Woodpecker weighs in with cruelty-free winter parkas
Parkas don’t need to have fur. It’s an idea that designer Will Poho is passionate about.
Building off the idea of offering fur- and down feather-free outerwear that’s fit for Canadian winters, Poole created his latest clothing venture, Woodpecker Coats (he was a co-founder of the popular brand Moose Knuckles). The collection’s designs feature bio based Sustans fibre as insulation, which is billed as being lightweight, breathable and primarily plant-based.
We caught up with Poho to learn more.
Q For those who aren’t familiar, what is Woodpecker?
A Woodpecker is a high-end parka brand that updates time-honoured Canadian parkas with an ethical, cruelty-free — vegan — twist.
Q Is there a story behind the name?
A The woodpecker is a mischievous bird; therefore, Woodpecker is a satirical brand with a good-hearted, mischievous character, much like the bird it’s named after. Who wants a rainbow with only one colour? Woodpecker believes that diversity is what makes the world such a magical place. It takes every size, shape, colour and gender to make this planet what it is. Whoever you are, whatever you identify to be, Woodpecker welcomes you with open wings and open paws.
Q What makes it unique?
A High-end parkas have needed fur to make them look luxurious. Do away with the fur and the designer must compensate with other features to achieve the same appreciation. In the case of Woodpecker, the fabric is iridescent and was developed to look like it’s wet; it changes colour with the light much like a seal pup that has just emerged from the depths of the ocean — of course without harming a seal pup.
There is no logo on the arm shoulder, instead there is a series of Canadian animals crafted out of metal. One normally looks for a logo to determine if the coat is branded by a high-end company; instead, I decided to put a luxe piece of jewelry in that location. Woodpecker lets you define yourself with different animals as markers.
Q Who is your target customer? A Everyone who dresses to impress. We have a kids’ line next year, and as a wholesome family friendly company, the only limits to our target market is sense of style, quality in choice of garment, and a sense of humour.
Q Woodpecker designs are billed as being vegan and cruelty free. What more can you share about this?
A Finally there is an alternative to the performance of down/ feathers and fur with modern technology and innovation. If you can get better performance out of a synthetic product, there is no need to cause pain and suffering to animals. Cruelty free outerwear is like the electric car of the automobile industry. Once you experience it you become a believer.
Q Lastly, where can people check them out?
A Woodpecker coats can be purchased at Hudson’s Bay and woodpeckercoats.com.