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Since the start of winter, Toronto-based outerwear company Wuxly has been sharing photos of snow-covered trails on Instagram, reminding Canadians that “outside is still open!” Beatrix Eng, Wuxly’s PR and communications manager, says that the performance factor of winter wear is now a huge priority for shoppers. “If you don’t have a durable winter coat that will actually protect you from the elements, you’re not going to be outside for very long,” she says. “People are looking for an investment piece and not necessarily looking for trends. They want something that they can wear for a very, very long time.”