Supermodel Kate Upton has already been noted for her enormous … accomplishments, but her most impressive certainly took place in December 2012. Wearing little more than boots as well as a bikini bottom, the 20-year-old Florida native posed to the cover of Sports Illustrated’s 2013 Swimsuit Issue aboard the megayacht Le Boreal-in Antarctica. “It absolutely was freezing,” the astute Upton later said of posing with ice floes and emperor penguins. “I found myself working so desperately to maintain warm.”
What Upton failed to mention was that 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 exciting event for males on many continents, nevertheless they were advertising gold for Canada Goose, that has suddenly become the hottest cold-weather coat on earth. 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, is now worn by a lot of celebrities. Photo: Nick Ferrari
Winder, whose office is in Toronto, could be forgiven his mild surprise. After all, Canada Goose Jacka Billigt is absolutely nothing unfamiliar with Canadians. But the reality that the coat is quintessentially Canadian-manufactured in Canada by individuals who understand a thing or two about freezing temperatures-helps explain its mythic status. At one time when every apparel brand available on the market promises to be genuine and authentic, Canada Goose is really.
This brand of the second has actually been used since 1957, initially going with 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 your pivotal decision to sell Canada Goose coats under their particular name. Competition was stiff, nevertheless the brand enjoyed a key advantage: its reputation. “We’ve been in this business a very long time, b1lliga everyone from Arctic bush pilots to industrial workers within the coldest places in the world,” Reiss said. “We don’t desire to make up stories about our product.”
Which happens to be not to imply that canada goose hasn’t done some very clever marketing. Its 2012 decision to sponsor the Sundance Film Festival put coats on the backs of 300 tastemakers, helping to establish a celebrity cult following that’s grown to feature Emma Stone, Bradley Cooper, Sarah Silverman and Daniel Craig.
And, naturally, 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.