Supermodel Kate Upton has already been renowned for her enormous … accomplishments, but her most impressive undoubtedly happened in December 2012. Wearing little more than boots plus 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 used to be working so difficult to hold warm.”
What Upton neglected to mention was she enjoyed a little help. Covering her shoulders and other adjacent areas was canada goose jacka. The published photographs (which ran underneath the headline “Polar Bare”) were a memorable event for men on many continents, nonetheless 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, has become worn by many celebrities. Photo: Nick Ferrari
Winder, whose office is in Toronto, might be forgiven his mild surprise. In fact, Billig Canada Goose Jacka is absolutely nothing unfamiliar with Canadians. But the truth that the coat is quintessentially Canadian-created in Canada by individuals who understand a few things about freezing temperatures-helps explain its mythic status. At any given time when every apparel brand available on the market states be genuine and authentic, Canada Goose really is.
This make of the moment has actually existed since 1957, initially going from the name Metro Sportswear. For 3 decades, the company 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 make the pivotal decision to market Canada Goose coats under their own personal name. Competition was stiff, but the brand experienced a key advantage: its reputation. “We’ve experienced this business quite a long time, b1lliga everyone from Arctic bush pilots to industrial workers inside the coldest places in the world,” Reiss said. “We don’t need to make up stories about our product.”
Which can be not saying that canada goose jacka 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 establish a celebrity cult following that’s grown to add 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.