Supermodel Kate Upton has already been renowned for her enormous … accomplishments, but her most impressive certainly took place in December 2012. Wearing nothing more than boots plus a bikini bottom, the 20-year-old Florida native posed for your 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 used to be working so desperately to hold warm.”
What Upton failed to mention was that she enjoyed a little help. Covering her shoulders and other adjacent areas was köpa canada goose jacka. The published photographs (which ran under the headline “Polar Bare”) were a special event for men on many continents, but they were advertising gold for Canada Goose, which has suddenly become the hottest cold-weather coat worldwide. 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, is now worn by a lot of celebrities. Photo: Nick Ferrari
Winder, whose office is in Toronto, may be forgiven his mild surprise. In the end, Canada Goose Jacka Billigt is certainly not new to Canadians. But the point that the coat is quintessentially Canadian-created in Canada by people who understand a few things about freezing temperatures-helps explain its mythic status. At a time when every apparel brand out there states to be genuine and authentic, Canada Goose actually is.
This make of the minute has actually been around since 1957, initially going from the name Metro Sportswear. For three 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 have the pivotal decision to market Canada Goose coats under their own personal name. Competition was stiff, although the brand experienced a key advantage: its reputation. “We’ve been in this business quite a long time, b1lliga everyone from Arctic bush pilots to industrial workers in the coldest places on earth,” Reiss said. “We don’t want to make up stories about our product.”
Which can 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 on the backs of 300 tastemakers, and helps to begin 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.