16. Canada Goose
Last year’s ranking: 10 (▼ 6)
The path from technical apparel to high fashion is perilous (just ask Belstaff, whose runway obsession nearly cost them their street cred before they found their way back to real motorcycle gear). Canada Goose may be facing some heavy weather on that path these days. Acquired by Bain Capital in 2013, the company set off in search of growth. Its product line began drifting away from arctic survival and self-consciously towards the status of its label. In fashion, there is no more reliable recipe for sharkjumping. This year’s drop of six spots on our ranking might be a warning.