Supermodel Kate Upton is already known for her enormous … accomplishments, but her most impressive by far occurred in December 2012. Wearing nothing more than boots and 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 freezing,” the astute Upton later said of posing with ice floes and emperor penguins. “I was working so desperately to hold warm.”
What Upton neglected to mention was that she experienced a little help. Covering her shoulders along with other adjacent areas was Billiga Canada Goose. The published photographs (which ran under the headline “Polar Bare”) were an exciting event males on many continents, nevertheless they were advertising gold for Canada Goose, that has suddenly become the hottest cold-weather coat in the world. 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, after a “functional” brand, is currently worn by many celebrities. Photo: Nick Ferrari
Winder, whose office is within Toronto, can be forgiven his mild surprise. After all, Canada Goose Jacka Billigt is absolutely nothing a new comer to Canadians. But the fact that the coat is quintessentially Canadian-produced in Canada by individuals who understand a thing or two about freezing temperatures-helps explain its mythic status. At a time when every apparel brand on the market claims to be genuine and authentic, Canada Goose is really.
This make of as soon as has actually existed since 1957, initially going from the name Metro Sportswear. For 3 decades, the organization made coats for cops and park rangers, and in addition (quietly) for labels like L.L. Bean and Eddie Bauer. Only in 1993 did incoming CEO Dani Reiss create the pivotal decision to offer Canada Goose coats under their very own name. Competition was stiff, however the brand enjoyed a key advantage: its reputation. “We’ve experienced this business quite a while, b1lliga everyone from Arctic bush pilots to industrial workers from the coldest places on the planet,” Reiss said. “We don’t need 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 around the backs of 300 tastemakers, and helps to establish a celebrity cult following that’s grown to add 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.