Canada Goose coats have been standard issue for US Antarctic Program researchers and for film crews in nippy locations for decades. In recent years, the jackets migrated to the US, where they are favored by everyone from bankers to babies.
Indeed, US sales last year soared 30 percent over 2013 to top $50 million, Reiss says.
"I was really, really resistant to getting one because I don't want to wear what everyone is wearing," says von Mueffling, who lives on the Upper East Side. But after one too many bone chilling dog walks in the park, she caved and hasn't looked back. "It's life changing."
Canada Goose is part of the booming "premium down" category, along with its main competitor, Moncler, and a handful of outdoor brands like the North Face and Patagonia.
"I haven't taken it off since I got it," says Dini von Mueffling, a 40 something founding partner of HvM Communications and co founder of the nonprofit Love Heals. "The styling is so right for New York. It's understated, there's only one logo. And what it says is, 'I want to be warm and I want to look good.'"
Rosow's 18 year old brother, Gabriel, also rocks a Goose, as do gaggles of their UNIS classmates.
Now the jackets are roosting on every street corner. "We're built to be used in the harshest climates, but we've also transcended into the fashion world."
Emperor penguins in Antarctica check out the cozy Canada Goose outerwear on Italian biologists in 2007.
Canada Goose's US sales have been on the upswing for the past 15 years, but they have spiked in the last three years or so, according to Dani Reiss, president and CEO of Canada Goose and the grandson of its founder, Sam Tick.
Von Mueffling originally bought a $595 "Constable" Canada Goose two years ago for her husband, Ted Sann, a retired BBDO ad agency exec, but held off on making a purchase for herself until this season.
But the label is so ubiquitous that many trendsetters feel the Goose as with Uggs, another former winter "must have" is finally cooked.
Founded in Toronto in 1957 under the name Metro Sportswear Ltd., by the 1970s the company had made its name producing private label down parkas for Canadian park rangers, police officers and workers in the Canadian high Arctic. In 2000 the name was changed to Canada Goose, and in December 2013 the company sold a majority stake to private investment firm Bain Capital.
Because emblazoned on his sleeve is the only status symbol for freezing fashionistas: A red, white and blue circle marking the brand Canada Goose.
Bob Gilman, COO of Paragon Sports, the company's primary dealer in New York, added that Canada Goose is a "great seller."
"The trend of these parkas continues to gain in momentum," says Colleen Sherin, senior fashion director at Saks Fifth Avenue. "Canada Goose is an important brand for us. It's quality, it's an investment piece, and it's practical."
The craze picked up steam when Kate Upton went "polar bare" on the cover of the 2013 Sports Illustrated swimsuit issue, ditching her bikini top for a white Canada Goose bomber jacket, worn open over string bikini bottoms. Her glam squad also sported Canada Goose parkas during the six day shoot in Antarctica but the lucky team was permitted clothes.
This fatigue was felt particularly keenly this week at Sundance, where Canada Goose is among the sponsors of the indie film extravaganza/freebie fest for the third year running. The company has even set up a gifting suite where $550 limited edition black "Hybridge Lite Hoody" jackets are being handed out for free to directors.
Who cares if the jackets range in price from $445 to $1,195?
Emma Stone and Andrew Garfield (left) and Bradley Cooper (top right) are all crazy for Canada Goose cozy down coats, Canada Goose Discount Solaris Parka Singapore which range in price from $445 to $1,195. "All I have to wear under it is a short sleeved T shirt."
Daniel Craig stands proudly on a snow covered mountaintop, braving the cold in jeans, hiking boots and a $495 cobalt blue puffer jacket. This Bond needs no gadgets or high performance skis here.
1000 parka that quietly took over Hollywood fashion
Ben Rosow, a 15 year old sophomore at the United Nations International School, says he hasn't shivered in 18 months ever since his father bought him an $845 "Citadel" parka.
Made with a water resistant shell and coyote trimmed hood, and filled with coveted Canadian down, the coat is cozy, while lending the owner the air of a badass Arctic adventurer.
If you live in New York and you haven't had your head in the snow for the past year, you'll know the label. Where in the past, a simple black sleeping bag coat was considered enough to protect stylish city folk from the chill, a status parka beloved by celebrities Jimmy Fallon, Emma Stone and Bradley Cooper, among others is now the only way to bundle up.