations yeah Monclair have some of the most interesting shows ever I was very lucky enough I covered montclair's last anniversary show which was amazing it was in Milan um I was there it was during Milan Fashion Week a few years ago that was iconic um they had the show in London the monay genius installation where they had loads of BigTime singers performing and it was huge one of the biggest events in London that year um so yeah I don't know I just think then they're just never going to compete with Monclair sorry they're never going to compete with stern9 and CB company and KNX I think they'll have a tough time competing with Monclair um but they could try if they get the right collaborations and tap the right designers I don't see why that can't happen and I don't see why they can't make Canada Goose more fashion specific and fashion Focus um but yeah I think the strategy is a bit wrong so nland clo Anda rabini was 90 early th000 Trapper uniform Monclair and A League of Their Own in the scene in my opinion I was at the Monclair event in London it was insane yeah I didn't make it to that event but I heard really really good things I heard really really good things at that event but yeah it was very interesting just to see hayder akiman because it's funny because obviously Haider akman has kind of been like a free agent for a while Haider akman did obviously that collection uh with Jean Paul gotier that was very interesting and because of that collection that Couture collection that he did at jpg a lot of people started speculating every time there's a new opening I even think this xoni created director role I've seen a few people put Hyder aiman's name forward for that so it's just so interesting all of a sudden it's like oh my God Hyder akman is the creative director of KERO that was so Random like it's so unexpected but and I think it's exciting it's kind of different and I'm really looking forward to seeing how he how he does that and I hope they're paying him a lot of money I can only imagine he's getting a very uh healthy payday um from Canada Goose Yu says the jeo gotier collab is exactly why this is disappointing like someone said a waste of his talent and skill I guess let's see let's see I like to just see how things unfold um let's see if he can bring some excitement to to Canada Goose the way Monclair is quite exciting sometimes so let's just see uh Bri says I think the investors are too comfortable with Ricardo TI's version of Xian to consider a dissimilar designer for the brand yeah I mean they tried they tried Clare white Keller's aesthetic is very different to Ricardo tishi and that didn't work then they tried to go with Matthew Williams who kind of is closer to the kind of aesthetic that Ricardo tishi has and that also didn't work so at this point it's just like a what would work at goni I think they just need to keep trying to be honest I like hayder akiman but I just don't care he is in trouble with his brand so let the guy make some money yeah I mean it's no um secret that obviously his brand was going through some times of financial difficulties which is why the brand almost like is basically effectively shut down at this point um so yeah let him make money let his talents flow across the industry whether it's a Jean Paul gotia thing or it's a Canada Goose here or there um so yeah it'll be great to it'll be great to see so uh Al I'm not sure when you join the stream but I'd like to get your thoughts on like all the other like topics like what did you think of hayder akiman being the creative director of ker Goose yeah um on that I think I uh when it was announced on Twitter I actually sent you a DM on Instagram because I falling over laughing at like the announcement I don't know if it was out of shock or whatever um my like point of uh before even we uh we thought of that uh game Blue from Montclair uh analog um I was just thinking of like uh it as a comparison to like what um uh Martin Rose was doing at Clark's where she's a creative director of Clarks which really means she puts out a cap a capsule now and then right yeah not affecting the Mainline items that are found in like the malls and stuff um and it's like a halo effect sort of thing like I don't think necessarily it'll lead to like uh the product getting uh either better designed or uh more fashion forwards um and I think the thing that really disappointed me the most was in the initial capsule uh for the announcement of the uh collaboration instead of uh it being just like a designed hoodie it was specifically with the word Mark of his defunct ready to wear line yeah as part of the uh the the print on the sleeve and that to me just felt totally off yeah that that is something you kind of do for like a collaboration like with Nike kind of put your initials on it um but the sort of like kind of marketing of him and putting him front in Center as like I guess uh almost as the the celebrity it just kind of I don't know if it reeks of desperation but it just feels like they're coming at it from the wrong angle I don't think they're going to make it like Monclair genius I don't think they're going to make it like uh Tom uh Tom Brown's got the blue line it just doesn't feel like it's gon to be anything but transactional and temporary which I think is doesn't serve the brand so you don't think in any sense because sometimes with these collaborations when as's a creative director even if they're designing capsu collections the brand will watch closely and see if there are any elements that they can like almost steal from those captal Collections and bring into like The Wider Market of the products that they make for The Wider Market um I think that could be the case if you had like a more vertically intergrated company but I think you know with a lot of these companies you'll just literally see a different Factory somewhere else in Italy that makes just that line right it just the time stream just never crosses because what they're uh asking for as a product is usually so Divo uh distanced from the uh kind of uh production lines of their main product that you know it doesn't really I think affect the same teams yeah and that's where I think like the issue is and where like it never feels like they get anywhere with like these collaboration um and for like Mass Market I'm not saying canic goose is mass Market they still have like a I think a an era of some degree of luxury they're outer wear they're you know Big Ticket items uh but once you to kind of go more mass Market it's really really hard to pull back from that and you you get of course like the most well-known Horror Story is Raph at uh at Calvin Klein who did such a good job and really made a big dent in the fashion Community people loved what he was doing but just I think it was executive teams who like were selling you know uh underwear and Macy's that did not see the point in like putting the hundreds of millions of dollars and renovating all these properties and and trying to uh appeal to something that they felt that they didn't uh have a halo effect from that the people who would buy the the ra line wouldn't touch uh the other collection it just wouldn't be necessarily the correct audience I still do think that those those things were overpriced too I think that was another issue to me I don't think necessarily overpricing a designer line is an issue like people who buy Polo don't necessarily uh g at the prices of Purple Label it it just isn't the same customer base um and to me like I think if it was just an an element of uh oh it's it's unaffordable it's unattainable um and that not being you know in line with uh I guess what people assumed Calvin Klein was from like the 90s as if they were like the gap or something um I don't think necessarily that that was the same audience right I think kind of things oh sorry I'll let you go no no say what you're going to say oh I was just going to say I think these kind of things even though wrath at Calvin Klein didn't work out long term I think it from a fashion perspective it was great for their image like I think it made us as a fashion crowd take Calvin Klein a hundred times more seriously and perhaps I guess maybe that's what Canada the goose are trying to do here I don't actually think even though when I first saw it I was a bit confused and like I think I sent sent it to a with like a bunch of question outside but I don't actually think it's stupid like I think like they might as well try it because it's very possible that they change our perception of Canada Goose which then will ultimately trickle down into the wider Market one way or another because whatever happens in fashion always finds a way to down like if the fashion crowd are into something whether it'll be worth the money or not is up for Up For Debate but I guess I'm struggling I think to identify the last time that that worked for like a company where it was kind of mass market and pivoted out of it um and to me like I think most of their success uh that I associate with like oh you know people talking about the brand and it's getting more engagement and social media channels outside of the fashion uh kind of crowd um was after actually they dropped raap and they did the M Mike Calvin's campaign where like they were bringing in all these celebrities and like doing you know you know the the Kardashian one and like ASAP Rocky and that like you know let's put Frank Ocean underwear out of the brand and that's how they want to engage with it yes Mike cvin that that campaign exactly um and uh and the I think engagement uh with Calvin Klein maybe reached the jeans line because I think they redesigned a word Mark for that uh with the all caps instead of like you know the lower case um but I I I don't see any of the DNA of uh rap's like vision of Americana like seeping in like okay I didn't mean DNA I just meant like I just meant General perception I just I feel like from that period onwards are the general perception of uh Calvin Klein was on an incline do you know Michael before R Simmons Calvin Klein you know what I used to see Calvin Klein is you know when I was younger yeah bu car clim boxes and then I'd like wear my shirt there's just cropped enough so you could see like to come through yeah just say that's like what I used to do when I was like 13 like we the box is way too high oh hell yeah I mean no he invented that though right he invented like the idea of designer underwear in the same way that like diesel lied designer reges like it was an innovation no I I no I feel you I feel you because I feel like okay maybe I'm reaching here it hit me out but I feel like even the pull they had to pull some of the people they pulled for my cloudin was because we as a fashion crowd had that slightly better perception of Calvin Klein that's why I feel like that's why they were able to suddenly then just pull a whole ASAT Rocky like they even had um even and this was at a time when like don't I mean ASAP Rocky's always been a fashion guy but I remember really clearly other rappers who he was close with at the time were even posting pictures at the time like mocking him a bit like oh come on mate like what are you doing why are you posting up in these boxes so I feel like um a lot of the I don't know I just feel like a lot of the reception of Calvin Klein has been on the up since Raph was there I remember even like last year or the year before they did that Palace collab so I feel like they're a lot more integrated into like different levels of fashion whether it's down to like street wear or into luxury and maybe Canada goose is looking to do that what I will say as well is at the end of the day even though we're calling Canada Goose more mass Market it doesn't change the fact that it's expensive Canada Goose isn't like something people just stroll in and just casually buy you don't wake up definitely it's definitely expensive I just think you know when because obviously haer ariman is associated with the fashion crowd and when you think of puffer jackets that are fashionable I don't think anyone thinks of kind of goose like when you think of fashion people when they want to buy a puffer jacket it's either Rick Owens or Tom Brown or like I don't know Monclair or Monclair genius it's always like those kind of Brands so you never really hear of kind of the goose in like the fashion space definitely more adjacent to like I guess uh upper class like lifestyle branding right of adjacent to like more uh North Face L lemon active or uh old weather stuff but just because it's associated with the high ticket item doesn't mean I think that uh there's any sort of fashion pull uh it but at least it being associated with a high ticket at least it being associated with as a high ticket item means that their current consumer base can afford whatever he decides to put out on any level whether they'll like it or not and go out and buy it that's a different question but at least will they know for certain they'll be able to afford it which is different from like yeah but like yeah yeah no no that that's a great comment hey I'm one of those people I actually own a Calvin Klein's jeans t-shirt I'm one of those people one you're not word Mark it's around the it's around here somewhere it's a word Mark T for Calvin Al do not claim it you do not hit on women other enough to be their children oh you do not definitely not one of the anks definitely not one of the onks i i to clarify I was saying that he's one of those people that owns the shirt not one of the African uncles that uh do [Laughter] the oh my what that was funny no it's it's an interesting uh undertaking for sure I'm curious to see how it plays out yeah it might be like parallel to what Ferrari is doing right where like they just may have a high ticket item and they can sell ready to wear next what what item do Ferrari are Ferrari has a ready to wear line um they have like stores in the line such you know you can buy like a flight uh bodysuit you can do all sorts of stuff Ferrari I feel like uh Puma are trying to Pivot into that lane Ferrari's in already with all these like undertak they've been doing recently and like the big shows and stuff yeah like they've they've invested heavily in like the Rihanna stuff again this YouTube channel runs on your support if you want to support the channel you can 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