Canada Goose: Live in the Open
By Silvia Galliani
Canada Goose, the Canadian outdoor brand founded in 1957, arrives in Milan with its first store in Italy and second in Europe after London. In via della Spiga 10 it will be possible to test the brand’s jackets in all extreme weather conditions and up to -25 degrees thanks to a special “cold room”.
Furthermore, on the occasion of the event, it will be presented “Live in the Open”, a global campaign that documents the relationship between people and their community and tells the stories of Alice Pasquini, Jiayi Zhao and Jordin Tootoo. Three pioneers beyond the borders who are bravely opening new roads, motivated to give their work in return to the people and places that inspired them. Behind the campaign, there’s the director Janssen Powers, selected for this year’s Cannes Film Festival for two documentaries, and the photographer Diana Markosian, who has worked for National Geographic, The New Yorker and New York Times.
Our journey starts right from Italy with Alice Pasquini, a local street artist but known all over the world, who tells about her people, the Italians, and their moments of daily life through her works. Her graffiti are ‘gifts to the community’, made in almost forgotten corners hidden by the surrounding architecture, whose purpose is to redevelop neighborhoods and help small towns and communities to come back to life.
From Italy we move to the Norwegian Arctic with Jiayi Zhao, a Polar expedition guide born in Beijing. Always a tireless traveler, Jiayi has felt the deep call of nature and the strong connection with the external environment in the Redwood forest, near San Francisco, California, and in a short time has become one of the most requested guides for expeditions to the Poles.
We now reach our final destination, Northern Canada, where Jordin Tootoo, the first NHL Inuk Ice Hockey player, activist, and now Goose Person, pays tribute to the beautiful and wild land of Nunavut. After his professional career, Jordin spent his time talking to indigenous communities, addressing sensitive social issues and bringing his personal story as an example.