Canadian reinvents the down-jacket and focuses on design, colors and new volumes, with a strong push on sustainability.
Sustainability is the focal point of a path undertaken a few seasons ago, which had its consecration at the last edition of Milano Moda Donna, through a digital event dedicated to the capsule curated by the designer Mauro Taliani.
New bets, including the debut of the summer collection and the landing in new markets
The turning point came three years ago, when the brand owned by Artcrafts International of Florence, also present on the Pitti Connect platform, was mainly known for its proposal of men’s and women’s parkas and down jackets.
With the advice of Mauro Taliani, an outerwear specialist with active collaborations with brands such as Hugo Boss, Calvin Klein, Valentino, Missoni and Trussardi to name a few, an unprecedented proposal was launched, based on the reinterpretation of the codes of the down jacket, which has open to the label new market segments at an international level, in particular those more attentive to the fashion side of outerwear.
Canadian presented three fashion movies screened during a digital event at Milan Fashion Week. Three videos for as many visions of the down-jacket, passing from egg-shaped amplitudes of coocooning proposals to experimenting with colors, up to a night vision, played on reflective materials and colors.
Attention to sustainability
Each of the experiments on the new down-jackets is conducted in parallel to a research that has as its point of arrival the zero impact on the environment thanks to a growing selection of models is now produced with materials (including those of accessories, hinges and interiors ) entirely from the recovery of plastic bottles.
Launched more than 20 years ago by Simone Ponziani, CEO of Artcrafts International, Canadian looks to the future with new challenges, despite the difficult times.
Work is underway to expand the Milan showroom, located in via Archimede, which will double the surface area, while with the Fall-Winter 2021 collection, two new markets have been opened, the United States and Benelux, in addition to Germany and Austria. , Spain and Russia. Countries that account for 40% of Canadian turnover.
Distributed through independent high-end and medium-high-end multi-brands, as well as in the main department stores, the collection is also sold online, a channel that is worth 10% of Canadian turnover, with Italy, Spain, Dach and UK in pole position.
Focused on outerwear and winter accessories such as hats, gloves and scarves, the brand makes a foray into the summer world for the first time, thanks to a collection available to consumers exclusively on canadianclassics.it from spring.