Spotlight: Filson takes on Canada


A few thumb scrolls through the Instagram account of the American heritage brand Filson is all it takes to see its wares will be a good fit for Canada.

Khaki-coated cowboys rope calves on an open plain in one photo, evocative of what life might be like on a working ranch in Alberta. While a snapshot of a burly, bearded man working a torch on the side of a massive ship requires only a small leap of the imagination to see a similar scene playing out on a misty morning somewhere in B.C.

A mand wears clothing from Filson at the Pacific Fisherman Shipyard in Seattle. The brand’s creative director Alex Carleton has said the company doesn’t use models in its ads, only customers. Filson is opening in Vancouver’s Gastown neighborhood in April. Handout [PNG Merlin Archive]

” data-medium-file=”http://wpmedia.vancouversun.com/2017/04/pacific-fisherman-shipyard.jpeg?w=200″ data-large-file=”http://wpmedia.vancouversun.com/2017/04/pacific-fisherman-shipyard.jpeg?w=640″ src=”http://wpmedia.vancouversun.com/2017/04/pacific-fisherman-shipyard.jpeg?w=400&h=600″ alt=”A mand wears clothing from Filson at the Pacific Fisherman Shipyard in Seattle. The brand’s creative director Alex Carleton has said the company doesn’t use models in its ads, only customers. Filson is opening in Vancouver’s Gastown neighborhood in April.” width=”400″ height=”600″ srcset=”http://wpmedia.vancouversun.com/2017/04/pacific-fisherman-shipyard.jpeg?w=400&h=600 400w, http://wpmedia.vancouversun.com/2017/04/pacific-fisherman-shipyard.jpeg?w=100&h=150 100w, http://wpmedia.vancouversun.com/2017/04/pacific-fisherman-shipyard.jpeg?w=200&h=300 200w, http://wpmedia.vancouversun.com/2017/04/pacific-fisherman-shipyard.jpeg 700w” sizes=”(max-width: 400px) 100vw, 400px”>

A man wears clothing from Filson at the Pacific Fisherman Shipyard in Seattle.

The fact the people pictured in the well-followed social stream (239,000 Instagram followers and counting) are relatable — in both their ensembles and their use of Filson’s products — isn’t by coincidence. It’s by complete design.

“We really use social media as a fantastic mirror for relating to our customers,” says Alex Carleton, the brand’s creative director. “It has really been through our social-media platforms that we have been able to really engage our core customer — and also understand how dynamic they are.

“It could be a bush pilot in Kodiak, …read more

Source:: Vancouver Sun

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