Supermodel Kate Upton has already been noted for her enormous … accomplishments, but her most impressive definitely took place in December 2012. Wearing nothing 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 found myself working so hard to help keep warm.”
What Upton failed to mention was she had a little help. Covering her shoulders along with other adjacent areas was köpa canada goose jacka. The published photographs (which ran under the headline “Polar Bare”) were an exciting event for males on many continents, but they were advertising gold for Canada Goose, which has suddenly become 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 in Toronto, might be forgiven his mild surprise. After all, Canada Goose Jacka Billigt is definitely not a novice to Canadians. But the fact that the coat is quintessentially Canadian-produced in Canada by those who understand a thing or two 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 happens to be.
This make of the second has actually been around since 1957, initially going with the name Metro Sportswear. For 3 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 have the pivotal decision to offer Canada Goose coats under their particular name. Competition was stiff, but the brand possessed a key advantage: its reputation. “We’ve experienced this business quite a long time, b1lliga everyone from Arctic bush pilots to industrial workers from the coldest places on earth,” Reiss said. “We don’t desire to make up stories about our product.”
Which can be not saying 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 establish a celebrity cult following that’s grown to feature 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.