Supermodel Kate Upton has already been known for her enormous … accomplishments, but her most impressive definitely occurred in December 2012. Wearing little more than boots and 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 difficult to help keep warm.”
What Upton did not mention was she had a little help. Covering her shoulders and various adjacent areas was Billiga Canada Goose. The published photographs (which ran under the headline “Polar Bare”) were a memorable event for males on many continents, but they were advertising gold for Canada Goose, that has suddenly become 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, may be forgiven his mild surprise. In the end, Billig Canada Goose Jacka is absolutely nothing new to 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 the same time when every apparel brand out there states to be genuine and authentic, Canada Goose is really.
This make of the minute has actually been around 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 own name. Competition was stiff, however the brand had a key advantage: its reputation. “We’ve experienced this business quite a while, b1lliga everyone from Arctic bush pilots to industrial workers inside the coldest places in the world,” Reiss said. “We don’t want to make up stories about our product.”
That is not to imply that canada goose jacka hasn’t done some very clever marketing. Its 2012 decision to sponsor the Sundance Film Festival put coats around the backs of 300 tastemakers, helping establish a celebrity cult following that’s grown to incorporate 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.