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 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 was working so hard to help keep warm.”

What Upton neglected to mention was that she enjoyed a little help. Covering her shoulders as well as other adjacent areas was Billiga Canada Goose. The published photographs (which ran underneath the headline “Polar Bare”) were a memorable event for males on many continents, nonetheless they were advertising gold for Canada Goose, which includes 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, as soon as a “functional” brand, is currently worn by many celebrities. Photo: Nick Ferrari

Winder, whose office is Toronto, could be forgiven his mild surprise. In the end, Canada Goose Jacka Billigt is nothing unfamiliar with Canadians. But the fact that the coat is quintessentially Canadian-manufactured in Canada by individuals who understand a thing or two about freezing temperatures-helps explain its mythic status. At one time when every apparel brand out there claims to be genuine and authentic, Canada Goose really is.

This type of the moment has actually been around since 1957, initially going with the name Metro Sportswear. For 3 decades, the business made coats for cops and park rangers, and in addition (quietly) for labels like L.L. Bean and Eddie Bauer. Only in 1993 did incoming CEO Dani Reiss create the pivotal decision to promote Canada Goose coats under their particular name. Competition was stiff, but the brand experienced a key advantage: its reputation. “We’ve been in this business quite a 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 to imply 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, assisting to establish a celebrity cult following that’s grown to add 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.