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The hot trend for cold weather: Canada Goose coats are suddenly hip

This winter, Canada Goose jackets have become the hottest trend — it only took 57 years to get there.
/ Source: TODAY

Talk about a perfect storm! Between notable celebrity endorsements and extremely frigid temperatures in the Northeast this year, Canada Goose jackets have become the hottest trend this winter — it only took 57 years to get there.

Canada Goose, a brand born from expedition and adventure, has gone gone from mountain climbers to movie stars like Emma Stone and Jimmy Fallon. This year alone, the company's global revenues are projected to hit $200 million. So how did they do it? It's not the low price point, as parkas can range from $445 to $1,195. Dani Reiss, the CEO and president of the company, credits the success to the functionality of the coats.

Canada Goose CEO Dani Reiss.TODAY

"It comes back to the fact that our jackets work better than any other jackets in the world," Reiss said.

And the Toronto-based company prides itself on knowing the cold. As their website proudly proclaims: "Cold weather is part of our national identity, and there are no better judges of the quality of our products than those for whom they are designed — and by whom they were inspired."

Al went north to Canada Goose territory to see their factory and how they make those incredibly warm coats.TODAY

That's why the brand is proud to say they outfit the Division of Polar Research at the American National Science Foundation and call Antarctica their perfect laboratory.

"Our brand was built in the Canadian high arctic. From there, it went to all the other coldest places on earth," Reiss said.

The Snow Mantra is said to be the warmest jacket in the world.

Arguably their most famous style, the Snow Mantra parka is said to be the warmest jacket in the world and able to withstand temperatures of minus 90.

But if your daily needs are more about commuting to the office than hiking Mount Everest, there are 74 styles in 20 colors to choose from. The one thing they all have in common is that recognizable red patch.