Supermodel Kate Upton is noted for her enormous … accomplishments, but her most impressive definitely happened in December 2012. Wearing nothing more than boots plus a bikini bottom, the 20-year-old Florida native posed to the 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 keep warm.”
What Upton did not mention was that she enjoyed a little help. Covering her shoulders as well as other adjacent areas was köpa canada goose jacka. The published photographs (which ran beneath the headline “Polar Bare”) were a special event for men on many continents, but 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, as soon as a “functional” brand, is now worn by a lot of celebrities. Photo: Nick Ferrari
Winder, whose office is at Toronto, might be forgiven his mild surprise. All things considered, Canada Goose Jacka Billigt is certainly not a novice to Canadians. But the fact that the coat is quintessentially Canadian-produced in Canada by individuals who understand a few things about freezing temperatures-helps explain its mythic status. At a time when every apparel brand on the market promises to be genuine and authentic, Canada Goose really is.
This brand of the second has actually existed since 1957, initially going from the name Metro Sportswear. For three decades, the corporation 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 particular 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 earth,” Reiss said. “We don’t have to make up stories about our product.”
That is not to imply 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 create 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.