Supermodel Kate Upton is already known for her enormous … accomplishments, but her most impressive certainly took place in December 2012. Wearing nothing more than boots and 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 freezing,” the astute Upton later said of posing with ice floes and emperor penguins. “I found myself working so desperately to hold warm.”
What Upton neglected to mention was that she had a little help. Covering her shoulders as well as other adjacent areas was Billiga Canada Goose. The published photographs (which ran beneath the headline “Polar Bare”) were a special event for men on many continents, however they were advertising gold for Canada Goose, that 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, once a “functional” brand, is already worn by a lot of celebrities. Photo: Nick Ferrari
Winder, whose office is within Toronto, can be forgiven his mild surprise. After all, Billig Canada Goose Jacka is absolutely nothing a new comer to Canadians. But the truth that the coat is quintessentially Canadian-manufactured in Canada by individuals who understand a few things about freezing temperatures-helps explain its mythic status. At the same time when every apparel brand on the market claims to be genuine and authentic, Canada Goose actually is.
This brand of the minute has actually been around since 1957, initially going with the name Metro Sportswear. For three decades, the organization made coats for cops and park rangers, and also (quietly) for labels like L.L. Bean and Eddie Bauer. Only in 1993 did incoming CEO Dani Reiss make the pivotal decision to sell Canada Goose coats under their own personal 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 inside the coldest places on the planet,” Reiss said. “We don’t desire to make up stories about our product.”
Which is not to imply that canada goose jacka 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 establish a celebrity cult following that’s grown to incorporate 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.