Supermodel Kate Upton is definitely renowned for her enormous … accomplishments, but her most impressive by far happened in December 2012. Wearing little more than boots along with 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 had been freezing,” the astute Upton later said of posing with ice floes and emperor penguins. “I used to be working so hard to maintain warm.”
What Upton did not mention was that 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 unforgettable event males on many continents, nevertheless they were advertising gold for Canada Goose, which contains 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, as soon as a “functional” brand, is now worn by a lot of celebrities. Photo: Nick Ferrari
Winder, whose office is within Toronto, could be forgiven his mild surprise. In the end, Outlet Canada Goose is certainly not new to Canadians. But the point that the coat is quintessentially Canadian-produced in Canada by people who understand a thing or two about freezing temperatures-helps explain its mythic status. At one time when every apparel brand in the marketplace states to be genuine and authentic, Canada Goose happens to be.
This model of the moment has actually been used since 1957, initially going from the name Metro Sportswear. For 3 decades, the company 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 make the pivotal decision to sell Canada Goose coats under their particular name. Competition was stiff, but the brand possessed a key advantage: its reputation. “We’ve experienced this business a long time, b1lliga everyone from Arctic bush pilots to industrial workers in the coldest places on the planet,” Reiss said. “We don’t have to make up stories about our product.”
Which can be 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 in the backs of 300 tastemakers, and helps to create a celebrity cult following that’s grown to feature 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.