When Dani Reiss took over his grandfather’s small outerwear company at the age of 27, it was toiling away in private label obscurity. Today, it’s a $5 billion luxury 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.” With Dani’s father at the helm, the company started selling gear under its own Snow Goose brand, but the bulk of its revenue came from making coats for catalog retailers like L.L. Bean, Eddie Bauer and Lands' End. The coats were warm but had a boxy, utilitarian appearance, and young Dani refused to wear them.
After immigrating from Poland, Sam Tick started Metro Sportswear in Toronto and began making wool vests, raincoats and snowsuits.Their devotion to his coats gave Reiss an idea. It was the late 1990s and there was a rapid rise of brands like Dr. Martens and Juicy Couture, otherwise-ordinary items that had developed cult followings willing to pay premium prices.
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