Nearly 40 years ago, a man named Alex sailed a boat. And whenever he sailed his boat, he’d lose his hat. So he built a better hat, and then built a company around it. Nearly 40 years later, our task was to breathe new life into this ubiquitous brand. A head-to-toe catalogue redesign, plus OOH, POS, broadcast and influencer partnerships helped make this legendary Canadian brand fresh and relevant to the modern traveller.