The sartorial equivalent of a warm hug on a freezing cold day, the brand has become a byword for warmth, comfort and endurance dating back 60 years.

This month, the prestigious outfitter opens its first European standalone boutique in Mayfair, positioned on an imposing corner of Regent Street. Spanning 5,000 sq ft, the two-storey flagship houses all of Canada Goose’s collections, from crisp, padded parka jackets and fluffy, fur-trimmed bombers to exclusive, speciality coats and limited-edition collaborations with the likes of Vetements, Marc Jacobs and Opening Ceremony.

Key pieces include the full-length Mystique Parka, currently exclusive to London and defined by an elaborate quilted design that is wonderfully warm without being bulky. Then there is the iconic PBI Expedition Parka – a robust marshmallow of a coat that comes in a myriad of vibrant colours. There are also sophisticated, lightweight jackets, gilets and an arsenal of accessories, plus a sumptuous new knitwear collection.

Here you will find the revered Snow Mantra parka, regarded as the warmest coat on earth

The marble-clad boutique, reminiscent at points of a glistening, giant glacier, also offers a visual history of the brand’s illustrious past. Sam Tick founded Canada Goose in 1957 as a purveyor of heavy-duty outerwear for Canadian workers, specialising in woollen vests and snowmobile suits, before transitioning to down-filled jackets in the early 1970s.

Over the last decade, the brand has firmly secured its reputation not only for practical outerwear but as a notable player in fashion, as likely to be worn in Hollywood as by intrepid explorers. Rihanna was photographed earlier this year wrapped up in the capacious Canada Goose X Vetements coat, while in 2016, Canada Goose made a cameo appearance on the Marcs Jacobs runway.

Sponsorship of cold weather film festivals in Toronto and Berlin has ensured that celebrities are regularly sighted snuggled up in C.G. outerwear, recognisable by the signature ‘Arctic Program’ logo stamped on the arm of every coat.

The new flagship follows the opening of standalone stores in Toronto and New York last year and marks an exciting new chapter for the Canadian brand in Europe. Let the wild goose chase begin…