Brand History at the Root of Filson's Success

If you haven't heard of Filson, a manufacturer, wholesaler (the brand's clothing is carried by Nordstrom, Cabela's, Orvis) and direct retailer (three stores, e-commerce site, catalogs) of rugged outdoor clothing, gear and luggage, you're in the majority. Brand awareness is a struggle for Filson, Egler said. He asked the crowded ballroom via a show of hands who knew of the brand, and very few hands went in the air. Egler said on average one in 10 consumers knows of of Filson.