Nothing wrong with the principals going to the market to provide liquidity to their investment. Their timing & pricing seems have worked well for them.
Which is to say that new investors may find the company challenged to maintain their recent growth.
The parkas do seem to be catering to luxury/discretionary buyers.
Funny how things go. I think back to the market that Woods (once a Canadian icon) used to sell their Arctic Oil King parkas and other outerwear into. I wonder if the goose are as warm as the oil king was? It was toasty, even under helicopter downwash on days we worked outside at -45deg c.