Pull Logo
A woman leaving her horse through a western landscape.

How Filson has maintained its brand identity.

For over a century, Filson has been a brand synonymous with durability, quality, and timeless style in the outdoor industry. Founded in Seattle in 1897, the brand began by making durable clothing for prospectors heading to the Klondike Gold Rush. Today, Filson continues to produce iconic, high-quality outdoor gear and apparel for hunters, fishers, and adventurers. Let’s explore how Filson has maintained its brand identity and continued to innovate in the competitive outdoor market.

Brand Identity

From the beginning, Filson has been known for its commitment to quality and craftsmanship. The brand’s signature materials are rugged, durable, and long-lasting, made to withstand the harshest outdoor conditions. The brand’s identity is built around this commitment to quality and durability, which has remained consistent over the years. According to branding expert Denise Lee Yohn, “A strong brand identity is a critical component of business success…Your brand identity is what sets you apart from the competition, communicates your unique value proposition, and helps you build a loyal customer base.”


Filson has stayed true to its identity over the years by continuing to innovate while remaining true to its heritage. One example of this is the introduction of new materials like Gore-Tex and Merino wool to their product line. These new materials allowed Filson to expand their product offerings while maintaining their commitment to quality and durability. Additionally, Filson has recently launched a number of collaborations with other outdoor brands and designers, like Levi’s and Nigel Cabourn, to bring new ideas and designs to their loyal customer base.


Another key aspect of Filson’s brand identity is its connection to the outdoor lifestyle. The brand’s products are designed for hunters, fishers, and adventurers who spend their time in the great outdoors. As a result, Filson has developed a strong community of loyal customers who identify with this lifestyle. According to branding expert David Brier, “A brand is a story that is always being told. Your brand is what your customers say it is, not what you say it is.” Filson has been successful in creating a brand that is not just about products, but about a lifestyle and community that its customers identify with.

In conclusion, Filson has been able to maintain a strong brand identity by staying true to its heritage and values while continuing to innovate and evolve. The brand’s commitment to quality and durability has remained a core aspect of its identity over the years, and its connection to the outdoor lifestyle has allowed it to build a strong community of loyal customers. By continuing to tell their brand story and innovate within the outdoor industry, Filson is sure to remain a leading brand for years to come.

PULL is a full-service branding and consulting agency specializing in outdoor brands. We have experience in both building brands from scratch and shepherding established brands to their next peak. 

If your brand could use an outside perspective or you just want to shoot the breeze, don’t hesitate to drop us a line

More from the blog.

The book emotion by design lying flat on a wooden surface.

Emotion by Design Review

If you’re looking for a book that delves into the importance of emotion in design and branding, then Emotion by Design by Greg Hoffman is an excellent read. This book

Read More »