Words & Photography Kirk Truman
“There’s an endless amount of inspiration within the Filson brand given that we’re over a century old…”
Filson is a brand that was born out of necessity: it arrived in the right place and at the right time, and with a sense of purpose that has kept it on course ever since.
Thousands of fortune hunters were stampeding through Seattle, heading north. Born in 1850 and inheriting his fathers pioneer spirit and love of the great outdoors, CC Filson was armed with a strong work ethic, a reputation for honesty and several years’ experience operating a small loggers’ outfitting store. He knew that quality was of vital importance and that the only thing good enough was the very best. It was said that if a man was heading north, he should come to Filson for his outfit.
The rugged quality of Filson products has been setting the standard for American outdoor apparel for over 100 years, as creative director Alex Carleton is well aware: he was a Filson customer before he even came on board the brand, growing up in New England with a love for the outdoors. “I was familiar with the products and always intrigued by the world they came from. I wanted to help reveal a lot of the untold stories that existed. I’ve always gravitated towards American companies that played in the arena of tradition and outdoor recreation. Filson is the perfect combination of both,” he says.
As creative director, Alex is a firm believer in working with what’s there and maintaining a connection with the company’s origins, purpose and sense of place. “I’m a creative, I don’t really feel comfortable working in a vacuum. It’s not my style. There’s an endless amount of inspiration within the Filson brand given that we’re over a century old. I’m cautious about not letting our narrative stretch too far away from where we are and where we come from. It’s really easy to keep close to the core when you love it,” he says.
As Alex explains, a book could easily be written about the story of Filson. Producing unfailingly reliable gear for outdoor work, the company’s golden age lasted for decades, with Filson kitting out the innumerable men heading north in the hope of making their fortunes. “The Cliff Notes go like this: CC Filson was a pioneer who, by way of Nebraska, landed in Seattle at the end of the 19th century. He and his brother opened what would be a modern day equivalent of a hardware shop in Pioneer Square. When gold was discovered in the Klondike, being the entrepreneur he was, CC targeted prospectors as his customers and outfitted them for the insanely harsh weather of the north. Filson is the original Alaska outfitter.” Come the 20th century, the brand introduced outdoor sporting goods oriented toward those quintessentially American pastimes of hunting and fishing. Today, Filson see themselves as offering a unique blend of products for both work and recreation – and not just in the wild northlands of the USA.
If London is the gateway to Europe, then Soho is the gateway to London, and Newburgh Street was where the brand came to open its first retail outlet outside of the US. “We opened our first store at 9 Newburgh Street in April 2013, and then our second store at 13 Newburgh Street in December 2015,” Alex explains. “At number 9, you’ll find our luggage, bags and accessories, and at number 13 our clothing, such as our famous Mackinaw jackets, cruisers and shirts.” Their Soho stores have managed to integrate into the surrounding neighbourhood in the same way that their US stores have done. It’s about establishing a feel for the environment and getting to know the local area and work with it. “Soho has a sense of adventure and discovery, and we definitely share those values,” he says, “We host an array of events that give us the opportunity to bring a slice of the Pacific Northwest to life, from Whiskey and Wax, where we will show you how to wax your jacket, to events hosted by people that live the Filson life, such as wild chefs and foragers.”
Over the decades, Filson has both maintained what works and continued to innovate. It’s interesting that while so many heritage brands have changed, and in the process lost themselves, Filson has concentrated on delivering what they always have: a guarantee of quality and a focus on making products geared for the wild. In the future, just as in the past, Filson will continue to serve those customers who demand the very best high quality apparel for outdoor pursuits, and the brand’s presence in Soho – bringing a taste of the far north to central London – will undoubtedly grow. “We shall continue to innovate our product offerings and foster that same entrepreneurial spirit that CC Filson had. We’ll continue to mine our archives and share our adventure stories while creating new ones today,” says Alex.