Supermodel Kate Upton is already recognized for her enormous … accomplishments, but her most impressive undoubtedly took place in December 2012. Wearing nothing more than boots and 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 desperately to help keep warm.”
What Upton failed to mention was 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 memorable event males on many continents, however they were advertising gold for Canada Goose, which contains suddenly get to be 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, when a “functional” brand, is already worn by many celebrities. Photo: Nick Ferrari
Winder, whose office is at Toronto, can be forgiven his mild surprise. In the end, Outlet Canada Goose is definitely not unfamiliar with Canadians. But the truth 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 promises to be genuine and authentic, Canada Goose really is.
This model of as soon as has actually been around since 1957, initially going by 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 make your pivotal decision to offer Canada Goose coats under their own personal name. Competition was stiff, nevertheless the brand experienced a key advantage: its reputation. “We’ve experienced this business quite a while, 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.”
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 in the backs of 300 tastemakers, helping 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.