Supermodel Kate Upton is recognized for her enormous … accomplishments, but her most impressive definitely occurred in December 2012. Wearing little more than boots and a bikini bottom, the 20-year-old Florida native posed for your cover of Sports Illustrated’s 2013 Swimsuit Issue aboard the megayacht Le Boreal-in Antarctica. “It was actually freezing,” the astute Upton later said of posing with ice floes and emperor penguins. “I used to be working so desperately to hold warm.”
What Upton neglected to mention was she had a little help. Covering her shoulders and other adjacent areas was canada goose jacka. The published photographs (which ran within the headline “Polar Bare”) were an unforgettable event for males on many continents, however they were advertising gold for Canada Goose, which has suddenly end up being the hottest cold-weather coat worldwide. Not long ago, “Canada Goose was primarily a purely functional, technical brand,” observed retail consultancy J.C. Williams senior advisor Bruce Winder. “Somehow, they’ve become cool and prestigious.”
Canada Goose, when a “functional” brand, has become worn by a lot of celebrities. Photo: Nick Ferrari
Winder, whose office is at Toronto, might be forgiven his mild surprise. In fact, Outlet Canada Goose is certainly not unfamiliar with Canadians. But the truth that the coat is quintessentially Canadian-manufactured in Canada by people that understand a thing or two about freezing temperatures-helps explain its mythic status. At any given time when every apparel brand on the market states be genuine and authentic, Canada Goose is really.
This brand of the moment has actually existed since 1957, initially going by the name Metro Sportswear. For 3 decades, the company made coats for cops and park rangers, and also (quietly) for labels like L.L. Bean and Eddie Bauer. Only in 1993 did incoming CEO Dani Reiss make the pivotal decision to sell Canada Goose coats under their very own name. Competition was stiff, although the brand experienced a key advantage: its reputation. “We’ve experienced this business quite a long time, b1lliga everyone from Arctic bush pilots to industrial workers within the coldest places on this planet,” Reiss said. “We don’t desire to make up stories about our product.”
Which happens to be not saying that canada goose hasn’t done some very clever marketing. Its 2012 decision to sponsor the Sundance Film Festival put coats about the backs of 300 tastemakers, and helps to establish a celebrity cult following that’s grown to incorporate Emma Stone, Bradley Cooper, Sarah Silverman and Daniel Craig.
And, obviously, Kate Upton, who later joked that “the penguins kept me going” on that freezing photo shoot. Maybe so. But Canada Goose’s $595 Chilliwack Bomber jacket probably helped.