Brand History at the Root of Filson's Success

Our customers are passionate about the brand, Egler said. The company's products often conjure up memories of their great-grandfather or grandfather wearing a Filson coat mining for gold or tending to the family's cattle. In fact, Filson customers frequently send their apparel back to the brand after putting it to use for 40 years, 50 years. The company couldn't create a better advertisement, Egler said. The retailer's marketing team (which consists of all of five employees) takes photos of these products and tells the stories behind the ranchers, loggers and miners that wore them.