Italians do not joke when it comes to style, and Goosetech is all about serious winter style

Forget what you know about cold-weather puffer jackets. Enough with black, gray, and navy. This year, there are new names to consider, and more colorful, exuberant ways to express yourself, even in the coldest of climates.

Goosetech is a new label out of Milan that makes seriously fun outerwear for women and men. We reached the line’s designer and creative head Franklin Benjamin Elman to discuss modern winter style, how Goosetech is different, and why Made in Italy is still the best

“The silhouettes are modern classics that function synergistically with our explosive colors, the perfect antidote to ‘COVID fatigue.'”

Q: Hi! Would you first tell us a bit about your background?

A: I reside between Canada and Europe, shuttling frequently to Milan, Paris, and London. I’m native to Montréal and a graduate of the Rhode Island School of Design. Shortly after graduation, I relocated to Europe where I acquired a strong formation in fashion and accessory design and founded a notable collection of luxury footwear under the label ‘Elman’.

Over the past 18 years, I’ve worked as a Design Director and Creative Consultant for a series of design houses including Dior, Costume National, Jil Sander, Rick Owens, and Dsquared2. My work has been featured in American Vogue, Vogue Italia, Vogue Paris, W, Harper’s Bazaar, Vanity Fair, and Elle, among others. My designs have been worn by some of the worlds most stylish and iconic women, including Kate Moss, Winona Ryder, Sarah Jessica Parker, and Giovanna Battaglia heron preston on italist

goosetech italist fall winter 2020 luxury puffer jackets
goosetech italist fall winter 2020 luxury puffer jackets

Q: How is Goosetech different from other piumini, a.k.a. puffer jackets? How would you compare Goosetech jackets to others from say, Moncler, Canada Goose, etc.?

A: Goosetech down puffers share the same excellence in terms of quality of materials and manufacturing, however Goosetech brings a “youth-quake” of excitement and energy that is unique to the brand.

Goosetech is a creative and unique Italian outerwear brand that combines innovative technology with eye-catching design. From our distinct transparent puffers to our minimalist lines and creative color ranges, there is nothing like our collections in the marketplace.

“…most of our puffers have inside shoulder straps so that the garment can also be worn like a backpack to prevent overheating when indoors or when there is a sudden change in temperature.”

Q: Tell us about the patented transparent polyurethane (with colored feathers underneath, showing through). How did you get that idea?

A: It’s hard to say exactly when inspiration struck. I wanted to develop an innovative technique to reveal unexpected colored feathers below the surface of down garments. I was drawn to the idea of a transparent shell that would create an ever-evolving ‘moving pattern’, revealing a mix of colored down and feathers.

This is one of the codes that characterize the unique innovation of this brand.

goose tech italist fall winter 2020 luxury puffer jackets

Q: What makes Goosetech garments special? Are there other details that are unique to the brand?

A: Goosetech women’s and men’s collections offer young and sophisticated silhouettes, strong colors, bold prints and unexpected details.

Unusual fabrications are technical and innovative, including reflective polyester, recycled nylon and our unique patented formula of transparent polyurethane that reveals unexpected colored feathers below the translucent surface of the garments.

Every garment has a series of internal pockets designed to carry every sort of item and most of our puffers have inside shoulder straps so that the garment can also be worn like a backpack to prevent overheating when indoors or when there is a sudden change in temperature.

Q: What’s the story you’re trying to tell with the FW20 collection?

A: The Fall-Winter 2020 collection is a vibrant and captivating new chapter in Goosetech’s luxury outerwear story. Reflecting the modern ethos of the brand, tech down jackets and unisex styles are meant to be worn and integrated with the wearer’s individual personality and cultural interpretation.

The silhouettes are modern classics that function synergistically with our explosive colors, the perfect antidote to “Covid fatigue.”

goose tech italist fall winter 2020 luxury puffer jackets

Q: What makes Italy uniquely capable to make the best puffer jackets? What’s the importance of Italian craftsmanship to Goosetech?

A: There are many reasons that the quality of Made in Italy is so legendary. No other country has greater know-how and excellence when it comes to the craftsmanship of luxury goods. It’s in the DNA of the culture, inherited from Italy’s famed renaissance artists, architects and craftsmen, preserved and handed down through the generations.

A strong sense of craftsmanship drives the ongoing development of new materials and details. Made with the luxurious workmanship that comes with tradition, all Goosetech products are exclusively Made in Italy.

Q: What’s your favorite aspect of Italian style? What’s the stylistic essence of Goosetech?

A: I would argue that Italians are genetically advantaged when it comes to attractiveness. My favorite aspect of Italian style is the way that Italian women and men use their style to enhance their appearance and allure. They inherently know how clothes should fit, how to combine tones, textures and colours.

They also take their suntans very seriously and then use the tan as an accessory. For example socks are shorn so that white tennis shoes make the ankle look even more tan, Italians with light eyes will tan their faces to create greater contrast between their olive complexions and blue or green eyes. Women will wear green or turquoise stone necklaces to bring out the color of their eyes and men will do the same with faux-hippy style bracelets and light blue shirts.

The stylistic essence of Goosetech is a cocktail that mixes varying sources of inspiration from the worlds of music, art, and pop culture, unifying the tradition of excellence in Italian design and manufacture with our company mission for innovation.

goosetech italist fall winter 2020 luxury puffer jackets

Q: What does the future look like for Goosetech? What’s the roadmap?

The early 2020 COVID-19 outbreak has definitively altered the way that brands are working. Business strategies will be conducted according to this new playbook going forward well into the foreseeable future.

We aim to develop new markets for Goosetech collections, including North America and Northern Europe, where we presently have limited retail exposure but where the brand has generated huge interest.

With the Fall-Winter 2020 collection, we have elevated the quality of our products to an even higher level and have also introduced some more accessible price points.

Q: You’re based in Milan, and I lived there for a few years during school, so I know the city’s style well. How is winter style different in Milan vs. other cities? Does the proximity to skiing/snow influence winter style in the city?

A: I am no longer based full-time in Milan, however I am often there for myriad reasons both professional and social. As a Canadian accustomed to minus 25° winter temperatures, I like to refer to the Milanese winter as ‘Fashion Winter’—just cold enough to show-off beautifully tailored coats, suits, sweaters, scarves and leather shoes.

Naturally, ski weekends in Zermatt or Cortina require a separate wardrobe entirely.

Italians do not joke when it comes to style, they are on it 24/7.

goosetech italist fall winter 2020 luxury puffer jackets

Q: As an insider, what are your favorite spots in Milan to eat, take aperitivo, and shop? Favorite bars? Best historical/touristic spots to see? Are there any places you would suggest our readers not miss if they visit?

A: Some sights that are not to be missed around Milan: Isola Bella on Lago Maggiore and The Villa Necchi Campiglio.

For Aperitivo: Fioraio Bianchi, The Botanical Club, and Deus Café on Thaon de Revel.

Restaurants: Nuova Arena, Antica Trattoria della Pesa, Stravagario Bistrot, GAM Korean Bistrot, and Mandarin 2.

For Art: Gallerie D’Italia, Palazzo Reale, and Fondazione Prada.

To Shop: I love to go to the historical 1913 Prada shop in the Galleria Vittorio Emanuele and the Nº21 flagship store on Via Santo Spirito.

goose tech italist fall winter 2020 luxury puffer jackets

Discover the exciting Goosetech collections for women and men. Thanks again to Franklin Benjamin Elman for speaking with us and sharing his vision for the brand.

shop heron preston on italistDiscover more designer names to know: MC2 Saint Barth, Mr&Mrs Italy, and Marine Serre, as well as a bit about how italist is a platform for discovery~!

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About the Author

Alex English is the Head of Content Marketing at, building on a lifelong passion for fashion and luxury. After publishing a lifestyle blog for nearly ten years and obtaining an MBA in Milan at SDA Bocconi, one of Europe’s top business schools, he joined the italist team in 2019. His work since then has focused on upper-funnel messaging, brand storytelling, establishing italist as a thought leader in the space, and enriching the customer experience on the platform. Find him on LinkedIn.