I sat down with Cougar VP of Marketing Jackie Charest for an exclusive interview on this iconic brand and how it’s just as covetable now as it was way back when.
Whenever I think of Cougar, the Pillow Boot comes to mind, but Cougar really is so much more.
I know! I grew up with the Pillow Boot and that was my connection too. But when I joined the brand last year, I quickly learned how much more there is and what goes into creating the entire collection.
The iconic original Pillow Boot in classic tan (oh how I coveted this!) and new additions of red and black.
I have to say, I was really surprised by the offering – there are so many cool styles.
The designs are really thoughtful and go through rounds and rounds of sampling, testing and scrutiny. Steve Sedlbauer, our President, is highly creative and leads the design team. Each person on the team is an expert in their own area, whether it’s technical aspects, patterns, fabrications – it’s been such an eye-opening experience sitting through numerous levels of product development and styling meetings and seeing how the team work together to make every detail count. It really is a forward-looking line, yet it always draws on its heritage and roots.
This is the super-cool suede Vivian boot in “wine.” I rate them for many reasons, not least because it’s not easy to find winter boots in beautiful colours.
That’s a great combo.
Yes, everything that made Cougar Pillow Boots practical is still there and, you know how coveted they were, well, the line still channels that today. It’s super fashionable and on-trend.
That practicality got me too – they’re so warm. I hate having cold toes!
The entire fall/winter line is waterproof and keeps feet warm even on the coldest days (each one is temperature rated). I’ve never worn a more comfortable boot and, as you know, I’ve worn a ton! All of them are temperature-rated and the Pillow Boot, one of our warmest, goes to -30C/-22F.
I may be cold but my feet aren’t. The Vanora Boot was my go-to for a weekend at The Birchwood in Haliburton, where it dipped to minus 27! They have great grip on the ice and snow and I chose the “Hazel” shade for its boho, Aspen vibe.
The boots I knew about, but had no idea about the sandals.
We’re a four-season business with a full spring/summer collection. It’s one of those best-kept secrets and shouldn’t be. There are days I want to shout from the rooftops letting everyone know! It’s interesting how the winter boots and the iconic Pillow Boot itself are a source of inspiration for the design team. If you look at our Prato, Perth, Honey and Lupin Sandals, you’ll notice the stitched band across the front of each was inspired by the Pillow Boot. I also swear by the Bloom Sneaker – the shell colour is perfect!
How cute is this Pippy sandal? Note the fun, cushiony straps inspired by the Pillow Boot.
And it, like many of the styles, is influenced by Influencers themselves.
We work with many Influencers and have built some great relationships. Given that consumers are online all the time getting up-to-the-minute information on trends and fashion direction it was a natural development for us. On our blog and social channels, you’ll see stories we’ve worked on that highlight our boots in everyday settings. We find it really helps our customers visualize what a style looks like on. We’ve had great positive feedback on this.
Photographer and style blogger extraordinaire Karolina Jez sporting her Vanoras.
Photo @karolinajez
I like that so much better than just a staged model shot – it really is helpful. Travel is also a big inspiration.
Travel is huge! Our President is on the go and travels constantly to see what’s happening both in retail and on the streets around the world. One of his favourite trips every January is to the Swiss Alps. He finds lots of inspiration here, hitting the ski resort towns and seeing what stylish people are wearing on the streets, slopes and après ski. It’s where our Verbier Collection was born, and we named the sole after this ab-fab ski town. You’ll see Verbier soles on styles like Vanora, Pronya, Vivian and Vail. It’s a thick cushiony sole made with a serious tread and anti-slip rubber. It’s my personal fave in terms of comfort and, bonus, gives you a little height!
Closer to home, I truly love that it’s a family run, Canadian business.
There are three generations at Cougar and I love being able to work directly with the owners – it allows the ability to fast track certain things, get insight quickly and hear it from the “top.”
Your favourite pair?
I can’t pick one, I can’t! From my first fall season with the brand I bought three pairs of Bloom Sneakers (in black, shell and bloom) and my go-to black Vanora Boots – they work with everything. If I feel like a little heel, the Dylan and Penelope Wedges are like walking on air. Great for those who aren’t good in a high heel (like me!).
The Penelope Wedge in “mushroom.”
Favourite colour offering?
I feel like Cougar has really nailed the sophisticated neutral palette. The sandals in pale shades of sand, fossil and sage are so bang-on. I’m a sucker for a good nude colour! For summer brights, any of the sandals in rose, coral or lake blue. I also love the Vivian Boot in indigo from our limited-edition capsule line.
The Bloom Sneaker.
Best feedback to date?
I’m active on social and when I post a new boot I’m wearing my fashion friends reach out immediately to ask me for the link to buy them. I was at the grocery store with my husband the other day and he said to me, “Did you see that lady? She was checking out your boots!” I laughed! People have stopped me on the street to tell me they love my boots – that’s the best feedback you can get.
The Penelope Wedge in “chestnut.”
I know there are some top-secret things in the works, can you give us any idea on what’s coming up?
There’s a new Pillow Boot Collection for fall – think contemporary colours, fabrications, silhouettes and hardware. We’re working to incorporate smart choices with the environment in mind, like using insulation from PrimaLoft®, that’s made from post-consumer recycled material which feels softer and keeps you warmer and drier. We’ll have reusable bags, made from recycled material, as our new inner packaging. Faux fur feels fresh now and our design team have made the most luxurious selections. Plus, we’ve designed new nylon feel-good boot styles made from recycled plastic bottles. I’m also working on Cougar’s first design collaboration which will be in market for Spring ’21. It bridges the world of interior design, bringing fashion and art together in an unexpected way. That’s all I can say on that one for now! You’ll need to watch and see…
