Canada Goose Joins Ewan McGregor for TRUE WIND, Bringing Luxury Performance to the Atlantic
Canada Goose is carrying its heritage of exploration onto the open ocean through TRUE WIND, an ambitious transatlantic sailing expedition starring Ewan McGregor and his childhood friend Eric Strickland.
As Official Protective Gear Partner, the Canadian performance brand is equipping the crew for a journey across thousands of miles of Atlantic waters, weaving together technical craftsmanship, adventure and storytelling in a project that speaks to an evolving vision of luxury for The 1%.
Directed by David Alexanian, TRUE WIND follows McGregor and Strickland as they undertake an unsupported sailing journey from Scotland toward Brazil. The expedition brings together friendship, endurance and a genuine desire for discovery, placing the two travellers within an environment shaped by wind, water and ever-changing conditions. Produced in partnership with Elixir Films and Lief Entertainment Company, the documentary series will capture the voyage while exploring the human experience behind a transatlantic adventure.
Canada Goose Takes Its Exploration Heritage to Sea
Canada Goose has built its identity around clothing created for the most demanding environments, and TRUE WIND introduces that philosophy to the Atlantic Ocean. The brand has developed an integrated protective gear system for McGregor, Strickland and their crew, with the Sea Mantra at the very centre of the expedition. Developed over six years specifically for extreme wet weather environments, the piece embodies the technical approach that Canada Goose brings to the project.
For Canada Goose, the partnership translates decades of experience in cold, wind and rain into a maritime setting. Carrie Baker, President, Brand and Commercial at Canada Goose, describes protection as a means of giving people the freedom to travel further — a philosophy that feels especially resonant when the destination is reached through self-reliance, physical endurance and direct engagement with nature.
The project also places performance clothing within a wider luxury conversation. For The 1%, luxury increasingly encompasses access to meaningful environments, specialist equipment, craftsmanship and experiences capable of creating lasting personal memories. TRUE WIND draws these qualities together through an expedition where the Atlantic itself becomes the setting.
Ewan McGregor Returns to the Spirit of Adventure
Ewan McGregor has cultivated a relationship with adventure through journeys that reach far beyond his work in cinema, and TRUE WIND introduces sailing into that story. The actor describes the idea of crossing a vast ocean aboard a small boat as an opportunity to experience a profound form of adventure, with the crew relying on preparation, friendship and their ability to respond to the conditions around them.
McGregor and Strickland are childhood friends, adding a deeply personal dimension to the voyage. Their journey unites the immense scale of the Atlantic with the intimacy of a shared experience between two people whose relationship stretches back many years. Canada Goose becomes part of that narrative through equipment designed to support the crew throughout the crossing.
The expedition began from Oban in Scotland, with Brazil serving as the destination for the transatlantic voyage. Canada Goose describes the partnership as the opening chapter of a wider story, with further product and programming details planned around the expedition.
Experiential Luxury and the World of The 1%
TRUE WIND arrives at a moment when the global Ultra High Net Worth population represents an influential audience for experiential luxury. According to Altrata’s World Ultra Wealth Report 2025, 510,810 Ultra High Net Worth Individuals worldwide possess fortunes exceeding US$30 million. Together, this community holds approximately US$59.8 trillion in wealth, representing 32.4 percent of the wealth held by the global High Net Worth population.
The same research shows that Ultra High Net Worth Individuals account for around 1 percent of the world’s millionaire population while holding approximately 32 percent of its collective wealth. For luxury brands, this audience represents a community whose interests extend across fashion, travel, yachts, gastronomy, private aviation, art and truly exceptional experiences.
Adventure enters this ecosystem naturally. Private expeditions, ocean journeys and encounters with remote environments offer the sense of discovery that resonates with individuals who value personal enrichment alongside exceptional products. Canada Goose is positioning its technical clothing within this experiential landscape by demonstrating its purpose through a real journey across the Atlantic.
The caliber rests beneath a closed steel caseback, preserving the uninterrupted sculptural line of the design. A sapphire crystal with an antireflective coating shields the dial, and water resistance reaches 30 meters.
A New Expression of Luxury Performance
The collaboration also illustrates how luxury fashion can communicate craftsmanship through experience. TRUE WIND places Canada Goose products directly within the conditions for which they were conceived, allowing performance, engineering and design to reveal themselves through the expedition itself.
For The 1%, this approach creates a relationship between product and purpose. A technical garment becomes part of a journey, while the journey becomes a platform for storytelling around exploration, resilience and craftsmanship. The Atlantic provides the environment, TRUE WIND captures the experience and Canada Goose supplies the protective system that accompanies the crew throughout the voyage.
As McGregor and Strickland make their way toward Brazil, TRUE WIND stands as an expression of contemporary adventure shaped by friendship, preparation and curiosity. For Canada Goose, the expedition expands its world from land to sea while preserving the principles that have defined the brand for decades. For The 1%, it presents luxury through another lens — one where exceptional design accompanies the freedom to explore some of the world’s most extraordinary environments.
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The Estée Lauder Companies is deepening one of the beauty world’s most enduring philanthropic commitments, pledging $15 million in new funding for breast cancer research while marking another milestone in its relationship with UK charity Future Dreams. The announcement speaks to a wider truth: the finest beauty houses and luxury fashion brands increasingly weave global influence together with philanthropy, research, and lasting social purpose.
The commitment arrives alongside the fifth anniversary of Estée Lauder Companies’ support for Future Dreams, an occasion that brought beauty, entertainment, and generosity together beneath the gilded ceilings of London’s Savoy Hotel. For the 1%, whose reach now extends across investment, collecting, and charitable giving, initiatives of this scale reveal how luxury ecosystems can mobilize capital, visibility, and relationships around causes of true international significance.
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