TAKE A GANDER: With a nod to the popularity of its outerwear among filmmakers, Canada Goose opened its first pop-up shop during the 2016 Sundance Film Festival, which starts today and runs through the end of the month.

The 1,100-square-foot Canada Goose Pop-up Shop is located at 577 Main Street in Park City, Utah. The company is a presenting sponsor of the film festival. The shop is spotlighting women’s, men’s and children’s products from its fall collection. The company is also featuring “special merchandise” that includes its Canada Goose x Pendleton accessories collaboration, “which features a down-filled blanket and scarf, fur-lined hooded scarf and wool cap.”

The pop-up shop has a timely arrival as the temperature in Park City is 36 degrees, but the forecast calls for temperatures to drop into the 20s over the next week. The company reiterated that its jackets have been popular with filmmakers on location for at least 20 years. But the signature look is also popular with fashion-forward consumers in New York, Chicago and Toronto, among other places.

“In both cases, it’s because they work and because they are the real thing,” Dani Reiss, president and chief executive officer of Canada Goose, told WWD. “Crews and talent love them because nothing else keeps them as warm on long overnight shoots or on film sets that are in cold environments. The same goes for consumers — we hear from people often that after they try on their first Canada Goose jacket, it’s the first time they’ve truly felt warm in the winter.”

“Of course, we think about design and style to make sure people look great in our jackets — to the point that people consider us a fashion brand — but it’s always about function first,” Reiss added. “People want to own products with meaning and history and to stand for something — not just a fabricated story — and timeless never goes out of style.”

The pop-up shop, which is open daily from 10 a.m. to 7 p.m., offers “concierge-level service,” which includes personalized fittings as well as style advice and free delivery to their home or hotel anywhere in Park City, the company said.

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