Supermodel Kate Upton has already been renowned for her enormous … accomplishments, but her most impressive definitely happened in December 2012. Wearing nothing more than boots as well as 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 was freezing,” the astute Upton later said of posing with ice floes and emperor penguins. “I found myself working so desperately to maintain warm.”
What Upton failed to mention was that 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 guys on many continents, nevertheless they were advertising gold for Canada Goose, which contains suddenly get to be 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, once a “functional” brand, has become worn by many people celebrities. Photo: Nick Ferrari
Winder, whose office is at Toronto, can be forgiven his mild surprise. All things considered, Billig Canada Goose Jacka is nothing new to Canadians. But the reality that the coat is quintessentially Canadian-manufactured in Canada by people who understand a thing or two about freezing temperatures-helps explain its mythic status. At a time when every apparel brand out there promises to be genuine and authentic, Canada Goose really is.
This model of the minute 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 your pivotal decision to offer Canada Goose coats under their very own name. Competition was stiff, but the brand enjoyed a key advantage: its reputation. “We’ve been in this business a long time, b1lliga everyone from Arctic bush pilots to industrial workers from the coldest places on the planet,” Reiss said. “We don’t desire to make up stories about our product.”
Which happens to be not to say that canada goose hasn’t done some very clever marketing. Its 2012 decision to sponsor the Sundance Film Festival put coats about the backs of 300 tastemakers, helping create a celebrity cult following that’s grown to include 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.