Supermodel Kate Upton is noted for her enormous … accomplishments, but her most impressive undoubtedly occurred in December 2012. Wearing little more than boots along with 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 freezing,” the astute Upton later said of posing with ice floes and emperor penguins. “I used to be working so hard to help keep warm.”
What Upton failed to mention was that she experienced a little help. Covering her shoulders and various adjacent areas was canada goose jacka. The published photographs (which ran underneath the headline “Polar Bare”) were an unforgettable event for males on many continents, nevertheless they were advertising gold for Canada Goose, which contains suddenly get to be 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, once a “functional” brand, is now worn by many people celebrities. Photo: Nick Ferrari
Winder, whose office is at Toronto, could be forgiven his mild surprise. After all, Outlet Canada Goose is nothing new to Canadians. But the reality that the coat is quintessentially Canadian-created in Canada by people that understand a thing or two about freezing temperatures-helps explain its mythic status. At one time when every apparel brand on the market states be genuine and authentic, Canada Goose actually is.
This brand of the moment has actually existed since 1957, initially going through the name Metro Sportswear. For three decades, the company made coats for cops and park rangers, plus (quietly) for labels like L.L. Bean and Eddie Bauer. Only in 1993 did incoming CEO Dani Reiss create the pivotal decision to market Canada Goose coats under their own name. Competition was stiff, although the brand had a key advantage: its reputation. “We’ve been in this business quite a while, b1lliga everyone from Arctic bush pilots to industrial workers in the coldest places on earth,” Reiss said. “We don’t desire to make up stories about our product.”
Which can 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, and helps to set up a celebrity cult following that’s grown to incorporate Emma Stone, Bradley Cooper, Sarah Silverman and Daniel Craig.
And, needless to say, 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.