Supermodel Kate Upton has already been noted for her enormous … accomplishments, but her most impressive certainly took place in December 2012. Wearing nothing more than boots as well as a bikini bottom, the 20-year-old Florida native posed to 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 used to be working so desperately to help keep warm.”
What Upton neglected to mention was that she had a little help. Covering her shoulders and various adjacent areas was Billiga Canada Goose. The published photographs (which ran within the headline “Polar Bare”) were a memorable event for men on many continents, nonetheless they were advertising gold for Canada Goose, that has suddenly end up being 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, has become worn by many celebrities. Photo: Nick Ferrari
Winder, whose office is within Toronto, might be forgiven his mild surprise. In the end, Canada Goose Jacka Billigt is nothing a novice to Canadians. But the point 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 one time when every apparel brand on the market claims to be genuine and authentic, Canada Goose happens to be.
This type of the second has actually existed since 1957, initially going by the name Metro Sportswear. For three 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 make the pivotal decision to promote 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 a very long time, b1lliga everyone from Arctic bush pilots to industrial workers inside the coldest places on the planet,” Reiss said. “We don’t want to make up stories about our product.”
Which happens to 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, helping to set up 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.