Supermodel Kate Upton is already noted for her enormous … accomplishments, but her most impressive definitely happened in December 2012. Wearing nothing more than boots as well as a bikini bottom, the 20-year-old Florida native posed for that 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 had been working so difficult to help keep warm.”
What Upton failed to mention was she had a little help. Covering her shoulders and other adjacent areas was Billiga Canada Goose. The published photographs (which ran under the headline “Polar Bare”) were an exciting event for men on many continents, however they were advertising gold for Canada Goose, which has suddenly get to be the hottest cold-weather coat on the planet. 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, once a “functional” brand, is already worn by many people celebrities. Photo: Nick Ferrari
Winder, whose office is in Toronto, could be forgiven his mild surprise. After all, Canada Goose Jacka Billigt is nothing new to Canadians. But the truth that the coat is quintessentially Canadian-produced in Canada by those who understand a thing or two about freezing temperatures-helps explain its mythic status. At a time when every apparel brand in the marketplace promises to be genuine and authentic, Canada Goose is really.
This type of as soon as has actually been around since 1957, initially going by the name Metro Sportswear. For three decades, the corporation 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, but the brand enjoyed a key advantage: its reputation. “We’ve experienced this business a very long time, b1lliga everyone from Arctic bush pilots to industrial workers in the coldest places on this planet,” Reiss said. “We don’t desire to make up stories about our product.”
Which happens to be not to say 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, and helps to create a celebrity cult following that’s grown to include Emma Stone, Bradley Cooper, Sarah Silverman and Daniel Craig.
And, of course, 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.