Will Poho, for one, has come up with a line of parkas called Moose Knuckles, drawing, he says, from authentic Canadian symbols: moose for the animal and knuckles for the spirit of a hockey fight, with the humour of the brand name also being quintessentially Canadian. Any allusion to another meaning of moose knuckles, which is not printable in this newspaper, is also funny -and makes the name memorable, Poho said.

Poho, who thought he might call the parkas Canadian Heritage, acknowledged his debt to Canada Goose. “They’ve laid a claim,” he said. “They’ve given authenticity to Canadian-made parkas. It’s a cold country, so Canadians must make good parkas. The world has bought into that.”

Read: “Canadian COOL”: Moose Knuckles on the Montreal Gazette