Well, this is awkward. Outspoken anti-fur activists PETA have pledged to buy up stock in fur-lined coat purveyor Canada Goose on Thursday when the brand goes public for the first time.
According to Yahoo! Style, the group is seeking to purchase about $4,000 worth of stock in the company so that, according to a spokesperson, “we can attend and speak at the company’s annual meetings and submit shareholder resolutions asking for policy changes.” Wouldn’t you love to be a fly on the wall for the first meeting where the PETA activist attempts to lobby execs to remove the fur lining from coats that literally have no reason to be $900 other than said fur lining? Just kidding, I actually wouldn’t, because situations like that have a way of making me very uncomfortable.
A Google search tells me that Canada Goose has been convincing people to drop mad coin on totally basic looking coats and stuff since 1957 if you can believe it. However, the brand didn’t really come into mainstream consciousness until it went international in 2010 and convinced various celebrities to appear about town in its wares. But the real pièce de résistance came in 2013 when Kate Upton was shown on the cover of Sports Illustrated in nothing but a bikini bottom and one of the brand’s signature parkas.
PETA, of course, has been after Canada Goose for some time — producing disturbing fact sheets and videos, staging protests outside their Toronto headquarters, and now, buying up their stock in ordero to attend meetings and remind fellow shareholders what it is they’re supporting. The so-called “shareholder activism” technique has worked for the group in the past with larger companies like Prada, Hermes, Lululemon, and LVMH, so who knows? Maybe next winter we’ll all be sporting faux fur in our (still probably overpriced) parkas.