Supermodel Kate Upton is 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 the cover of Sports Illustrated’s 2013 Swimsuit Issue aboard the megayacht Le Boreal-in Antarctica. “It absolutely was freezing,” the astute Upton later said of posing with ice floes and emperor penguins. “I had been working so desperately to maintain warm.”
What Upton did not mention was she had a little help. Covering her shoulders and other adjacent areas was köpa canada goose jacka. The published photographs (which ran underneath the headline “Polar Bare”) were a special event for guys on many continents, nevertheless they were advertising gold for Canada Goose, that has suddenly get to be the hottest cold-weather coat on earth. 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, has become worn by many celebrities. Photo: Nick Ferrari
Winder, whose office is within Toronto, may be forgiven his mild surprise. In fact, Billig Canada Goose Jacka is absolutely nothing a novice to Canadians. But the reality that the coat is quintessentially Canadian-made in Canada by people that understand a thing or two about freezing temperatures-helps explain its mythic status. At a time when every apparel brand in the marketplace states to be genuine and authentic, Canada Goose actually is.
This brand of the second has actually been around since 1957, initially going with the name Metro Sportswear. For three decades, the corporation 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 have the pivotal decision to market Canada Goose coats under their own personal name. Competition was stiff, although the brand possessed a key advantage: its reputation. “We’ve been in this business a very long time, b1lliga everyone from Arctic bush pilots to industrial workers inside the coldest places on earth,” Reiss said. “We don’t want to make up stories about our product.”
Which happens to be not saying that Canada Goose outlet 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 set up a celebrity cult following that’s grown to feature Emma Stone, Bradley Cooper, Sarah Silverman and Daniel Craig.
And, of course, 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.