"However, it has another viral specialty that I wasn't aware of until this year. The Super Puff, Aritzia's puffer coat, seems to have a dedicated following. It's recognizable from the "S" logo printed on the hood, and I've been seeing it everywhere this winter - from the sidewalks of New York City to colleagues in my office to viral videos of people trying on an oversize version in stores."
"I took a deep breath and dove into the chaos of shoppers. After browsing among the throng of shoppers, I flagged down an associate with a simple question. "What's all this hype about?" I asked. She launched into her spiel about the weather-resistant, goose-down-filled, and reliable coats. They come in a variety of styles, which Aritzia expanded this year. The SuperSnug, which I spotted in the store, cinches at the waist."
A visit to Aritzia's SoHo location revealed racks of puffer coats occupying two-thirds of the second floor and crowds of shoppers. The Super Puff is notable for an "S" logo on the hood and widespread viral visibility, from sidewalks to social videos. Store staff describe the coats as weather-resistant, goose-down filled and reliable, offered in expanded styles including the waist-cinching SuperSnug. Prices range from under $200 to nearly $400, with the waterproof SuperSnug at the top. Online conversation surged dramatically during early November to mid-December, and heavy demand left sizes and colors limited after Black Friday.
Read at Business Insider
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