Brand History at the Root of Filson's Success

Our products aren't for disposable fashion shoppers, Egler said. Their high price point presents a challenge for customer acquisition.

To deal with its acquisition problem, Filson has opened three brick-and-mortar stores in the Pacific Northwest, and has plans to expand its retail presence in the years ahead. What Filson won't do is deviate from its roots. Egler said the plan is for "controlled growth" while remaining true to the brand.