Supermodel Kate Upton is known for her enormous … accomplishments, but her most impressive certainly happened 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 was actually freezing,” the astute Upton later said of posing with ice floes and emperor penguins. “I had been working so difficult to maintain warm.”
What Upton did not mention was she enjoyed a little help. Covering her shoulders and other adjacent areas was canada goose jacka. The published photographs (which ran beneath the headline “Polar Bare”) were an unforgettable event males on many continents, nevertheless they were advertising gold for Canada Goose, which includes 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, after a “functional” brand, is now worn by many celebrities. Photo: Nick Ferrari
Winder, whose office is within Toronto, can be forgiven his mild surprise. After all, Billig Canada Goose Jacka is definitely not unfamiliar with Canadians. But the truth that the coat is quintessentially Canadian-manufactured in Canada by people that understand a few things about freezing temperatures-helps explain its mythic status. At a time when every apparel brand on the market states to be genuine and authentic, Canada Goose is really.
This model of the minute has actually existed since 1957, initially going through 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 promote Canada Goose coats under their particular name. Competition was stiff, although the brand experienced a key advantage: its reputation. “We’ve been in this business a very long time, b1lliga everyone from Arctic bush pilots to industrial workers from the coldest places on this planet,” Reiss said. “We don’t need to make up stories about our product.”
Which is not to say that canada goose 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 to establish a celebrity cult following that’s grown to include Emma Stone, Bradley Cooper, Sarah Silverman and Daniel Craig.
And, obviously, 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.