Supermodel Kate Upton is noted for her enormous … accomplishments, but her most impressive undoubtedly happened in December 2012. Wearing nothing more than boots plus a bikini bottom, the 20-year-old Florida native posed for 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 had been working so desperately to maintain warm.”
What Upton did not mention was she possessed a little help. Covering her shoulders along with other adjacent areas was canada goose jacka. The published photographs (which ran within the headline “Polar Bare”) were a special event for men on many continents, however they were advertising gold for Canada Goose, which includes 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, once a “functional” brand, is currently worn by many people celebrities. Photo: Nick Ferrari
Winder, whose office is in Toronto, may be forgiven his mild surprise. After all, Billig Canada Goose Jacka is certainly not new to Canadians. But the truth that the coat is quintessentially Canadian-produced in Canada by those who understand a few things about freezing temperatures-helps explain its mythic status. At one time when every apparel brand available on the market states be genuine and authentic, Canada Goose happens to be.
This brand of the minute has actually been used since 1957, initially going through the name Metro Sportswear. For 3 decades, the organization made coats for cops and park rangers, as well as (quietly) for labels like L.L. Bean and Eddie Bauer. Only in 1993 did incoming CEO Dani Reiss have the pivotal decision to market Canada Goose coats under their very own name. Competition was stiff, although 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 within the coldest places on earth,” Reiss said. “We don’t have to make up stories about our product.”
That is 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, assisting to begin a celebrity cult following that’s grown to incorporate 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.