strat investigates

The Amazon Coat’s Unlikely Collaboration, and Other New Developments

Photo: Retailers

In early 2018, we uncovered the now-dubbed Amazon Coat, an unassuming puffer that took the Upper East side by storm and soon went globally viral. At the time, it cost less than $100 (a true steal for down outerwear) and quickly became so ubiquitous that no matter where you were — from the bodega to the subway, from uptown to upstate — you could not escape it. It has been nearly three years since the coat became a thing, but (unlike the vast majority of fast fashion) the piece appears to have stood the test of time. The original version — a duck down puffer jacket with deep pockets and a plush lining — has racked up over 8,600 five-star reviews on Amazon, and it continues to be the best selling women’s down jacket on the whole site.

Just last year, the company expanded the line with a red version that almost instantly sold out. Presumably emboldened by its success, Orolay has since added all sorts of riffs on the original, including patterns, metallics, and even a fur-trimmed hood. With a long winter of outdoor socializing ahead, we decided to once again assess the Orolay market and provide you with a few pertinent updates on the cultish puffer. (And if you’re looking to buy the coat yourself, we have an exclusive deal that expires at midnight.)

An unlikely partnership

The popularity of the coat landed Orolay its first brand partnership with none other than … the drugstore skin-care brand Olay. They’re marketing the collaboration as “the ultimate winter protection without the luxury price tag.” With any purchase over $150 on Cyber Monday at Olay.com, you’ll receive a free Orolay coat. But not just any Orolay coat — an Olay x Orolay–branded coat. They’ve mashed up their brand names on the logo, put a patch of Olay’s best-selling moisturizer on the sleeve, added silver zipper tassels that say “Olay x Orolay,” and decked out the lining in a graffiti-style pattern with their brand names and logos. The coat comes in a cherry red to — we guess — match your moisturizer.

New variations on the original have been added

A timely new addition, you can now buy the coat with a fur hood to keep you extra warm this winter. (And this one, in red, does not have an Olay logo.)

From $180

This one is both camouflage and logoed.

And they launched even more styles

Because the original coat was such a success, Orolay has made a full pivot to winterwear, churning out bomber jackets, trench coats, vests, and a cropped version that’s a dupe for Aritzia’s Super Puff, yet another ubiquitous winter coat.

Somehow this full-length puffer is cheaper than the original coat, if you’re really looking for a steal.

A nice-looking double-breasted trench coat that’s apparently anti-wrinkle. It also comes in “caviar,” essentially a deep navy.

And a shearling bomber jacket that looks to be inspired by Sandy Liang’s signature fleeces.

Plus, a down-filled vest with contrast stitching.

And now it’s available at Walmart

No longer just the Amazon Coat, they’ve since launched in Walmart and have an e-commerce website of their own. As we mentioned last time, Orolay has nixed the tables and cabinets they used to sell to focus on their budding winter-apparel business.

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The Amazon Coat’s Unlikely Collab and Other Developments