As the original Alaska outfitter, Filson has been creating high-quality workwear and outdoor kit to withstand the harshest environments for the last 120 years. The brand focuses on upholding its tradition of producing strong and durable kit, paired with the latest advancements in fabric and apparel technology. John Argento, Filson European Managing Director, reveals all…
What does Filson stand for as a brand?
For over a century, Filson has made clothing and gear to the highest standard for individuals in the harshest environments and has become the leading outfitter and manufacturer of unfailing goods for outdoor enthusiasts. Built upon a reputation for reliability, Filson is a favourite among anglers and hunters, engineers and explorers, mariners and miners, and anyone who refuses to stay indoors. We offer a limited lifetime guarantee which really shows how much we believe and stand behind our products and their quality.
What are you hoping to achieve at OutDoor by ISPO?
To bring some new people to the brand and to continue to deepen our relationships with our existing partners. Essentially, we are excited to be able to tell the Filson story through our great product to a like-minded and engaged outdoor crowd.
What will be your main focus at OutDoor? Are you exhibiting any new products or ranges?
This is our second outing at ISPO after an extremely successful show in February, so we are still at the early stages of showcasing the broadness and quality of the range as well as telling the rich Filson story. The brand is taking some very strong steps into the technical space with our lightweight and rainwear products, so we are especially excited to talk about that. We will also be launching women’s at wholesale.
Why should outdoor retailers visit your stand?
We have a wholesale policy of ‘right product, right time’ and the best way to demonstrate the depth and quality of the range is by putting the products together to see how they work in their different environments. We are also extremely proud of our Pacific Northwest roots and our stand really reflects that and provides the best backdrop for our products.
What three products will be of most interest to the outdoor trade?
We see a lot of traction on our travel items; luggage and bags for the spring and summer months. Filson luggage has long been known for its durability that is proven for long haul travel. Last year, Filson introduced a lighter weight line of luggage and bags made of abrasion-resistant ballistic nylon.
These new lightweight travel pieces are constructed of strong nylon and bridle leather, making these new Filson additions pieces that can be passed down through generations.
Lightweight shirting and waterproof breathable-easy to stow outerwear pieces are highlights in this line. The ultra-light vest and jacket continues to be a hero product for spring and summer – it’s perfect as an outer layer or underneath a heavy jacket. All of Filson’s lightweight jackets adhere to our tradition of strength and durability while making use of advancements in apparel technology. Made with technical materials like Cordura® Ripstop Nylon and PrimaLoft® Gold insulation, our lightweight jackets repel wind and rain while standing the test of time.
What makes Filson’s products unique compared to what else is on the market?
We are the original Alaska outfitter, manufacturing workwear for the last 120 years – so we know what it means to make unfailing goods. Whether that be the rugged outdoorsman or an urban businessman, our audience are consumers who value quality, timeless and functional design. All Filson goods are backed with our lifetime guarantee: if the product fails during normal use, we will repair or replace it for free.
Over the years, Filson’s philosophy has never changed: make sure it’s the absolute best. Clinton Filson spent a lot of time talking to his customers and refining his designs to their specifications. So, it’s not surprising that the items that worked then still work today, over 120 years later. Comfort, protection and durability never go out of style.
Your brand is well-established in the USA and Canada. Why are you targeting the European market and what makes your products suitable for the needs of UK consumers?
We share many commonalities with the US and specifically the Pacific Northwest, and while we’re well-established in North America, we still see room to grow, and are quite under-represented, particularly in Europe. The geography of the regions runs across Canada, the Outer Hebrides through the Nordics and into the Bavarian Alps, so our product stands up in those environments. We also cater for the urban customer looking for high-quality items such as bags and jackets. We’ve established a loyal following with our London stores, a successful ecommerce platform in Europe that is going from strength to strength and we’ve seen an increase in demand in markets such as the Nordic countries, Germany and Italy. Ultimately quality, timeless and functional design appeals to everyone, and we want to bring Filson to as many people as we can, who will appreciate what we represent.
What type of visitors are you keen to meet at the show?
Prospects, new friends intrigued by our brand and our proposition, and existing friends that want to take a bigger step with us. It’s an extremely exciting time to be involved with Filson.
Visit Filson at OutDoor by ISPO on stand A6-114 to view their latest collections. For further information, visit www.filson.com