Supermodel Kate Upton is already noted for her enormous … accomplishments, but her most impressive definitely occurred in December 2012. Wearing little more than boots as well as a bikini bottom, the 20-year-old Florida native posed for that 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 was working so desperately to help keep warm.”
What Upton neglected to mention was she had a little help. Covering her shoulders as well as other adjacent areas was Billiga Canada Goose. The published photographs (which ran underneath the headline “Polar Bare”) were an exciting event for guys on many continents, but they were advertising gold for Canada Goose, which contains 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, is now worn by many celebrities. Photo: Nick Ferrari
Winder, whose office is at Toronto, may be forgiven his mild surprise. In fact, Canada Goose Jacka Billigt is absolutely nothing new to Canadians. But the truth that the coat is quintessentially Canadian-manufactured in Canada by those who understand a thing or two about freezing temperatures-helps explain its mythic status. At any given time when every apparel brand on the market promises to be genuine and authentic, Canada Goose happens to be.
This make of the moment has actually been used since 1957, initially going with the name Metro Sportswear. For 3 decades, the business 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 offer Canada Goose coats under their particular name. Competition was stiff, nevertheless the brand had a key advantage: its reputation. “We’ve been in this business a long time, b1lliga everyone from Arctic bush pilots to industrial workers in the coldest places on this planet,” Reiss said. “We don’t have to make up stories about our product.”
That is not saying 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, helping to establish a celebrity cult following that’s grown to include 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.